Much has been made of the seemingly rampant product placement in Lady Gaga's new music video, 'Telephone,' and according to the New York Post, all that blatant branding was as purposeful as it seemed.

Of the 10 brands that appear throughout the much-discussed video, Polaroid is perhaps the most prominent. In January, Polaroid received more press than it has in years when it announced that it had entered into an unconventional partnership with the music superstar. Gaga was to be the brand's "creative director and inventor of specialty products," a source told the Post. The deal allegedly gave Gaga an equity stake in the company, allowing her to participate "in the future of the company in a meaningful way."