[artist id="501686"]Britney Spears[/artist] already has a popular perfume line, but sales might skyrocket if her newest scent makes it into stores: a fragrance called 'Mo that carries the tantalizing tagline "One spray and the gays will run your way!"
Too bad 'Mo — and the video promoting it — is a spoof, part of the viral-marketing campaign for the Logo network's NewNowNext awards show. MTV News called up the brains behind the clip to get the inside scoop about how the project came together and why Brit decided to take part.
"She's having fun with her gay audience, because she's an official gay icon at such a young and tender age," said Christopher Willey, a Logo executive producer. (Logo and MTV are both owned by Viacom.)
Willey explained that the tone of the awards show is "very playful, irreverent, doesn't take it too seriously." When they decided to give their Always Next, Forever Now award to Spears, Willey approached the singer's label and management with the idea for the faux perfume ad.
"We [wanted] something that would be fun and playful that we can celebrate/mock, and we thought, 'It's her perfume career,' " Willey said. "Because everyone knows every holiday season they bring out those commercials of her running through a forest or a hotel."
Spears' people loved the idea, although Willey did have to explain the meaning of 'Mo, which is a term of endearment within the gay community. "Britney herself wanted to make sure that the punch line — which is the word 'Mo — wasn't offensive in any way," Willey said.
A spokesperson for Spears told MTV News the singer was not available for comment on the spoof.
Logo shot Britney's "One spray and the gays will run your way!" line on the Los Angeles set of her video for "If U Seek Amy" and filled in the rest with footage from music videos and a documentary. The package will open the NewNowNext show as an imaginary message from the program's sponsor.
The second annual awards show airs June 13 at 9 p.m. ET and will feature appearances by Lady Gaga, Vanessa Williams, castmembers from "The Real Housewives of New York City" and a musical performance by Eve. And, of course, Spears will be on hand to accept her award.
"She has this natural rapport with the gay community," Willey said. "I think she just really likes her gay fans and she sees this as a way to talk directly to them, which she hasn't really done before."