Madonna is pushing back against her ageist haters once again, this time with a new ad campaign in which she proclaims that her “light will never fade” and that she will “keep going, today, tomorrow and the next 100 years.”
The advertisement is for the Brazilian bank, Itaú, and was directed by Jonas Åkerlund, who also directed the video for Madonna’s “Ray of Light.” In the ad, the pop sta is seen ascending a staircase at The Palais Garnier in Paris, reflecting on her career, achievements, and artistry with a voice-over.
“They call me the Queen of Pop,” she begins. “I know it’s a compliment, but the monarchy is in the past. I am not. I have no age. I’m all ages. It’s not about who I am. It’s about how many I am. Count my achievements, not the number of years I have lived on this planet. I am always re-inventing myself, so that I can keep being myself. I think the most controversial thing I have ever done is to stick around.”
Continuing, she says: “I have seen many stars appear and disappear, like shooting stars. But my light will never fade. Not everyone is coming to the future, but I am. I’ll keep going, today, tomorrow and the next 100 years.”
The video is the latest in a line of ads for Itaú’s “feito de futuro” — or “made for the future” — campaign, which the bank began last year. Madonna shared it to Twitter on Wednesday, February 21st, writing “This film was made to thank my Brazilian fans for their love and devotion. It would not have been possible without the tireless support of Itaú and my team — and the incredible vision of [Åkerlund]. We are made of the Future!” Watch the ad below.
Meanwhile, Madonna was sued last month by disappointed fans who claimed that she caused legal harm by starting three New York City concerts more than two hours after their scheduled start times. Last year, she was forced to postpone the start of “The Celebration Tour” due to a bacterial infection that ultimately resulted in her being induced in a 48-hour coma in an ICU.
Thankfully, she’s back on the road, as “The Celebration Tour” officially launched last October. It’s set to continue through the end of April — check out the full list of dates, and grab tickets here.
For more on Madonna, revisit our ranking of her top 20 songs.
This Film was made to thank my Brazilian fans for their love and devotion. It would not have been possible without the tireless support of @itau and my team -And the incredible vision of #jonasakerlund
We are made of the Future! 🤍 pic.twitter.com/BsUquqM997
— Madonna (@Madonna) February 21, 2024