"Balloon", a commercial for UK mobile company O2 as part of the "Be More Dog" campaign. The commercial was shot on October 18, 2013 in the United States. Like the rest of the "Be More Dog" ads, "Balloon" begins with a dog saying there is always music in his heart. Viewers then see Lady Gaga performing a song from her new album ("Do What U Want") in a room full of silver balloons. The work was written by Stephania Silveira, art directed by Rachel Robinson and directed by David Wilson through Colonel Blimp and Good Company. This was also the 2nd campaign Gaga did with O2 by allowing them to stream her newest album, "ARTPOP" to their customers.
A 2nd ad titled "Priority Moments" started airing on January 30, 2014. The TV spot airing in the UK explains that O2 customers can get access to Priority Tickets for the UK leg of Lady Gaga's artRAVE: The ARTPOP Ball tour three days before general sale. The spot is set to her track ‘Applause’ where we see Gaga emerge from a huge silver ball and run towards the booming applause of her fans before stepping out into the spot light. As the spot ends we are reminded to ‘be more dog’.