More News On Logo Awards

When LOGO’s NewNowNext Awards airs on June 13, Britney will receive the "Always Next, Forever Now” and to celebrate she filmed a fake fragrance commercial for Mo – a fragrance for gay men (check it out here).

According to In Touch Brit has pre-recorded a thank you message to be played at the awards as scheduling conflicts prohibit her from attending the show.

LOGO Executive Producer Christopher Willey explains Britney’s role at this years awards, the Mo fragrance idea and her role in the gay community:
“She's having fun with her gay audience, because she's an official gay icon at such a young and tender age. We [wanted] something that would be fun and playful that we can celebrate/mock, and we thought, 'It's her perfume career,' because everyone knows every holiday season they bring out those commercials of her running through a forest or a hotel.”

He explains that he went to B’s team and they “loved the idea”, although Britney was a bit of a skeptic:
“Britney herself wanted to make sure that the punch line - which is the word 'Mo - wasn't offensive in any way.”

He adds that the ad was filmed on the set of the If U Seek Amy video shoot with extra scenes added from MTV's ‘Britney: For the Record’ documentary.

“She has this natural rapport with the gay community. 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.”