Product placement has become to video what social media is to media. It is intrinsic to its fabric. It has become second nature. It has become indiscernible. And that is why I continue to enjoy observing and calling out the placements I spot. Here is my third installment. (Stay tuned for more.)
- Lorax: The movie “Lorax” has 70 tie-in partners.
- Colbert and Wheat Thins: Colbert coins the term “Sponsortunity” on an episode in which he reads at length from the branding memo for “Wheat Thins” that only someone in brand management could have written. A real treat and must-see for those in marketing.
- Diet Coke: Diet Coke seems to have used product placement in its own ad (“Not All Stars Appear On Screen”) during the Oscars. The commercial shows the evolution of a film from script to production with cameo appearances by Diet Coke cans, e.g., in the hands of the writers and those producing the film and placed on the shelves of the door to the sound stage.
- Apple: I find it so interesting to see which programs use Apple computers but cover up the otherwise highly visible Apple on the back of each device. Example: Two and a Half Men. Clearly, the producers like the aesthetic and how it fits with Ashton’s character, but, I guess they did not strike a deal with Apple, so they cover up the fruit. Other shows go all the way – do they get paid for that? In Showtime’s “House of Lies,” the consultants use Lenovo Think Pads. I would expect no less (and it makes me cringe a little when I think back to my pre-Mac years).