Like a little advertising in your TV show?
When everyone is fast-forwarding through TV commercials, product placement seems such a given these days. And as you’d expect, you really notice it most when it’s done badly.
Like on the recent episode of “Bones” when Angela explains why she has a minivan: “I’m an artist and the Sienna has plenty of room. Besides, I stink at parallel parking and the backup camera thing is like the invention of the century.” I’m not paraphrasing. She really says that.
I howled but thought maybe I was oversensitive. No, the disdain showed up all over blogs and discussion groups. So it may have backfired as a way for Toyota to smash the family minivan stereotype and reach hip, single artist types.
The real test of product placement is does it feel natural? Like good keyword placement in a Web site, if it seems clunky, it creates more problems than it solves. Plus, there’s a fine line between forcing a product into a plot and using an actual brand because it resonates with the public, even if not in a flattering way.
The new sitcom “Modern Family” came closer even when it focused an entire episode on the manic search for an iPad (just days before its launch). The situation around the latest techie toy flowed out of Phil’s wannabe geekitude. While some folks cried foul, at least the iPad was a timely topic, and the focus was more on Phil’s hilarious aspiration to be an early adopter — as well as the utter dashing of his birthday dreams. Would it have been believable for the plot to revolve around a fake invention we didn’t recognize?
Apple says it doesn’t pay for product placement. Maybe the true genius in product placement is building a brand that Hollywood wants to celebrate.
What product placement have you seen lately that really works? Which ones made you groan?
Comments
The worst project placement I have seen was for Cherry 7-up in Ugly Betty (this season or last). Basically a character stopped in their tracks held up a can and said how awesome it was. To boot, it was character that probably would never drink Cherry 7-up.
My bf and I have a game when we watch TV that we say "plug" whenever there is a product placement (blatant or not).
I don't mind products being in the background. I think it gives credibility to creating a real world as opposed to a can that has a piece duct tape over it that you know is Coke. It's the obvious out of place pimp that just looks bad and makes everyone uncomfortable.
Isn't it interesting how we are almost going back to the 1950's where entire shows were "brought to you buy Brill!" Rather than different commercials, one brand sponsored an entire show.
I actually prefer those promotions where you will see 'this show brought to you commercial free by (insert brand name here.) For me it's all about seamlessness. If it feels like it would naturally be in the show, great. But if it feels forced or inserted it's disruptive and leaves you with a negative connotation.
I predict we will see more product placement and sponsorships in the future.
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