Brands & Films

Reflections on product placement in movies, music and on TV

Brands & Films on Pinterest and Tumblr

I’d like to inform you, that you can now find additional content about brands, films, TV shows and product placement on two different platforms.

I couldn’t resist the hype and created Brands&Films’ profile on Pinterest. It consists of examples of product placement, some interesting brands, products I like and much more. In comparison to the blog it includes some more personal stuff.


Recently I’ve also started with another small project. If Brands&Films is Batman, then this project is its Robin. You can find it on Tumblr.

The project is called Brandspotting and it’s meant to be an addition to Brands&Films. Every day you’ll find a photo of product placement or an interesting brand, perhaps a video and on Sundays a (famous) quote about branding, advertising, marketing in general …


I hope you’ll find the additional content at least a bit interesting. I’d also like to hear your comments or suggestions about those two new projects and if you have some ideas about possible blog post I’d be grateful to discuss them with you.

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Vineyards as product placement

Do you remember American pop-rock band Train? Their biggest hit was the song ‘Drops of Jupiter‘ which won two Grammy awards in 2002 (for the best rock song and for the best arrangement).In 2009 they released their first single after a three year break from the music. The song ‘Hey, Soul Sister’ became their second-biggest hit. Additionally Train received their third Grammy for Best Pop Performance by a Duo or Group with Vocals for the aforementioned song.

On April 17, Train released their 6th studio album California 37. The album includes their latest hit single Drive By, which became the band’s fifth top 20 hit in the US and a top 10 hit in 11 countries.

The music video for the song was first released onto YouTube on February 15, 2012. It includes all three members of the band driving Pontiac Firebird, Chevrolet Camaro and Ford Mustang. Besides those vintage cars the other two stars of the video are Romanian model Linda Croitoru, in the US known as Linda Taylor, and Shafer Vineyards in Napa Valley, California.

Pontiac Firebird, Ford Mustang and Chevrolet Camaro in Train's music video “Drive By” (2012, Columbia, screen capture)


For me, the most interesting part of the video were not cars, but the vineyard. For vineyards (or any other property, to be honest) the decision to be a part of a music video or even a movie is not a traditional promotional or brand-building activity. The main limitation of product placement for such property is their limited mass appeal. In case of Shafer Vineyards it’s going to be really tough to attract many new visitors to the property, but on the other hand vineyard’s visibility might improve wine sales through increased brand value.

Shafer Vineyards in Train's music video “Drive By” (2012, Columbia, screen capture)


In the news section on Shafer Vineyards web page it says: “The popular band Train chose Shafer Vineyards as a backdrop for the new music video of their hit song ’Drive By’.”

But … if the collaboration between Train and Shafer Vineyards was product placement, I have to mention one prominent example of vineyards as an important part of a movie. It was so good that it was on 15th place on Brands&Films’ list of Top 40 best placements ever.

Drinking wine in Sideways (2004, Fox Searchlight, screen capture)


Sideways (2004) is an American comedy-drama, directed by Alexander Payne. It follows two forty-something year old men Miles (Paul Giamatti) and Jack (Thomas Haden Church), who take a week-long road trip to the wine country of Santa Barbara. Wine is a central element of the movie screenplay and following the movie’s release in October 2004, Merlot sales dropped 2 per cent while Pinot noir sales increased 16 per cent in the Western United States. In the following months sales of Pinot noir rose by 22 per cent on the whole US market. Pinot noir brand Blackstone achieved even bigger boost – its sales increased by almost 150 per cent. The wine-growing valley of Santa Ynez in California also received a boost in tourism and at the restaurant ‘The Hitching Post’ which also appeared in the movie, business increased by 30 per cent.

It remains to be seen whether Shefer Vineyards’ role in Train’s video will generate some tangible results.

You can check more examples of product placement from Train’s video ‘Drive By’ on Brands&Films’ Facebook page.


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Product placement in pictures – We Bought a Zoo

We Bought a Zoo is the latest Cameron Crowe movie in which Matt Damon plays the lead character, Benjamin Mee. After his wife died, Benjamin and his family moved into a rundown zoo and started preparing it for its reopening to the public.

The movie is based on a memoir by the real Benjamin Mee, who moved to a zoo near Devon in England. The zoo was known as Dartmoor Wildlife Park, but after the purchase by the Mee family and following major refurbishment work it was reopened in July 2007 as Dartmoor Zoological Park. According to the article in Guardian the zoo is still struggling to keep going and Mee hopes the film’s release in Britain will attract more visitors. Apparently if it wasn’t for the film, which premiered in the UK in March, the family-run zoo would have gone bust. Mee hopes the film will boost annual visits from 100,000 to up to 500,000.

Since it’s still early to predict the impact of We Bought a Zoo to the number of visitors in Devon, let’s check some of the most obvious examples of product placement from the movie.

Ford and GMC

We could see Matt Damon driving Ford’s big SUV Flex in several scenes. On the other hand the only ‘bad guy’ in the movie, a strict zoo inspector, was driving GMC Canyon.

Ford Flex in We Bought a Zoo (2011, 20th Century Fox, screen capture)


GMC Canyon in We Bought a Zoo (2011, 20th Century Fox, screen capture)

Mayflower Transit

When Benjamin’s family moved to the new home, they used Mayflower moving company

Mayflower truck in We Bought a Zoo (2011, 20th Century Fox, screen capture)

The Home Depot

Even though members of Benjamin’s family mentioned Target a few times, they went shopping in The Home Depot, where they engage in a conversation with a friendly cashier.

Cashier in The Home Depot in We Bought a Zoo (2011, 20th Century Fox, screen capture)

Apple

Apple’s MacBook Pro could be seen in several scenes, notably during one night when Benjamin started browsing through photos of his late wife.

Apple's MacBook Pro in We Bought a Zoo (2011, 20th Century Fox, screen capture)


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Some other movies from the ‘Product placement in pictures’ series:

The Girl with the Dragon Tattoo

The Help

Drive

Crazy Stupid Love

Horrible Bosses

Friends With Benefits

Fast Five

No Strings Attached


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Product placement in Madonna’s lyrics

Last week I read a news report that Madonna integrated product placements in the lyrics of her new song “I Don’t Give A.” Brand dropping is not unusual in the music industry, however it’s really is less common that such a superstar would include brands in her lyrics.

In the song “I Don’t Giva A” guest artist Nicki Minaj raps:

“We material girls, ain’t nobody hotter, fox collar

See I really can’t relate to your Volvo, and you can’t get these shoes at Aldo.”

The article stated that no formal statements have been made regarding the product placement.

The interesting fact about those lines in the song is that Madonna will launch her shoe line Truth Or Dare for Autumn 2012 collection. It will be produced by Aldo Shoes.

Shoes from Madonna's Truth or Dare collection for Aldo Shoes


However, mentioning Aldo on the latest album wasn’t the first case of brand dropping by Madonna. I’ve checked the lyrics on all 12 studio albums and found several examples:

Where Life Begins (album: Erotica)

Colonel Sanders says it best

“Finger lickin’ good”

Did You Do It (album: Erotica)

She was so good just like uh, Campbell’s soup

American Life (album: American Life)

I drive my Mini Cooper

Girl Gone Wild (album: MDNA)

The room is spinning  It must be the Tanqueray

I Don’t Giva A (album: MDNA)

In the Bugatti, ten years one tire

Ayyo Madonna, maybe I say you original Don Dada

In that, yeah Gabbana, and the, yeahda

We Material Girls, ain’t nobody hotter

Well, that were brands that I managed to find in Madonna’s lyrics. She’s really wasn’t a heavy user of brands in her songs, although the decision to include Aldo in “I Don’t Giva A” is kind of clever, considering her deal with Aldo Shoes. We’ll see how it will turn out.

Below you can see most frequently used words in Madonna’s lyrics and if you want to create your own tag cloud you can do it at Wordle.

Tag cloud of the most frequently used words on Madonna's studio albums


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James Bond Crush chapter 1: Café Martinique, Bahamas

The helicopter skims over the waves of the translucent aqua waters, as James hovers precariously at the open door, binoculars trained unerringly on the sea bottom. The missing nuclear-missile equipped plane is somewhere beneath, carefully hidden beneath the curling waves and shifting white sands far below. The plane must be somewhere below…  But, how to find it?

Thunderball


Thunderball, filmed in 1965, was the movie that launched my fascination with all things Bond. To this young boy, the clear turquoise waters of the Caribbean were magical, the sea-life below inspiring, and my quest for the exotic side of life was born. The white sand beaches, the music of Junkanoo, the beautiful rich-girl Domino snorkeling for starfish in her teeny-bikini, the underwater diving scenes as Bond dives with his miniature air tank, (as sharks circle, of course!) trying to locate the plane which Largo has deviously camouflaged with nets; how could these images fail to capture the imagination!

The scene in which Bond first meets his nemesis, Largo, was actually a restaurant called Café Martinique on Paradise Island, Bahamas. This small, uber-elegant 1960’s restaurant was carefully retrofitted for its glittering close-up as a Casino in Thunderball. So what better a place to kick off our new James Bond movie location hobby? We packed our bags and packed our fanciest finery for a fine dinner on Paradise Island.

Location of Cafe Martinique (Source: Google Maps)


Many of the James Bond movies over the years have made use of the stunning scenery of the Bahamas, from Thunderball in 1965 with Sean Connery, to For Your Eyes Only with Roger Moore in 1981 and The World is Not Enough in 1999 with Pierce Brosnan. The romantic Café Martinique, now a lemon-meringue townhouse enveloped in banana trees and exotic flowers, was once located where the immense Atlantis Resort now stands, and had its own dock where the well-heeled could tie up their yachts to enjoy a gourmet dinner and some fine wine. The movie does not show much of the exterior, mainly focusing on the excitement in the casino, and then romantic dining outside on a terrace strung with patio lanterns and showcasing a Caribbean band, but I longed to see it, and my wife was also intrigued with seeing it in real life. Going there for a romantic evening was to be our first foray into “Bond Trekking”.

Sean Connery and Claudine Auger in the Bahamas from the movie Thunderball (1965, United Artists, screen capture)


As bad luck would have it, the first time we tried to visit Café Martinique in the mid 1990’s, it was closed down, theoretically “for renovations”. How disappointing not to be able to experience a dinner at this restaurant after coming all this way! However, trying to make the most of the situation, we strolled around the property. Though it was dark and boarded up, we could visualize it from the movie, remembering how James walks into the Casino, to see the super-sexy Domino sitting at the Poker table with Largo, her “legal guardian”. (What fun would that be – to have an Arch-Villain as your legal guardian!) It made us sad to see it closed down. At that time, we did not realize that it was actually going to be demolished to make way for an expansion of what is now the monolithic Atlantis Resort, which has transformed the once beautiful and somewhat sleepy Paradise Island into the Disneyland of the Caribbean, a debatable honor.

A more recent return to experience the One and Only Ocean Club, Bahamas, where Casino Royale filmed many scenes (to be covered in a future chapter), found us searching out Café Martinique once more. We ended up wishing we hadn’t tried a second time. It is now just a small part of the immense “Atlantis Wonderland” that covers most of Paradise Island. The theme park environment in which Cafe Martinique has been rebuilt, with the hordes of rather obnoxious tourists and the screaming children that accompany them, have caused this once intimate gem to lose all intimacy and charm.

Cafe Martinique (Source: WhereToStay.com)


They have tried very hard to recreate it, and have even put in a replica of the bird-cage style elevator to bring you up to the dining floor. It is quite beautiful, with a cozy bar filled with carved antique furniture, and a dining room bursting with colorful flowers. There are etched glass windows that filter the hot Bahamian sun, and a stunning Mahogany staircase to impress. Run by protégée Michael Lewis, the cuisine of super-chef Jean-Georges Vongerichten is now the attraction, although there are varying views as to whether this is a successful partnership. I had the Roasted Bahamian Lobster Tail in the Shell with delicious fried plantains (incredibly wonderful) and the Dover Sole Meunière for my husband. You can check out the menu here.

Sadly, though, at least for Bond Lovers, it now feels like just another restaurant, as though it soul was stolen away. Well, there’s always another try! Where should we go next?



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James Bond Crush chapter 1: Cafe Martinique, Bahamas was written by Deborah Thompson who runs a very interesting blog New Jetsetters. Café Martinique is the first installment of the James Bond Crush series.

The first time Deb saw the turquoise blue waters surrounding Bermuda from the air as a child, she was smitten. Already in love with the written word and writing itself, a black leather-bound diary was soon filled with treasured memories of the charming island and her stay at the luxurious Elbow Beach Hotel. Since then she has traveled far and wide, and written dozens of stories and reviews on exotic locations from around the globe. Deborah regularly contributes to New Jetsetters blog with a special emphasis on intimate and romantic destinations.

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