Brands & Films

Reflections on product placement in movies, music and on TV

It could be better: Oreo in Modern Family

Last week I read an article in AdAge about Oreo’s collaboration with the producers of American sit com Modern Family. It says:

The producers at ABC’s “Modern Family” have cooked up a product appearance for Kraft Foods’ popular Oreo cookie, and the results are expected to show up in Wednesday’s episode of the program.

After I read that sentence I hoped to see some creative product placement, maybe similar to iPad’s placement from the Season 1. That placement, which was analyzed in the blog post Will iPad’s product placement go into marketing handbooks? and is very very good, showed us that it’s possible to include a product in Modern Family in such a way that it’s not distracting, too blatant or even offensive.

Oreo in Modern Family S03E18 (2012, ABC, screen capture)


Oreo’s product placement was really short, but it still included all three types of placement: the brand was visible, one of the characters (Luke) used it and he also said the name of the brand.

Luke: “Dad, check it out. I made one giant Oreo.”

Phil: “Luke, what are you doing? You gotta eat it like it’s an ear of corn.”

Luke: “Genius.”

Oreo in Modern Family S03E18 (2012, ABC, screen capture)


The article in AdAge said that product placement in Modern Family was a part of Oreo’s marketing activities surrounding Oreo’s 100th birthday. Apparently Kraft wanted a scene which will involve Luke Dunphy eating Oreo in an interesting way and ABC has also run a series of promotional vignettes that feature clips of “Modern Family” characters celebrating their inner child.

I have to admit that I expected a bit more. Even though Oreo’s product placement was nicely done, I thought it was way too short to be really memorable or to stand out as an example of creativity in product placement.

Mini in Modern Family S03E18 (2012, ABC, screen capture)


It that episode (S03E18) we could’ve seen another product placement: several clowns got into a tiny Mini. That quick product placement was in my opinion even better than Oreo’s.

What do you think?


Which car is vampires’ choice: Volvo or Audi?

One of the most interesting and funny commercials from the last Super Bowl was Audi’s ad for the new Audi S7 called Vampire Party.

New Audi shows up at a vampire party in the middle of the woods, but the driver, who’s also a vampire, forgot that the new Audi has some vampire-killing LED headlights.

Audi's LED headlights from the Vampire Party ad


At the moment it seems that Audi used vampires as a one-off campaign. Audi’s Chief Marketing Officer Scott Keogh explained their decision:

“Given the power of the Super Bowl platform, we wanted to create an entertaining spot that clearly focused on our LED headlights – one of our key product attributes – while also sparking conversation about whether or not it’s time for us to move on from the omnipresent vampire trend into something new and even more exciting.”

Audi is not the first car maker to use vampires in their communications. Swedish car manufacturer Volvo put its cars in all four movies of the Twilight saga and we could expect to see a Volvo in the upcoming Twilight movie Breaking Dawn – Part 2.

Volvos from Twilight movies (2008-2011, Summit Entertainment, screen capture)


I’ll cover Volvo’s use of product placement in a separate blog post, and I have to admit that their use of Twilight movies was a bold choice. On the other hand Audi’s commercial can be understood as a (one time) spoof, which also makes fun of glowing vampires from Twilight.

It’s an amusing ad from Audi, but nothing more. If you’re a vampire, you should stick with Volvo. It’s the safest choice :)

You can find more pictures of product placement from the Twilight movies at Brands & Films’ Facebook page.


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Chevy Thunder

A few weeks ago I wrote about one of Lana Del Rey’s songs that had a brand name in the song title. It was Mountain Dew in the song Diet Mountain Dew. Here’s another example of a band dropping a brand name in the song title.

New British band Spector recently released video for their latest single Chevy Thunder. You probably haven’t heard of them yet. Spector is a five-piece indie rock band from London, which has been described as ”somewhere between Roxy Music and the Strokes, the Killers and Kanye West, Pulp and R&B and Frank Sinatra.” In December 2011, the BBC announced that the band had been nominated for the BBC’s Sound of 2012 poll, but (unfortunately) they didn’t win the contest.

Their first single Never Fade Away was released in April 2011. Chevy Thunder is Spector’s fourth single.

Chevrolet in Spector's music video “Chevy Thunder” (2012, Luv Luv Luv Records, screen capture)


Spector didn’t include Chevy only in the song title, but also in the lyrics:

Not coming back but I can’t stop waiting

Give me a minute while my heart stops breaking

Give me a minute while I fix my tie

Give me a minute while I take my life.


Back into my own hands,

There’s a Chevy Thunder on the drive tonight

I’ll take your father’s car,

And I’m not coming back alive.


But there’s more :)

In the video for the song, which was put online on 24th January, we can see Chevrolet vehicles in several scenes and also Chevy’s logo as a tattoo.

Chevrolet in Spector's music video “Chevy Thunder” (2012, Luv Luv Luv Records, screen capture)


Chevrolet's logo in Spector's music video “Chevy Thunder” (2012, Luv Luv Luv Records, screen capture)


During the video three questions crossed my mind:

1. Did Chevrolet paid Spector for a brand dropping?

My guess: probably not.

2. Did Chevrolet paid Spector for product placement in the video?

My guess: probably not.

3. Would Chevrolet use Chevy Thunder in some of its promotions?

My guess: probably not.


I might be wrong, though.

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Product placement in pictures: Intouchables

Intouchables is a French film that premiered in November 2011 and in two months it became the second most successful French film of all time (in number of spectators in France).

It’s based on a true story of Philippe Pozzo Di Borgo, a French businessman, who was injured in a para-glider accident in 1993 and became quadriplegic. Three years later his wife died and he was helped out of his depression by Abdel Sellou, his life-aid assistant.

The movie is not 100% faithful to the true story: Intouchables tells a story of an unexpected friendship between a wealthy French aristocrat / businessman Phillippe and Driss, a young man with a Senegalese background from Paris suburbs. It might be one of the best feel-good movies that I’ve seen in a while.

Based on the data that I found on Wikipedia and BoxOfficeMojo Intouchables cost 9.5 million Euros to make (roughly $12.7 million) and by 26th February it grossed $236 million. It was kind of expected that some big company would buy rights to market it in the US. Apparently The Weinstein Company has acquired most of the rights of the film outside France and US remake rights.

Anyway, I really loved the movie and I highly recommend you to watch it, but let’s check product placement from Intouchables.

Maserati

The movie starts with a wild ride on the streets of Paris. The car is Maserati Quattroporte and has quite significant screen time throughout the movie.

Maserati Quattroporte in Intouchables (2011, Gaumont, screen capture)


Maserati Quattroporte in Intouchables (2011, Gaumont, screen capture)


Beats by Dr. Dre

We can see Driss wearing Beats by Dr. Dre headphones in several scenes, including in the bath tub.

Beats by Dr. Dre in Intouchables (2011, Gaumont, screen capture)


M&Ms

M&Ms in Intouchables (2011, Gaumont, screen capture)


Faberge egg

Faberge egg in Intouchables (2011, Gaumont, screen capture)


Nutella

Nutella in Intouchables (2011, Gaumont, screen capture)


BlackBerry

BlackBerry in Intouchables (2011, Gaumont, screen capture)



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Other movies from the ‘Product placement in pictures’ series:

The Girl with the Dragon Tattoo

Read the rest of this entry »

Where is Lisbeth Salander’s home? A review of Millennium Tour in Stockholm

Every Saturday at 11:30 a bunch of people from all over the world gather in front of the yellow building at Bellmansgatan 1 in the capital of Sweden. There are locals, Norwegians, Finns, Germans, Americans, Italians, Venezuelans … and sometimes even visitors from Slovenia. :)

The purpose of coming to this unspectacular place is a bit crazy for some people: in the next two hours they will visit locations, mentioned in Stieg Larsson’s bestselling Millennium trilogy.

Posters for Millennium Tour in Stockholm, Sweden (photo by Erik R)


Stockholm Stadsmuseum (Stockholm City Museum) has been arranging the Millennium Tour since 2008 and it’ been a huge success. Legend has it that the former Spanish Prime Minister Jose Luis Rodriguez Zapatero attended a tour, even before he began his official visit to Sweden.

If you plan to visit Stockholm, you’ll find that there is so much to see. The city has more than 100 museums, which makes Stockholm the city with the highest museum density in the world. Before I visited Stockholm in August last year, I had browsed the web about the things to do in the city and somehow stumbled upon the Millennium Tour. English guided tours were organized twice a week: on Wednesdays and on Saturdays, and the price was also fair: SEK 120 (EUR 13.32 or $18.87).

One group has started the Millennium Tour (photo by Erik R)


When I discussed the idea of taking the Millennium Tour with my friends they were surprised that a tour like that even exists and were excited at the same time. I have to admit I was excited too, but only till the point I had to actually buy the tickets.

Just before making the decision I was thinking: “It’s a tour based on a book. We would wander around the city and the guide would explain some passages from the book in great detail. It’s going to be boring. Boring and for old people.”

Well … Somehow I realized that it might be a once in a lifetime opportunity and bought the tickets.

And on Saturday we met Asa.

Meet Asa Danielsson

Our guide Asa Danielsson (photo by Erik R)


Åsa Danielsson is a private tour guide from Stockholm and our guide for the Millennium Tour. When we came to our meeting point she was already there, chatting with other attendants. Our first impression was: this might be better than expected. But enough about Asa for now.

We have started our tour at Bellmansgatan 1 on Sodermalm, one of Stockholm’s biggest island. This is where Mikael Blomkvist, the main character from the trilogy, lives in an attic apartment with a view of Gamla stan, another big island (Old Town). Asa told us why Stieg Larsson placed Blomkvist in exactly that apartment on Sodermalm and why it makes sense. BTW, all good guys in the trilogy came from Sodermalm and all bad guys lived in the northern part of Stockholm (in Norrmalm, Ostermalm or Gamla stan).

Mikael Blomkvist's apartment (photo by Erik R)


After not-so-brief introduction we moved to the west and checked awesome view of Stockholm from a small path just above the water. During the tour we learned a lot about Stockholm, its islands and the city history. We also tried to spot all Stockholm’s landmarks. Asa told us several interesting stories about filming American version of The Girl with the Dragon Tattoo and from January this year, Millennium Tour includes stories and locations from David Fincher’s remake, too.

During the tour we’ve also learned about Sweden’s history, their typical houses, emigration of Swedes in the 19th and 20th century, history of women’s rights in Sweden and gender equality, about Stieg Larsson’s life and his fight against right-wing extremism, coffee drinking habits of the Swedes (they drink a LOT of coffee) and much more.

We’ve also learned that during one tour a huge Larsson’s fan from Australia bumped into Lena Endre, who played the editor of the Millennium magazine and occasional Mikael’s lover Erika Berger in the Swedish movie adaptation. You can imagine his excitement :)

We realized that there are different translations of the first book’s title Män som hatar kvinnor, which means “Men Who Hate Women”, but was translated in English as The Girl with the Dragon Tattoo. However, some translations preserved the original meaning.

7-Eleven store at Götgatan (photo by Erik R)


On the road to Lisbeth’s apartment

We continued our tour through Götgatan street, spotted the location of Millennium magazine headquarters and found a 7-Eleven store, where Lisbeth was buying large packages of frozen Billy’s Pan Pizza and cigarettes.

After almost two hours we finished our journey in front of Lisbeth Salander’s home. If you read the Millennium trilogy you’ll remember that in the second book The Girl Who Played with Fire Lisbeth got an insane amount of money and she bought herself a new flat. She moved into a new home at Fiskargatan 9 near Mosebacke Torg on Sodermalm. For 25 million kronor (around 3.9 million USD or 2.7 million EUR) she got a suite on the top floor with 21 rooms and fantastic views over Djurgarden island.

Asa concluded our tour with some parallels between characters from the Millennium trilogy and Astrid Lindgren’s Pippi Longstocking and Bill Bergson (original: Kalle Blomkvist) books.

Lisbeth Salander's apartment (photo by Erik R)


Was it worth it?

One of the best elements of the tour was our guide Asa. I found her profile at Viator Private tour guides website. She stated that she: “love to guide combining a mixture of entertainment, making history come alive, interesting facts about the present society, fun anecdotes about everyday life and love of my home city! To me, it is very important that my guests have a great time and at the same time get to learn about Stockholm, Sweden and the Swedish life style.”

We have experienced everything that she promises in her description. I thoroughly enjoyed, because she speaks flawless English, is really knowledgeable, well-organized, extremely nice and friendly. It was brilliant.

What else to say about the Millennium tour?

I was totally surprised, because I really expected that the tour would be boring. Well, far from it. Even more, it was one of the most memorable things from Stockholm. I highly recommend taking the Millennium tour. You won’t be disappointed.

You can find more photos from the Millennium Tour on Brands&Films’ Facebook page.


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