A few weeks ago I wrote about Skyy vodka again being the official vodka of the movie Sex and the City 2. It’s now less than a month until the world premiere and more and more brands have been associated with this would-be box office blockbuster.
The latest brand which will try to get maximum out of product placement in SATC2 is Hewlett-Packard. This is quite a surprise, because Carrie Bradshaw‘s most loyal partner was her Mac. All of her columns were written on Mac. We could go a bit futher and say that Apple’s product placement in the Sex and the City TV series was one of the best placement’s of the last decade.
Mac was also featured in the first Sex and the City movie.
For HP this is not an unexpected move. At the New York Fashion Week designer Vivienne Tam presented HP’s Mini 210 as a part of her spring 2010 collection. Apparently they decided that using product placement in Sex and the City 2 would change/enhance their brand position. Tracey Trachta, executive director, Global Marketing, Personal Systems Group, HP said that “HP is increasingly recognized as a brand synonymous with breakthrough style and design.” Well, in my opinion the word Apple would be more appropriate in the above sentence.
The agreement will include appearances by HP’s PC’s and notebooks in the movie and a bunch of other global promotions – local pre-screenings of the movie; in-store events and window displays; VIP parties; interactive web experiences; online sweepstakes, and so on and so on. Sarah Jessica Parker will also appear in HP’s TV commercials, print, online and outdoor ads as a part of “PC is Personal Again” campaign.
I have already stated that Sex and the City is a prime example of product placement prostitution. This happens when corporate money directs the movie. The second movie is not an exception – I believe it will be a two-hour-commercial for something around 20 brands. I have already mentioned Skyy and HP, in the trailer for the movie you can see Mercedes and Dior, and there is news about Moet&Chandon, Emirates Airlines …
Nevertheless I have to admit that I partially agree with one comment on my previous post on SATC – Steki said that there’s not product placement prostitution in SATC, because this a movie about lives of a 4 modern women, whose main concern is how to be cool and how to express their own individuality in the modern world where everything but being average is acceptable…
Yes, maybe that’s true – but will Carrie even know how to use Windows?