Product Placement
Written by Fred Brown
James Bond - 007 returns in Quantum of Solace
The latest Bond flick Quantam of Solace has just opened. I know this because I read a pamphlet about the development of the Ford Ka (a car so small Americans would be able to fit it in the trunk of their vehicles). The Ka is featured in the movie – in return for no small fee.
This got me thinking about products ‘placed’ in films and TV shows – no doubt a very good way to reach your audience. But how do we marketing folk know if a product has been selected because it is right for the character, or simply because of the fee received? I must confess to being rather more susceptible than the average bear to buying stuff I see on the screen, so now I am in something of a quandary. I love my BMW’s but even I winced when the Z3 served as Mr Bond’s wheels. Authenticity goes a long way and as I advance in years I find myself thinking rather fondly of the days when Aston Martin would lend the cars to the filmmakers. At least you knew where you were then.
The only car maker that is above the fray is that slice of British eccentric car making called Bristol. They won’t allow the press to drive their cars and if you’d like to own one you are interviewed first. James May, an equally eccentric host of Top Gear, a motoring show on the BBC, was recently turned down. How refreshing, if slightly quaint.
Comments(3)
INteresting point Freddo. I just (and finally) watched Iron Man. An excellent film, no doubt, and even though the product placement was obvious – Burger King, Audi as two very prominent examples – I didn’t feel that it too away from the effect of the film. I to wondered though, how we should be acting/reacting to product placement in movies and how it is or at least should be strategically led.
After seeing that picture I immediately went out and bought a Heckler & Koch MP5. Great product placement.
I’ve had enough of product placement in films, it completely ruins the brand esp. with something like Bond. There have been far too many ads hanging off QoS recently.
The film industry is at fault and the sad thing is we as consumers can’t (really) vote with our feet, on screen advertising is almost impossible to quantify…