We’re thrilled to spotlight a recent success in premium scripted content: the strategic brand integration of Johnnie Walker Black Label in Netflix’s original series Ransom Canyon—a result of our long-standing collaboration with both the brand and creative partners through our proprietary Writers Room Program.
In Episode 5 (“I Love a Good Secret”), which premiered on April 17, 2025, veteran actor James Brolin (playing the character Cap) delivers a subtle but powerful moment of product placement when he walks up to the bar and orders,
“Johnnie Walker Black. Neat.”
This seemingly simple line is anything but accidental. It’s the result of a thoughtful, story-driven approach to brand integration that aligns product with character, tone, and setting. Cap is a man of few words and strong convictions—an archetype who pairs perfectly with the timeless, confident character of Johnnie Walker Black Label.
Set in the sweeping landscapes of Texas hill country, Ransom Canyon is a contemporary western and family drama starring Josh Duhamel, Minka Kelly, and James Brolin. The show’s grounded tone and character-driven storytelling made it a perfect fit for an elegant, heritage brand like Johnnie Walker. Our Writers Room Program, which fosters early-stage collaboration between screenwriters and our brand partners, played a pivotal role in making this moment happen authentically and organically within the script.
By embedding our brand partners into the creative development process from the beginning, we ensure moments like this are earned, narrative-aligned, and emotionally resonant—far beyond a standard product placement.
At Mediaplacement, we believe brand storytelling should feel as natural and compelling as the content itself. With Ransom Canyon, we’re proud to have helped bring that philosophy to life—merging iconic storytelling with an iconic whisky.
