Product placements manifest in various forms tailored to the needs of each client. Among the most prevalent is the “hands-on” moment, such as Joe (Penn Badgley) in Netflix’s “You,” gently pushing his son in the UPPAbaby VISTA Stroller, seamlessly integrating the brand into the scene. Another strategy involves verbal mentions of the brand, as exemplified in “Glass Onion” when Lionel (Leslie Odom Jr.) savors a sip of his drink, declaring, “Mmm Lagavulin 16,” subtly acknowledging his preference for the scotch whisky. Some product placements feature prominently visible objects adorned with recognizable logos, implying their use without explicitly showcasing it, like Whitney (Emma Stone) sitting next to her Lexus NX Hybrid in an episode of Showtime’s “The Curse.”
Product placements may incorporate branded objects like a prominently displayed “Guinness” sign in a bar scene. For our client, Ally bank, we ingeniously integrated their brand into “Blue Beetle,” illuminating a building with a glowing “Ally” sign as a superhero soars overhead. We have also showcased characters using the Ally app on their phones, with clear branding that felt natural to the scene. Physical locations or stores can also serve as effective product placements, as seen in “Cobra Kai” when customers enter an Enterprise Exotics sector of Daniel’s (Ralph Macchio) car dealership. We’ve orchestrated placements in other scenarios, such as characters visiting the Johnnie Walker Distillery in Scotland in “Somebody Feed Phil” or celebrities like Ellen and Kim Kardashian serving ice cream from a Cold Stone branded truck on “The Ellen Show.”
Even items subtly placed in the environment, like George Dickel branded napkin holders in “Tulsa King” or Razer gear on a gamer’s desk in “Extended Family” contribute to the brand’s presence. In sponsored segments, like a game segment on “Jimmy Kimmel Live,” a fusion of verbal mentions, hands-on prop moments, and other branding elements creates a comprehensive and impactful integration. These are a few examples of the types of product placements we focus on. It’s important to cater the product placement specifically to both the brand and the character’s environment in the specific film or television show that you are working on.
