After tapping into the world of advertising, it's nearly
impossible for me to watch TV without having something to say about the ads
during commercial breaks. Likewise, as I sit with my boyfriend quietly watching a show or
a movie a little squeal goes off in my head as I triumphantly notice the subtle
product placement that just appeared on the screen. I suddenly forget about the
show as my mind trails off, "I wonder if he noticed the product too,"
"I wonder who approached who to get that placement spot", "I wonder
if they got their brand noticed for free".
There is also those times when a clip seems like it NEEDS a
product placement and doesn't have one. Like when someone's at a bar and all
the bottles are meant to portray some obvious brand name but the labels are not
on the bottles. Would it have killed the producers to use real bottles of booze
for their show even if the company wasn't willing to pay for the placement?
An article from Jared Paladecki aka 'Sam' from Supernatural said in an interview that the
actors and producers don't want to take away from the story or characters and Supernatural
will never sell out.1 They have even turned down companies like Coca-Cola.
But alas, every show swings one way or another and I can
remember a few times when my advertising eye has caught product placement in
the show. Rufus Turner's favorite drink is Johnnie Walker Blue Label. Dean was
instructed by Bobby to bring him a bottle when he first meets him in season
three, and when Rufus dies in season seven, the boys pour a bottle of Johnnie
Walker Blue on his grave.
Jared's comment has some back bone too it, other than the
Johnnie Walker brand, I can only think of one or two other known products I've
seen in the show. Sam and Dean are so distinguished with an individual old
school style and not many brands would fit into the show, however, after
hearing Jared's comment, implementing the Johnnie Walker brand into a few episodes
seems like a natural fit and rings well with who Rufus was as a character.
When a product can fit as naturally as it does in
Supernatural, advertisers are doing it right. Unfortunately there are many
times when a product is so forced and in your face that its almost a turn off
and can have a negative effect on a brand. This Josie and The Pussycats TRAILER
has product placement out the Wazooo, imagine what the movie is like. On The
Voice, even Christina Aguilera's water is in a Starbucks cup. REALLY? We get it, stars drink Starbucks, give it a
rest.
1 Jeffrey, Morgan. "Padalecki: 'Supernatural Won't Sell
Out'" Digital Spy.
N.p., n.d. Web. 30 Sept. 2013.
<http://www.digitalspy.ca/ustv/s6/supernatural/news/a271628/padalecki-supernatural-wont-sell-out.html>.
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