Did you see the feature length commercial last summer called “Transformers:Dark of the Moon”? They sprinkled in some dialogue and “acting” to showcase 71 different products in various explosions. Brandchannel has recognized this feat of marketing chutzpah with an award for achievement in Product Placement in a Single Film. Kudos.
The winner of the award for overall product placement is (quelle surprise) Apple. Apple took this award last year as well. The company’s products were featured in 17 of the 40 movies that made it to number one at the box office. So that means that (carry the one…uh…argh, math is hard) just under half of all the big hit movies featured an Apple product.
An interesting fact about product placement of Apple products is that Apple does not pay for, or seek out product placement deals. While Ford and Coke pay mucho dinero, as do almost all the other companies, Apple has always allowed film makers to use their products. Word on the street has it that it never asks for payment, but requests that the product not be shown in a bad light or with negative connotations.
The real reason their products are featured is because traditionally most if not all directors and screenwriters use Macs to write the movies. It also doesn’t hurt that the computers look good on film and were less common than PCs and stood out in the various scenes. Now iPhones and iPads are the sexy and cool new gadgets and the main character in a movie has to look cool and smart.
Well, I’m off to the commercials (I mean movies)…
Bonus: Those of you old enough to remember “Wayne’s World” might remember the classic scene where Wayne winks at the camera while doing his product placement. Yep, there is an award for that too.
Five Years Ago
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