October 28th, 2011
A placement in the sun
By Tatiana Siegel
Lady Gaga slipping on a pair of Carrera sunglasses in her “Bad Romance” musicvideo. Shia LaBoeuf ogling Bulgari bling in “Wall Street: Money Never Sleeps.” Fat Tony ordering his henchmen to sew Lacoste alligators on knockoff T-shirts in “The Simpsons.”
What’s the common thread? They all represent the subtle handiwork of Propaganda GEM, a titan in the world of product placement.
As commercials go increasingly unwatched thanks to such advances as the DVR, advertisers are funneling greater resources into product-placement strategy. That has created a boon for Propaganda—which boasts a client list that includes BMW, Lacoste and Nokia—as it celebrates its 20-year anniversary this month.
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