September 16th, 2013
'Bones' and the Rise of Awesomely Awkward Product Placement
By Stewart Mason
Fans of the TV show Bones, which returns tonight at at 8 PM ET on Fox, have a love-hate relationship with one of the series’ oddest little quirks: approximately four times per season, an episode will stop dead for about 60 seconds while the characters talk enthusiastically about some cool feature or another on the Toyota they’re riding in.
While some viewers find the in-show ads obnoxiously intrusive, others (including myself), actually appreciate how obnoxiously intrusive they are: by making the ad sections as blatant as possible, the show’s producers are implicitly acknowledging how silly the practice is. You can tell that they’re uncomfortable with the practice, though: clips of the Toyota scenes that show up on YouTube invariably get pulled almost immediately on copyright infringement claims.