September 14th, 2013

Embracing the dark side in product placement

By Stephen Lynch

You can always count on blockbuster films to be home to a veritable smorgasbord of branded tie-ins. Yet from the Audi advert that is Iron Man 3 to The Man of Steel keeping his chiselled jaw smooth with Gillette, it seems that brands always overlook the bad guys.

Films benefit from the trade in equity that takes place by including branded goods as part of their story. Brands help to communicate character traits and in turn, consumers come to associate brands with these traits.
This is best demonstrated by the Bond franchise, where 007 is portrayed as a dreamy lady-killing sophisticate.

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