The Wacky World of Product Placement

Summary

The video explores the history and evolution of product placement in media, tracing its origins back to 1873 with Jules Verne's potential sponsorships in literature. From the first film with product placement in 1927's *Wings*, to the rise of TV show sponsorships and the infamous quiz show scandals of the 1950s, the script follows the growing influence of brands in entertainment. The 1980s and beyond saw iconic examples like *Back to the Future* and *E.T.*, where product placement not only boosted sales but became cultural touchstones. Despite the commercialization, the video also highlights how some brands, like Apple, use placement creatively to influence perceptions.

Takeaways

• 😀 Product placement can be traced back to the 1800s, with Jules Verne's 'Around the World in 80 Days' possibly featuring early examples of brand integration.
• 😀 By the 1920s, product placement had found its way into films, with the 1927 movie 'Wings' featuring a Hershey's chocolate bar in a key scene.
• 😀 In the 1950s, independent product placement agencies became popular, and TV shows, particularly quiz shows, were often influenced or rigged by sponsors.
• 😀 The 1950s TV quiz show '21' was rigged by producers to maintain sponsorship deals, which eventually led to legal changes in quiz show regulations.
• 😀 The 1980s saw an explosion of product placement in films, driven by corporate competition, such as Coke’s purchase of Columbia Pictures in 1982.
• 😀 Pepsi's product placement in 'Back to the Future Part II' with Pepsi Perfect became a cultural milestone, highlighting the effectiveness of embedded advertising.
• 😀 The 1980s also saw the rise of iconic placements like Reese's Pieces in 'E.T.' and Wayfarer sunglasses in 'Risky Business,' which influenced consumer behavior.
• 😀 By the 2000s, product placements continued to evolve with brands like Wilson and Chevrolet's Camaro in films, showcasing the lasting impact on pop culture.
• 😀 However, not all product placements are successful—many are forgettable, and some even fail to resonate with audiences, as seen with 'Man of Steel'.
• 😀 'Wayne's World' parodied product placement, illustrating the tension between commercialism and art in Hollywood, and influencing how audiences perceive ads in media.

Q & A

What is the earliest documented example of product placement?

The earliest documented example of product placement is from 1873 when Jules Verne mentioned specific shipping companies in his novel 'Around the World in 80 Days'.

How did product placement evolve in the film industry during the 1920s?

By the 1920s, product placement had become a regular practice in movies. The first film with a product placement to win Best Picture was 'Wings' in 1927, featuring a noticeable shot of a Hershey's chocolate bar.

What major event in the 1950s contributed to the rise of product placement in television?

In the 1950s, television quiz shows were increasingly influenced by sponsors. Producers were pressured to rig shows like '21', which led to a major scandal in 1960.

What was the scandal surrounding the TV show '21'?

'21' was rigged by its producers in the 1950s after pressure from the show's sponsor, Geritol. Contestants were scripted, given stage directions, and even manipulated to sweat on camera to create drama.

How did product placement become prominent in the 1980s?

In the 1980s, product placement surged, partly due to Coca-Cola's acquisition of Columbia Pictures in 1982, which triggered Pepsi to ramp up its own placement efforts in films, leading to iconic placements like Pepsi Perfect in 'Back to the Future Part II'.

How did 'E.T.' influence the use of product placement in movies?

'E.T.' (1982) helped popularize product placement with Reese's Pieces, which saw a significant increase in sales, showing how such placements could directly impact consumer behavior.

What iconic product placement occurred in 'Top Gun'?

In 'Top Gun' (1986), Tom Cruise wore Ray-Ban aviator sunglasses, which led to a 40% increase in sales for the brand.

Why did 'Wayne's World' criticize product placement?

'Wayne's World' (1992) humorously criticized the commercialization of movies and product placements, mocking how Hollywood was selling products through blatant in-film advertising.

How did product placement impact the sales of the Camaro in 'Transformers'?

The Camaro's appearance as Bumblebee in 'Transformers' (2007) played a major role in reviving the car's popularity, making it a strong competitor against the Mustang in the muscle car market.

What humorous product placement was featured in 'Days of Our Lives'?

In 'Days of Our Lives', there was a scene where a character was reading lines off a Subway wrapper, while discussing various sandwich combinations, which is an example of subtle product placement.