Negative Product Placement

I know a person who worked in the product-placement field. Specifically, he worked for a major company who arranged a media-buy with a television show. He worked in Hollywood, on the set of the show to make sure that his companies products were positioned correctly on-screen and with the logo visible.

From this gentleman, (actually he wasn’t that gentle. he was like a bull in a china shop wearing orthopedic shoes) i learned that media buys work like this:

• Companies pay the show a set dollar amount for simply mentioning or referencing their product.
• There is a bonus payout if you speak positively about the product or use it in a way that is clearly of benefit to the character.

Lately however, I’ve been noticing a whole lot of negative-mentions on tv and movies… leading me to believe that a lot of these producers have their hands tied by their parent companies, and if they must include a product placement, they’re going to do it as sarcastically as possible.

Some examples:

SouthPark:

Doctor: Well, there’s no doubt in my mind, Mr. Marsh. Youuu arrre constipated. [walks over to a table]
Randy: [quite aware] Thanks for the news flash! I haven’t taken a crap in over three weeks! The question is why?!
Doctor: Well, what food have you been eating?
Randy: P.F. Chang’s, mostly. [rubs his belly] Good stuff.

Weeds:

Nancy: You bought a Prius?
U-Turn: I bought seven of ‘em! I got my whole crew drivin’ em. They’re real quiet. Good for sneakin’ up on motherfuckers!

video clip

Also from Weeds (and one of my all-time favorites)

Doug:    Why aren’t you eating?
Nancy:    I told you I ate already.
Doug:    Where?
Nancy:    The Olive Garden
Doug:    I wouldn’t take a dump in the Olive Garden.
Nancy:    I like the hot artichoke spinach dip.
Doug:    I can’t even look at you.

The bottom line for me is… i think media-buys are in the “ultimate evil” category and i’m glad that artists aren’t taking this shit sitting down. There are plenty of examples out there of shameless product placement (like the McDonalds date on Sex and the City) but at least when they do it tongue-in-cheek, it’s a bit more tolerable.

In closing, i offer you these clips from 30 rock:

30 Rock Snapple Placement
30 Rock Verizon Placement

30 Rock consistently turns their product placements into commentaries about the whole situation. They never speak negatively of their contributors or their products, but they do manage to come off as snarky as possible while being complete whores about it. Alec Baldwin’s character even goes so far as to say “like it or not, product integration is here to stay” or something to that effect. I don’t know if i approve. But i do appreciate the wit.

Tags: 30 rock, media buy, olive garden, pf changs, prius, product integration, product placement, snapple, south park, television, verizon, weeds