An effective advertisement leaves a lasting impression on the customers’ mind. It should be short, enjoyable and subtle. The subtler you can make it, the more effective it becomes. One way to achieve this is through product placement. Having your product being used in movies, television and other media greatly enhances the appeal of the product. If done well, viewers accept it as the latest trend; not realizing that it is a paid advertisement.
Product placement has been around for many years. In the old days, products were shown prominently with the camera lingering on them for long moments, making it obvious to any smart viewer that they were advertisements. But today’s audience wants none of that. So, one has to be highly creative. While being easily noticeable, it should not arouse any suspicion in the viewer’s mind. If it is obvious that it’s a paid advertisement, it will lose its charm.
Some of the most successful product placements in movies include Reese’s Pieces in ET – The Extraterrestrial (1982), Red Ryder BB Gun in A Christmas Story (1983), DeLoren Motor Company in the Back to the Future franchise (1985-90), Ray Ban in Top Gun (1986), Nokia in The Matrix, Wilson Sporting Goods in Cast Away (2000), Mini Cooper in The Italian Job (2003), Chevrolet Camaro in Transformers (2007), and Omega SA, BMW and Aston Martin in the James Bond franchise (1962 – date).
A few examples of highly creative use of product placements in recent times include Ron Burgundy selling a Dodge, Mathew McConnaughey’s internal monologue while driving in a Lincoln commercial as an homage to his character in Season 1 of True Detective, and the recent episode of Modern Family shot entirely with Apple products. The products are so ingeniously integrated into the plot that viewers never feel for a moment that they are being sold. This is the secret to successful product placement.
A well-done product placement adds a sense of reality of the film or television show. At the same time, the products get noticed. In contrast, a product placement done badly, such as the Head and Shoulders ad in Evolution (2001), adds to the ludicrousness of the movie and the product itself. Shamelessly placed products offend the viewers, who will avoid the products. Therefore, subtlety and creativity are of utmost importance in product placement.
Another great product placement method is to use staged photographs using celebrities. The photos should look authentic and give the impression that the celebrities are going about their daily business. They must not look like they are advertising the product. When people see someone famous using a certain brand of a product, say a mobile phone, the image becomes etched in their sub consciousness and they will unconsciously start looking for the brand sooner or later.
If you want staged photos to promote your product, then nothing less than professional photography will do. That is one of the things istockphoto.com specializes in. This micro stock photo site has helped many companies promote their products through top quality staged photographs. Most recently they have used some famous actors portraying their characters from the movie Unfinished Business, which you can access from this link. The Unfinished Business Images are free for a limited time and are for editorial use