Product Placement: Don’t Overdo It

In a much-anticipated move, communications authority Ofcom finally lifted the ban on product placement advertising on UK television, a law that was officially instated on 28 February. And finally, the first legal product placement was featured on This Morning in the form of a Nescafé Dolce Gusto Melody II coffeemaker.

It seems quite anticlimactic, doesn’t it? That’s because it’s not very exciting– those of us not ashamed of our affinity for American television have been buffered for this advancement for years.  Product placement has been commonplace among our advertising counterparts in the US since the 80’s – you may have noted American Idol judges’ preference for Coca-Cola, Gossip Girl’s endorsement of Verizon, or even Jerry Seinfeld and friends’ love for Junior Mints.

We are all for product placement when done subtly and tactfully. It can be a great opportunity for the product to be seen and buzzed about as long as it doesn’t affect the content of the program. For instance, Britney Spears may have made $500k on her video for Hold it Against Me, but the product placement was far too much, making the video look like cheap advertising for Sony, PlentyofFish.com, and Make Up Forever.  However, here we are writing about it, so we suppose the point was made. Nice one, Brit. In the end, we look forward to spotting those sneaky placements in our favorite UK shows, and following up to see if there are any changes in sales for advertisers.

And what would Friday be without us sharing an ad campaign we enjoyed this week? We love this one from Oreo which gives a twist on their newest tagline “Milk’s Favorite Cookie.”

Milk’s Favorite Pampering Technique

Milk’s Favorite Breakfast

Milk’s Favorite Cookie

Though we would have liked a line that flowed better than “pampering technique,” overall the campaign seamlessly tied creativity with a great product shot.

(Sources: GOOD and Ads of the World)

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One response to “Product Placement: Don’t Overdo It

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