There are several ways to connect a brand with a film or series. Advertisers can opt for product placement, agencies can draw inspiration for their creative from the plot or characters of the film, they can enhance the ad with a captivating piece from the soundtrack, or they can engage film stars who played the leading roles in the films for the ad.
The history of using films in marketing began with product placement
Brands seized the opportunity presented by films as early as the beginning of the last century. One of the first documented cases of using film for marketing purposes was product placement in the burlesque comedy The Garage from 1920, starring Roscoe Arbuckle and Buster Keaton. Although the auto repair shop was called Firestone, the name of the Red Crown gas station constantly appeared on the walls and equipment. It was never officially announced whether Red Crown Gasoline paid for the product placement, but the frequent appearance of the brand name in the film drew considerable attention.
The brand promotion within the film was heavily criticised by Harrison’s Report at the time. However, the negative attitude of journalists towards product placement didn’t deter the film industry or brands. On the contrary. Over time, product placement in films has gained enormous popularity.
In The Garage, it was just a presentation of the company name. Later on, products also made their way onto the film scene. For example, in Game of Death, released in 1978, the martial arts master, Bruce Lee, shines in yellow Adidas shoes with three stripes. In 1980, Heinz cans glittered in a hotel pantry in Stanley Kubrick’s famous thriller The Shining. And it wasn’t the only brand to exploit the horror atmosphere of a story about a writer gone mad. As the writer, wonderfully portrayed by Jack Nicholson, is delirious, an imaginary waiter hands him a bottle of Jack Daniels.
James Bond also showcased all kinds of things. For example, cars. He mostly drove an Aston Martin or a BMW, although in Ian Fleming’s original books, he drove a Bentley. In addition, the famous spy drank martinis in the film. Shaken, not stirred. Do you remember? In Skyfall, Heineken reportedly paid $45 million to replace Bond’s favourite martini. By comparison, BMW paid $3 million for Bond to use their car in Golden Eye.
By that time, product placement was already in full swing. Today, the number of advertised products runs into the thousands. It pays off for brands. While it’s unlikely that everyone who watches a Bond movie will rush to a dealership the next day to reserve a new BMW model, product placement still makes a huge impact. The brand sticks in viewers’ minds and subconsciously makes itself known to a wide audience. And it has one more, slightly mischievous, advantage: in the case of product placement, the viewer can’t skip the ad!
According to statista.com, product placement is still a brand’s best friend. Worldwide spending on product placement continues to rise, with estimates predicting a 12.1% increase in 2024. Revenues from product placement are also growing. It is estimated that they will reach approximately USD 33 billion this year.
Source: statista.comBrands have the option of verbal, visual, or digital product placement. Each variant has its advantages and disadvantages. In the case of verbal product placement, the brand or product is mentioned within the dialogue. With visual product placement, products are visibly displayed within film scenes, sometimes including endorsements from characters who use those products. Even Czech viewers have become accustomed to seeing Kaufland shopping bags in the Czech TV series Ulice on Nova. Virtual product placement, on the other hand, involves digitally inserted products or brands into audiovisual content. The advantage of product placement is that it often works as an unconscious, subliminal brand image-building tool, unlike traditional advertising, where it’s clear that it is, in fact, an advertisement.
Adverts inspired by films
When a new film hits theatres or a TV series airs, a wave of reactions usually follows. Audiences discuss, critics criticise, and expert juries award accolades. Films that sail through this uproar unscathed and win everyone’s hearts become cult classics, which, of course, do not escape the attention of marketers and agencies. Who wouldn’t want to tap into the potential of something known worldwide? As a result, we can find references to significant moments, plotlines, or characters from beloved live-action and animated films, fairy tales, and TV shows in a vast number of TV ads. What would you say, for example, to a dinosaur who prefers chocolate over human flesh?
Video: Darrell Lea – Dino Chase
In the Czech Republic, we are not falling behind in this regard. For example, the Czech Philharmonic launched a fantastic and humorous campaign called Don’t Forget! in the style of the beloved movie Home Alone, celebrating its performance at New York’s Carnegie Hall. The roles in the ad were played by actual members of the Philharmonic, including the chief conductor, Semjon Bychkov. It was truly a great piece!
Video: Czech Philharmonic – Don’t Forget!
The use of cult status works to ensure attention, establish a positive connection with a product or brand, and enhance memorability. It can even make the brand appear cool, which is especially important for younger demographics. Cross-promotion can also be an advantageous option. In this way, a film production can increase the visibility of its film, while the brand benefits from the film’s popularity.
A typical example of collaboration and mutual advertising is the 2017 Audi TV spot, which promotes both the Audi A8 and the then-new film Spider-Man: Homecoming. In the ad, Peter Parker, played by Tom Holland, participates in a driving lesson under the guidance of an instructor portrayed by J.B. Smoove. He drives a prototype car given to him by Tony Stark and annoys the instructor with his antics, such as driving without hands on the wheel and speeding. During the lesson, Parker also manages to casually thwart a bank robbery. At the end of the spot, there is a teaser for the new film.
Video: Audi – Spider-man: Homecoming
Advertisements featuring film stars
As great films are usually backed by great actors, the deserved admiration of the audience is also directed at them. It is no wonder that brands and agencies often turn to a film star, who adds an aura of fame to the creative and lends the brand or product greater trustworthiness and prestige. In the case of beloved actors, it is also about establishing an emotional connection with consumers. Viewers associate them with their favourite characters, which evoke positive feelings. And we can’t overlook the wide fanbase either. Actors themselves are not opposed to collaborating with advertisers. It is another way for them to get visibility - simply a win-win situation.
For example, Keanu Reeves appeared in several ads. A great one is the spot Should You Make a Website? Here’s Why Keanu Reeves Did, produced by the advertising agency Team Collaboration for the American company Squarespace. Keanu Reeves, as a customer of Squarespace and co-founder of Arch Motorcycle, surfs in the ad on one of his own motorcycles. While riding, Reeves encourages viewers to take the same metaphorical leap and pursue their passions and dreams.
Video: Squarespace – Should You make a Website
In the Czech Republic, the use of celebrity actors is very common. According to a study by Nielsen and ResSOLUTION Group, Czech opinions on current advertising campaigns featuring various celebrities, such as actors or athletes, vary. 45% of respondents believe that some of these ads are good, while 30% think that only a few are good. One in ten does not consider any or almost any of them to be good, and 4% believe that nearly all of them are good.
The most popular types of celebrities in Czech advertisements are actors (32%) and athletes (13%). One of the “advertising favourites” among Czech viewers is Ivan Trojan.
Video: T-Mobile – Ivan Trojan
Other Czech acting personalities that we can see in TV ads include Martin Hoffmann (Vodafone), the popular duo Suchánek and Genzer (Penny), Bolek Polívka (Hamé), Marek Vašut (Prostenal), and Pavel Nový (Social Services).
Films and actors seem to be shaping the world of advertising. If you are interested in this topic and wish to learn more, you can dive into our articles from the Film Hits in Advertising series.