Wednesday, May 03, 2006

Radioactive placement

Whiz bang -- there are a lot of explosions in 'Mission: Impossible III' and there is also a very large DHL truck.

At the special screening of the movie before an invited audience of marketing folk, the pep-talk guy stood in front of the screen and told everyone how DHL had worked closely with the film's makers (director JJ Abrams of 'Alias' and 'Lost' fame) and Tom Cruise to make that the brand's involvement in the blockbuster was as 'organic' as possible.

I took organic to meet subtle and not overtly overshadowing what was going on in the rest of the movie. He was really quite convincing as he explained the help DHL had received from the smiling Scientologist, noted couch jumper and new father.

Apparently, if you see any DHL packages with 'M:I III' stickers on they were the personal idea of Cruise. That's right, Cruise is sticker man.

Did you see that DHL van? 

Organic being the touch word for the evening, it was something of a surprise, resulting in tittering laughter in the theatre, to see a DHL van literally pull across the front of the screen like someone parked… well a van in front of the screen to block out the action.

This wasn't organic product placement, it was radioactive. It was big, it was yellow with red writing and it was impossible to miss. Subtlety went out of the window and there was no getting it back.


At 10:30 AM, Anonymous Anonymous said...

Gordon, when the DHL van appears it's as an integral part of the story. I didn't even notice that it was DHL as opposed to Parcel Force, so integrated was it.

At 10:37 AM, Anonymous Anonymous said...

it was always going to be hard to do it subtly - some may same it was mission impossible - but i think they got away with it.

Brazo Chaps

At 10:44 AM, Anonymous Anonymous said...

Brazo indeed. Affliiate marketing truly is a mission.


Post a Comment

<< Home