Nov 17 Press Release

Time for Luxury Product Placement

Dr Strange

When Dr Strange went straight to the top of the US box office this weekend with an impressive $85m and a combined global box office of $325.5million, it’s not only Marvel who are looking to benefit from the film’s global appeal.

In one pivotal scene, before the brilliant yet arrogant surgeon Dr Steven Strange leaves his state-of the-art New York apartment to climb into his $237,250 Lamborghini Huracán LP610-4, he opens his dresser draw and peruses his selection of watches.

As the camera pans across the array of luxury time-pieces, all keeping time thanks to their black leather watch winders, the brilliant Doctor stops and chooses an elegant time-piece, who’s watch face fills the whole screen, showcasing the $20,000+ Jaeger Le Coultre Master Ultra-Thin Perpetual.

This is just the latest in a long line of tie-ups between the movie industry and luxury watch manufacturers including Cartier, Tiffany’s, IWC, Bulgari and Patek Philipe.

But why would a luxury brand such as Jaeger Le Coultre want to appear in a movie based on a comic book character, where the majority of the audience are not old enough to have heard of the Swiss watch maker, let alone pronounce its name?

“It makes perfect sense” says Darryl Collis, founder of Seesaw Media, a leading product placement agency, specialising in securing exposure for luxury brands in international feature films and television productions. “One of the main themes of the film is about time and Dr Strange has an aspirational lifestyle where he can afford the finer things in life”. Darryl goes on to say “Not only is his choice of the Jaeger Le Coultre an endorsement of the brand but like the Lamborghini in that scene it helps define Dr Strange’s character.”

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Oct 07 Press Release

Bridget Jones’ Baby Formula

Bridget clear blue

The long awaited sequel Bridget Jones Baby continues to delight cinema audiences holding the number one spot at the UK box office for the third weekend in the row with a cumulative box office of over £31million.

Not only does it make the 4th highest grossing RomCom at UK box offices behind Love Actually and the film’s prequels (the latter of which it is sure to surpass) but it also makes the film’s producers Working Title, the first British Production company to take over £1billion at the box office.

With over 30 years of producing international award winning and box office defining features including Four Weddings, Notting Hill, Love Actually, Johnny English, Senna, Rush, Les Miserables and Tinker Tailor Soldier Spy, Working Title’s founders Tim Bevan and Eric Fellner seemed to have the formula just right of what makes a good movie.

It’s no surprise then, that with audiences flocking to Working Title films, brands are keen to get on board; whether it’s appearing on screen through product placement or using the film’s assets and identity as part of a coordinated promotional campaign, or a combination of both.

Seesaw Media, the UK based product placement and promotions agency has helped clients benefit from Working Title’s success. Since 2001 they have secured clients exposure in many of Working Title Films biggest hits including Love Actually, The Interpreter, Tinker Tailor Soldier Spy, Rush, The Theory Of Everything as well as the current box office number one Bridget Jones Baby and the upcoming The Snowman.

Darryl Collis, Director of Seesaw Media notes that; “For brands that want to appeal to the core demographic of 24-45 year old, apart from Bond which is male skewed, there are a few British films that will guarantee the level of audience that a Working Title project does”.

Darryl is quick to point out though; “not every Working Title film is guaranteed to be a box office hit but more often than not they are and when they hit big, like Bridget Jones Baby, then it’s the brands that benefit”.

In her latest outing, when Bridget thinks she could be pregnant, it is no surprise that she goes through a desk full of Clearblue Pregnancy test kits to be sure (is there an alternative?). With this pivotal scene appearing in the films trailers and television spots, the brand was seen over 12million times even before the film hit cinemas.

Iconic motorcycle brand Royal Enfield also benefited from the Bridget Jones Baby formula. Back in November 2015 whilst filming in London an image appeared on line from the set featuring Patrick Dempsey’s sitting astride the Royal Enfield Classic Chrome 500.

Royal Enfield Bridget Jones 5

With this being the first glimpse the audience had of Jack kissing Bridget, the image and the very clear Royal Enfield logo went viral in a matter of minutes, generating millions of views and re-tweets including by the film’s stars, ten months ahead of the film’s official release.

Taittinger champagne too capitalised on their prominent exposure in the film, by supplying champagne for the guests at the customary World Premiere after party in London and posting about their association across their various media platforms.

BJB 1682

With companies such as Apple, Tiffany, Samsung, Matchless, Samsonite, Mulberry, Sainsbury’s, NatWest appearing in the movie and official promotional partners Muller and Aero, all basking in the glow of Bridget Jones Baby, it’s no surprise that with rumours of a 4th film doing the rounds, brands and audiences can’t wait to see what Working Title are going to do next.

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Oct 07 Music

Bruno Mars’ new video has the Magic touch for brands

After nearly four years since the multi-platinum award winning album ‘Unorthodox Jukebox’, Bruno Mars returns with his fresh new hit 24k Magic.

The video for the title track of his forthcoming album (releasing on November 18) has already had over half a million views since it went live earlier today.

Though it’s unlikely to eclipse the almost 2 billion views of Uptown Funk, with Bruno Mars’ previous five videos averaging over 300 million views, it’s on track to deliver phenomenal reach for MGM Grand Casinos, Armand de Brignac Ace of Spades Champagne, Versace and Cadillac cars all of which appear in the video.

 

Sep 11 TV

Get Voting for TV’s Biggest Night of the Year!

nta

In London on the 25th January 2017 the National Television Awards will honour the best programmes to grace the small screen over the last twelve months. Now that the nominations have been released, the countdown is on to see which shows the public will award the coveted trophies to.

We at Seesaw Media are immensely proud to see so many celebrated shows that we have worked on and where our clients have featured be nominated, including; The Night Manager, Line of Duty, The Cruise, Midsomer Murders, Long Lost Family as well as Game of Thrones to name just a few.

We wish the best of luck to all the shows nominated and can’t wait to find out who the winners are!

To vote for your favourites click here