The notion of product placement in music videos is pretty commonplace these days, from Justin Bieber to Lady Gaga, brands and artists understand how mutually beneficial the relationship can be. Let’s take a look at a highlight of the top placements right now in the charts;
This isn’t the first time we’ve seen Pia cruising in a Jeep. Back in 2015, we saw a Jeep Wrangler in her Touch Video. Later in this video Casio G-Shock make an appearance on Pia’s wrist. This isn’t the first time Jeep have teamed with up artists. In 2015, the brand partnered with Brooklyn based band X-Ambassadors and built a campaign around the track ‘Renegade’, which coincidently was the same name as the new model they were launching.
Demi Lovato’s latest, “Sorry Not Sorry,” is the highpoint of product placement as the video works its way through endorsements for Jaguar cars, JBL headphones and speakers; ending in a super prominent endorsement for the Lyft app.
It’s been about seven months since the ladies of Fifth Harmony went down to four when Camila Cabello announced she was leaving the group. Their highly anticipated new single ‘Down’ featured a black Dodge Durango AWD Citadel. Maybe we can look forward to seeing the Dodge Durango as the newest member of the band.
Mission fitness clothing has tapped Hailee Steinfeld to help promote its new VaporActive apparel line. The 20-year-old singer and actress will appear in Mission’s ad campaign and serve as a brand ambassador for the collection. She wore the VaporActive sports bra, compression shorts and HydroActive Max Cooling towel in her new music video.
The number of product placements in music videos has been increasing in recent years, and the trend is likely to continue in the future. As traditional record sales and royalty profits have declined, Artists increasingly look to brand integration partnerships to find new sources of income. Brands are happy to invest as the platform delivers reach to an ever growing audience looking for short form shareable content
With numerous music opportunities for brands to get involved with, Seesaw Media are busier than ever working closely with the major music labels both in the UK & the US to activate partnerships for clients.
In recent weeks a reality TV phenomena has swept across the British nation as it seems UK audiences can’t get enough of ITV2’s latest reality output ‘Love Island’. Viewers up and down the country have become obsessed with the series, with BBC News commenting on the show and even UK opposition leader Jeremy Corbyn backing Marcel to win.
With a reported 4.5 million tweets sent about the show, 2.5m sent during the episodes and a record 13.3million viewers so far, brands too are drawn to the show looking to capitalise on every opportunity from product placement to licensing.
Ministry of Sound is a recent example of an organic product placement, hosting a ‘Ministry of Sound Summer Party’ in the Love Island villa just as two new faces arrived. Featuring a branded pool party, with a mix of branded floats, album signage, pillows, sunglasses, balloons as well as verbal mentions by the cast members, the audience were in no doubt of the placement. One day after the episode aired, Ministry of Sound’s new album ‘Marbella Collection 2017’ hit number 1 in both the Dance and Official Albums Chart, showcasing the power of Product Placement within TV.
Another product that has appeared on the show and has become immensely popular, is the Love Island water bottle. Contestants in the house have personalised bottles which they carry throughout the series. ITV are monetising the placement by making the products available to purchase through their official Love Island app whereby they can also use the app to vote.
The shows producers have also negotiated licensing deals with most prominently Primark producing Love Island clothing and merchandise featuring the contestants many catchphrases.
When the contestants leave the series is when they truly benefit as loved-up couple Dom and Jess have proved. These ex-Love Island contestants, have been inundated with offers to promote brands on their Instagram pages since their departure to a combined 1.6million followers. Brands including AX Paris, Boohoo Man, Nutri Buddy, Sony Playstation’s Destiny video game all see the benefit of tying in with the shows new personalities.
The Love Island phenomenon wont be limited just to the UK as ITV are set to make millions from selling the Love Island format worldwide. ITV are hoping to emulate the success of Big Brother, which started in Holland and resulted in the format being replicated in more than 40 countries around the world.
Big Brother has also been a popular platform for product placement, with brands including Morrisons, Maximuscle, Very.co.uk, Microsoft, L’Oreal and Weetabix choosing the series to promote commercial partnerships.
Film Distributor Lionsgate partnered with Big Brother to raise awareness and generate buzz of the film ‘Nerve’. To integrate the placement, a ‘Nerve Centre’ was created in the house with viewers asked to tweet dares for the housemates. Verbal mentions were included when housemates were asked if they ‘had the Nerve’ before each task and advertisements for the film created to top and tail the ad breaks also promoted a Nerve competition for viewers.
Probably the most famous of all reality stars, the Kardashians, have been entertaining viewers and promoting brands since 2007. From the clothes they wear to the restaurants they dine in, with a global audience on offer, brands find placing in the show very appealing. The Lumee phone case is a great example of placement where the case is used by several members of the Kardashian family not just as a phone case, but showing the functionality of the product as it lights up for better selfie images.
Extending to social placements, The Kardashians reportedly charge as much as $300,000 per placement, with brands including Fit Tea, Lyfe Tea, Lilly Lashes, Hype Energy and many more all benefitting from the Queens of Instagram promoting their products.
It’s clear that as the appetite of reality TV grows more and more brands are realising the benefits of being placed in or associated with this latest television sensation, especially when it comes to targeting the hard to reach millennials.
6:00 AM. My working day starts early, checking emails that have come in overnight from the US; from studios, record labels, costume designers, Producers etc. I never reply straight away but it gives me a head start on the day as I can start prioritising what I need to do on the school run.
7:45 AM. Luckily my middle child’s school gate opens at 7.30am, which means I can be at my desk by 7.45am. The next hour I have the office to myself and is probably when I’m most productive; working on presentations, pitches, reading scripts and responding to those US emails from my most recent trip to LA.
8:00 AM. I also follow up on the trades as even though I don’t contact productions on a day-to-day basis like I used to, I still like to know what is going on, especially when there are big projects that I have a personal interest in, like Blade Runner 2049.
9:00 AM. The rest of the office starts to arrive and we have a catch up about last night’s television and any clients that may have appeared on screen, with any exposure clipped and sent to clients with the corresponding media report. We will then usually re-tweet, post a link or image relating to the placement.
The office is open plan which is what I like, to be in the heart of the office, as opposed to being shut away in my own office. It means that everyone hears and is involved in everything, which is really beneficial especially when coming up with ideas.
We have a great team who are brilliant at what they do and I don’t think there is anyone better with their skill set, from tracking down productions to client liaison.
We are currently working across a number of pitches in the office, so whoever is working on a presentation will always share the document for everyone to review, to make sure it answers the brief and always good to get a different perspective.
The nice thing about our client list is that the brands we work with are so varied. So one minute you could be talking about the costume for the latest Marvel movie, the next you are sourcing a 1930s whisky label, to filming on board a cruise ship or negotiating brand exposure for a music video.
11:00 AM. After meeting with an old client for coffee; who has moved on to a new company and is interested in our services, I head back to the office via Oxford Street and Selfridges. Not for shopping but for inspiration and new brands that we could potentially approach.
13:00 PM. Lunch is usually at my desk and done in 10 minutes!
13:10 PM. My background is a copywriter and so I am always looking at AdAge.com or the recent advertising award winners from D&AD and Cannes Lions for inspiration. I share them with the office and encourage them to share things they have seen too so we can discuss and see how we can apply them to what we do.
What’s especially interesting, is that more than ever advertising and PR agencies are looking at creating engaging content and finding out ways to get it in front of the biggest and most relevant audience possible, which is what we have been doing for the past 17 years through product placement.
14:00 PM. It’s now 9am over in Atlanta, where there are a number of productions we are currently working on. We begin to get emails/calls and start speaking with production crew about supplying products.
15:00 PM.In London, I’m on the phone to the UK distributor of a forthcoming big Christmas release where we’ve product placed a client, to discuss potential opportunities for them to promote their association.
16:30 PM. The emails from LA start to fill up the inbox…speaking with the studios about forthcoming releases, touching base with our LA office and see what the status is of upcoming productions.
18:00 PM. We arrive at a preview screening of “Transformers –The Last Knight”, the latest summer blockbuster we worked on. We always try to make sure we see a cut of the film before it is released, so we can let our clients know what their exposure is like and then help them leverage their exposure.
For Transformers, with the placed item in question being a leather jacket worn by Mark Wahlberg’s character and having already appeared in most of the trailers and promotional posters in Cannes, we are confident what the exposure will be like. And sure enough, within the first 10 minutes the jacket is there in glorious IMAX 3D.
After the movie, I WhatsApp the client in Italy to inform them and the response I get, is simply ‘Top!, which from a client of few words means they are pleased.
20:30 PM. After the screening, we head off to Volvo’s Midsommar Party (nothing to do with Midsummers Murders, which coincidentally also features Volvos) being held at the stunning Kensington Roof Gardens. It’s a great opportunity to socialise with clients who we have been working with for over 7 years now and know them well on a personal level!
00:00 am. I respond to a few emails from our colleagues in LA before plugging in my phone and switching off.
Darryl Collis is Director of Seesaw Media-the Industries leading Product Placement agency.
With travelers spoilt for choice when it comes to vacations and how to get there, tourist boards, airlines and even cruise ships are doing all they can to market themselves as the first choice, with the latest tool being Product Placement.
With many countries seeing the economic benefits of “destination placement” (the industry term for this specific form of product placement) from local jobs created when filming to the increase in tourism after the locations appear in the final cut, tourist boards will do all they can to entice big Hollywood movie studios. Such incentives include tax breaks, heavily subsidised services to even implementing global multi-million dollar marketing campaigns to support the release.
Turkish Airlines: “Batman V Superman: Dawn of Justice”
In January 2016, Turkish Airlines announced an innovative partnership with Warner Bros. Pictures and it’s huge action blockbuster picture “Batman v Superman: Dawn of Justice”. Having been written into the script with one key scene taking place aboard a 777 Turkish Airlines plane, the product placement partnership led to a huge global promotional partnership around the film’s release, which included;
Commercials featuring Bruce Wayne (Ben Affleck) and Lex Luthor (Jesse Eisenberg) that premiered during the superbowl.
Promotional piece with director Zack Snyder talking about the benefits of the sponsorship.
Innovative movie-themed virtual experiences for fans online.
Sponsorship of the film’s Premiere offering 8 fans the opportunity to fly first class to attend the Premiere.
An exclusive Turkish Airlines wrapped plane in film imagery.
Limited edition movie-themed in-flight amenity kits for adults, which includes an eye mask and slippers and for children, headphones, slippers, and a watch.
Movie-themed in-flight menu items, such as branded cookies and cupcakes.
A Time Out travel guide featuring content focusing on Gotham City and Metropolis, which was distributed to moviegoers, passengers at select movie theatres and airports.
As with all big blockbusters the film’s day-and-date release in all key markets, ensured that amassed over $424 million at the box office in it’s opening weekend, breaking the record for the biggest worldwide opening for any superhero movie and going on to achieve over $870 million globally at the box office.
“Now You See Me 2” & Sands Resort
The “Now You See Me 2” film shoot is the latest example of both a resort and location mutually benefitting from destination placement. The resort was Sands China and was integrated as a backdrop for a major heist scene in the movie. Scenes were shot in a variety of locations at the resort, including the rooftop of Sands Macao and the Great Hall of The Venetian Macao.
Instead of an integration fee, the casino provided locations and branding that ultimately helped keep the spiralling production costs down for Lionsgate and director Jon M. Chu. Sands China brought the Hollywood production to Macao as its latest move to further promote the city as an international tourist destination – whilst increasing global awareness of the resort.
Following the success of the sequel “Now You See Me 2”, grossing over $334 million and becoming China’s biggest ever opening film, Lionsgate is pressing forward with a third instalment of the popular franchise which will no doubt be a huge success in China as one of the most important markets for box office revenue globally.
Darryl Collis, Director of Seesaw Media, has witnessed the rise of Destination Placements first hand “In addition to representing one of the World’s leading Cruise Ship companies, in the last twelve months alone we have seen 200% increase in the number of resorts and tourist boards that have enquired looking for us to promote their destinations as filming locations”
Mexico & James Bond: “Spectre”
Unsuprisingly no other film shows off a destination quite like James Bond. From Casino Royale’s opening shots of Paradise Island in the Bahamas to the famous Palio horse race in Sienna in “Quantum Of Solace”, tourist boards will do all they can to have 007 “shooting” in their city, even if it means destroying it.
In Bonds latest venture “Spectre”, grossing over $860 million at the box office Worldwide, Mexico City plays as much a part of the film as Moneypenny. Having engaged early with the Producers they negotiated the all-important iconic opening 8 minute pre credit sequence to be shot entirely on location in Mexico. Taking place during Mexico’s infamous “Day Of The Dead” ceremony the whole sequence is a commercial for the Mexican Tourist Board (apart from the destroyed building or helicopter crash).
It was reported Mexican officials payed $20 million and had very specific requirements not only to ensure that the city was shown in a favourable light but the Mexican people were too, namely:
Highlights of the skyline and other ‘modern’ features of Mexico City.
A known Mexican actress must be cast as glamourous Bond girl Estrella (Stephanie Sigman was cast as the woman whose hotel room Bond uses to start his hunt for the main villain – Sciarra).
The main villain, Sciarra, could not be Mexican.
Bond’s pursuit of Sciarra had to be during the Mexican “Day of the Dead” Parade.
Music Video placement
With music videos being the go to place for any brand looking to engage with a younger audience, it was no surprise UK based holiday company First Choice Holidays partnered with UK artist Alesha Dixon for her summer single “The Way We Are”. The video was shot on a number of First Choice resorts across Paphos in Cyprus as part of their ‘Summer of Music’ campaign.
The campaign gave fans the opportunity to create a summer soundtrack for their holiday using the ‘Summer of Music Playlist Generator’ on the First Choice website and were also able to vote for 1 of 3 conclusions they liked best for the music video ending.
With a number of glamorous locations appearing in some of the summers big blockbuster releases, be sure to head on down to the cinema for some holiday inspiration!
With our clients appearing in recent trailers released for Spider-Man: Homecoming and Transformers: The Last Knight, our sizzling summer is set to continue. Here’s a look at the full line up of sure-to-be blockbusters we’ve got coming up!