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Over the past century or so, product placement has become a mainstay of movies and television. Just look at Nike’s 2021 collaboration with “Space Jam: A New Legacy.” According to a trademark registration agency, the brand received more than $94 million in ad value generated from the film, the most of any film in 2021.
While some brands have incredibly strict standards for how their products can be used in the media, there’s no denying that the digital age offers more opportunities for strong product placement than in previous eras. Streaming, for example, has made product placement more appealing as it is a type of ad that cannot be muted or skipped without users paying a premium to become ad-free. But as this form of advertising continues to evolve, it’s worth looking at the precedents that have led product placement to this point.
Giving Assistant collected seven striking examples of product placement in media history, drawing on a variety of sources. It should be noted that not all products mentioned in the media are listed here. It can often be difficult to discern whether product placement was a stylistic choice for the creators, or whether it was a paid promotion. Therefore, paid product placement is not a requirement for inclusion on this list.
These samples have been chosen to showcase a wide variety of media as well as iconic product placements. The order is based on the media’s original release date.
From movies to video games and everything in between, here are seven notable product placement milestones.
Around the World in 80 Days (1872)
DEA / G. DAGLI ORTI // Getty Images
– Media Type: Book
– Recommended products: Shipping companies
Product placement in pop culture dates all the way back to the 1870s. In 1872, author Jules Verne published his now iconic novel “Around the World in 80 Days.” It was a resounding success and was subsequently republished in serial form in newspapers and magazines. Once this started happening, companies lobbied to add their name to the story. This placement was mainly pursued by shipping companies.
The Garage (1920)
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– Media Type: Movie
– Recommended products: Red Crown Petrol
The 1920 Buster Keaton and Roscoe “Fatty” Arbuckle film “The Garage” isn’t just known as a silent comedy starring two iconic early Hollywood actors. It is also widely regarded as the first official product placement in film.
In the film, the actors play mechanics and volunteer firefighters who face a series of disasters over the course of one day, from destroying a customer’s car to setting their own building on fire. The titular garage contains advertisements for the real-life petrol company Red Crown Gasoline. If you look closely, you can see ads for Red Crown Gasoline on the walls and equipment of the characters’ car shop.
E.T. the Alien (1982)
Universal photos
– Media Type: Movie
– Recommended products: Reese’s Pieces
Product placement in the US reached new heights when Universal partnered with Hershey’s to promote Steven Spielberg’s 1982 film “ET the Extra-Terrestrial.” In one of the film’s most iconic scenes, young Elliot (Henry Thomas) lures the titular alien back to his home with a trail of one of the company’s products: Reese’s Pieces.
Although Spielberg initially hoped to use M&Ms in the film, Universal turned to Hershey’s after Mars, the brand behind M&Ms, refused. Hershey ended up paying a million dollars for an “ET” marketing campaign, from posters to commercials. Before this ad partnership in the early 1980s, Reese’s Pieces was dealing with declining sales. However, sales of the candy reportedly skyrocketed after the film’s release.
Wayne’s World (1992)
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– Media Type: Movie
– Recommended products: Doritos, Pizza Hut, Mountain Dew, Pepsi and Reebok
‘Wayne’s World’ transformed from a recurring ‘Saturday Night Live’ sketch to an iconic touchstone of ’90s comedy. It’s also memorable as the first major film to mock and flaunt product placement at the same time.
In the film, Wayne (Mike Myers) and his friend Garth (Dana Carvey) fight to regain control of their public TV show after it is bought by the unscrupulous businessman Benjamin Kane (Rob Lowe). Benjamin makes a series of changes to their show, including introducing sponsors. In one memorable scene, Wayne says, “It’s like people only do things to get paid,” showing off a Pizza Hut box, a bag of Doritos, and a can of Pepsi. While product placement is still an important part of film financing, “Wayne’s World” didn’t let go of this practice easily.
30 Rock (2006)
Jeffrey Ufberg // Getty Images
– Media Type: TV Show
– Recommended products: Snapple, Verizon, General Electric, Kraft, Snapple, Dr Pepper and many more
Tina Fey’s hit NBC sitcom “30 Rock” took the art of simultaneously presenting and mocking product placement to a new level over the course of seven seasons. In a 2007 episode, writers of the show’s fictional comedy series lamented the use of products in the series, before seamlessly praising the scene’s sponsor, Snapple.
In a 2008 episode, Liz Lemon asks, “Can we have our money now?” after spending an entire scene expressing her love for Verizon products. Other notable sponsors were Kraft and Dr. pepper. This long-running, direct method of product placement has arguably changed the game when it came to television advertising.
Final Fantasy XV (2016)
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– Media Type: Video Games
– Recommended products: Cup Noodles
Square Enix’s “Final Fantasy XV” went above and beyond when it comes to video game product placement, incorporating sponsor Nissin’s Cup Noodles into multiple facets of the game. There are multiple dialogue scenarios where Cup Noodles, entire Cup Noodles-related missions, and even Noodles-themed clothing items are available to characters. Players can even eat the in-game Cup Noodles to recharge.
While Nissin Cup Noodles bill themselves as “the original instant ramen” in the US, they’re even more popular in Japan, where “Final Fantasy XV” was created. There is even an entire Japanese museum dedicated to the brand.
DJ Khaled – No Brainer (2019)
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– Media Type: Music
– Recommended products: Belaire, Kandypens, Bumbu, Ciroc, Fashion Nova, D&G
When it comes to product placements in music videos, the 2019 video for DJ Khaled’s “No Brainer” is undoubtedly one of the most infamous recent examples. Not only does the video feature famous fellow musicians Justin Bieber, Quavo and Chance the Rapper; it also prominently features as many as six marks over the runtime of 2 minutes and 26 seconds.
These brands range from vape manufacturer KandyPens to alcoholic beverage Bumbu rum to women’s online retailer Fashion Nova. While the number of product placements in ‘No Brainer’ is significant, this is not a first for Khaled. He also includes product placements in abundance in other videos, such as 2021’s “I Did It” and “Let It Go.”
This story originally appeared on Giving Assistant and was produced and distributed in partnership with Stacker Studio.
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