Product Placement – Buy Organic

USA Today: A convoy of brawny Nissan Titan pickups will ride into the new Dukes of Hazzard movie in August, while the Quest minivan will shuttle children in an NBC reality show called Meet Mister Mom.
More recently, a Titan was parked on Desperate Housewives’ Wisteria Lane, where more than 20 million ABC viewers could see it. Its driver: plumber Mike Delfino, played by Jim Denton.
And a Nissan Armada SUV was on hand to transport the seven cast members of MTV’s 15th version of The Real World, set in Philadelphia.
Nissan doesn’t pay cash for placements, said Clarke Osborne, product placement manager for Nissan’s North American division. Instead, the automaker gave Warner Bros. 12 Titans, some of which will be used for background shots, for the filmmaker’s Dukes of Hazzard.
“The placement has to be organic,” Osborne said. “Like Mike in Desperate Housewives. It would be natural that he would drive a pickup truck. … What if Mike was driving the Quest (minivan)? It wouldn’t appear natural.”



About David Burn

I wrote my first ad for a political candidate when I was 17 years old. She won her race and I felt the seductive power of advertising for the first time. Today—after working for seven agencies in five states—I am head of brand strategy and creative at Bonehook in Portland, Oregon.