Yesterday I saw the movie Jack and Jill because I had been given a free pass to the new Cineopolis Movie theater in Del Mar and the pass was expiring. I needed a good laugh and usually Adam Sandler can provide that for me. I also liked that his character in the movie was a successful Advertising Executive. While I was relaxing and watching, my advertising mind started turning as I realized that a large part of the movie costs were probably paid for by Dunkin’ Donuts. The main plot of the movie was that Sandler’s character Jack was going to lose his largest client, Dunkin’ Donuts, unless he got Al Pacino to star in their commercials for their Dunkacinno drink. A quick google search found that it truly is a drink of theirs that they describe as “A Match Made In Heaven, our Dunkaccino, with its unique blend of coffee and hot chocolate flavors, is the perfect treat to warm you up. Drink as is, or add extra indulgence with delicious whipped cream.” BTW, Dunkin’ Donuts, you can thank me later for the extra pitch for your product on my blog! Just send a years supply my way. That’d be great.
Anyway, other noticeable product placements in the movie were for Pepto Bismol and I’m guessing American Girl dolls as the daughter in the movie had outfits for the dolls that matched each of her own and there were quite a few close ups of them. Hmmm, movie gets launched right around Thanksgiving and parents need gift ideas for their daughters and maybe a guilt trip because their daughter’s been bugging them all year for an American Girl doll but they’re a little expensive, however since the movie daughter has one their daughter should have one…
Jack and Jill, at times, was hard to sit through although there were a couple of funny laughs like when Jack’s sister Jill gets Chimichanga stomach pains–sometimes bathroom humor works. Overall I’m glad the ticket was free.
But, it makes me wonder what advertising executives and advertisers need to be conscious of. When doing product placement for clients and products, it’s best to be mindful of how it’s presented. Sure, we’ve all heard about negative press being better than no press but isn’t a positive impression of a product the way to showcase it? Bottom line, always be mindful of how consumers will take in marketing efforts and don’t waste money on promotions that are just going to make the product look bad.
Overall, product placement isn’t a bad idea and can be a way to get exposure but it’s probably not a good idea to make a whole movie out of it. Or if you do, offer a “being sold to” discount for entrance and why not be more blatant about it and give people coupons to buy the products being featured in the movie? At the very least offer a warning. “Contents in this movie have been paid for by sponsors. You are being sold to. Enter at your own risk.”
