Brand integration, or rather product placement, has been with us since television began back in the 1950s as part of branded entertainment.
Brand Integration - product placement video example
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Branded entertainment has been with us since television began back in the 1950s.
Usually shows were linked with one specific brand as the show's sponsor, so
brand integration was a lot more obvious than it is today.
However, as television grew more commercial, branded shows rapidly disappeared
and were replaced with what we see today - 30 second (or so) commercial spots
appearing in regular breaks in the programs .
Back in the late 1990s, branded entertainment made a return so advertisers could
get their message across in a not so blatantly commercial way.
Advertising companies have had to adopt to new media delivery methods, including
the rapidly increasing use of Internet technology.
However, this article is more about brand integration, which is only part of
Don't be fooled though - brand integration is not simply "product placement".
Product placement is merely the placing of a particular brand in a scene
or segment. It could be as basic as a character opening a can of Pepsi (as
opposed to Coke), or driving a Mercedes-Benz, as opposed to another brand of
Brand integration is where the writers actually make the product an integral
part of a scene.
So, rather than a character simply arriving home and grabbing a Pepsi from the
refrigerator, they may ask for a Pepsi, and say something like "Ahhhhhh - I
needed that Pepsi", or perhaps in a crash scene someone may make a statement
like "Lucky he was driving a Mercedes-Benz, otherwise he may not have survived."
An excellent, and if I may say very blatant, example of brand integration can be
seen in an episode of "Nightmares and Dreamscapes".
If you play the excerpt to the right, you will see constant focus on a Sony Vaio notebook,
which is referred to all throughout the episode - or at least after the
character Landry appears. Also written into the script is a
pair of Reebok shoes and Aramis cologne - all in the space of
around a minute.
About Nightmares and Dreamscapes
This was an eight episode adaptation of Stephen King's short stories, primarily
from the Nightmares and Dreamscapes series. It was produced in Australia in
2006, and featured many Australian and international guest stars.
Originally aired in July of 2006, "Umney's Last Case" was set in 1938 in Los
Angeles. Clyde Umney was a divorce private eye who was successful with women. On
the weirdest day of his life, he sees his world turning upside-down when he
discovers that he is a character featured in a series of novels created by
author Sam Landry. Sam is grieving the loss of his son and wants to swap
position with Clyde.
William H. Macy plays both the role of Umney as well as Landry.
William H. Macy Clyde: Umney/Sam Landry/George Demmick
Jacqueline McKenzie: Linda Landry/Gloria Demmick
Tory Mussett: Arlene "Candy" Cain/Pool Girl
Sigrid Thornton: Mrs. Sternwood
Mark Mitchell: Blondie
John Orcsik: Stan the Cop
"Nightmares and Dreamscapes" is currently being screened on the Go channel (the
Nine Network's alternative digital channel).
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