What Catches Your Eye?

Last week in class we watched “The Greatest Movie Ever Sold”. I found myself very interested in what was happening and learned some new aspects of what really goes into branding, especially when brands are being specifically placed in movies and shows. Seeing all the details and time that does into getting brands to be on board and commit was a fascinating process to see unfold. Coming from a degree in business administration and minor in marketing, also working in digital marketing, allowed me to nod my head in agreeance with topics covered in the movie.

When I think of product placement in movies what comes to mind is the scene from “Talladega Nights”, when all the characters are at the breakfast table surrounded by brands from KFC to Wonder Bread. It is no wonder that this movie has product placements in every single scene because it is a movie about a NASCAR driver. Morgan Spurlock, the director, and main character in “The Greatest Movie Ever Sold”, discussed in the film how NASCAR is like the top dog when it comes to branding. There are brands patched all over the drivers suits, cars, hats, etc. The eye traffic these brands get due to their large logos, bold colors, and placement is constant. When a company puts their logo somewhere or on someone, they are sponsoring that person or object, trying to catch the eye and draw in consumers to buy or like their product. Spurlock’s movie gives viewers an in depth look of the process he must go through to persuade, attain, and place brands he wants in his movie. We see the behind the scenes work that goes into the business of advertising and branding, seeing what steps must be followed and how decisions are made. I am now aware of the amount of failure that must occur before attaining a brand. It was interesting to see how much Spurlock got rejected by companies and persevered and kept trying. When he landed his first brand, one I have never heard of, it was what got the ball rolling for him. After landing “Ban” Spurlock acquired brand after brand and we started to see the careful placement of these brands in shots during the movie, adding in a commercial here and there. It is now doubt to me that after watching this movie I am now picking out every single brand I see, or is hidden, in a movie or show. The other night I was watching the movie “Unhinged” and it was obvious that the cars being driven have had their emblems removed because that brand didn’t sponsor the movie, but the cars were needed. When a brand does appear in a movie or show the tactic of placement is obvious. There are specific lines to be said or close shots.

There is no doubt that the world of branding is disappearing anytime soon. It is how companies attract consumers, generate revenue, create their image, and build rapport for their products. This movie is a great eye-opener into the process of advertising and acquiring brands. I believe branding has changed a great deal since 2011 and would love to see an updated, new-age version of this film.