Product placement has become over the top. Dove plastered its personal care items all over scenes of the recent movie "The Women," and although I'm a loyal Dove user I found the approach to be working against itself--a bit of a turnoff, like a guy coming on too strong.
Then again, some companies have identified novel ways to sneak into our daily entertainment without losing brand authenticity. Nationwide Insurance shot some spots with the star of "Burn Notice," a USA spy-action series set in Miami, and the result blends seamlessly into the high-energy, sleek personality of the show. The main character gives me, the viewer, driving tips in the event of an emergency. Who better to instruct me on surviving a brake failure than a highly trained, crime-fighting undercover operative?
It works for me: entertaining, clever, appropriate, and entirely true to the values of the auto insurance brand. I was pitched... and I hardly noticed.
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