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buy The Chronicles of Narnia: The Lion, the Witch and the Wardrobe
The Chronicles of Narnia: The Lion, the Witch and the Wardrobe
Date:
30 Dec-5 Jan., 2006
Studio: Buena Vista
Weekend gross: US$27.7 M
Featured brands: Austin, Bradley Manor, Great Western Railway
Comments: Four children lead a good old-fashioned (almost) brand-free war between Good and Evil.

After battling at the box office with King Kong for two weeks, The Chronicles of Narnia was destined to return to number one.
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buy King Kong
King Kong
Date:
16-29 Dec., 2005
Studio: Universal
Weekend gross: US$71.4 M
Featured brands: Bell & Howell, Cadillac, Chevrolet, Coca-Cola, Fisk Tires, Johnnie Walker, Listerine, Madison Square Garden, Nestlé, New York Public Library, Pepsodent, RKO Pictures, Salvation Army, Universal Studios, Woolworth
Comments: Brands, both old and classic, are recaptured in this remake of the 1930s film.
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buy The Chronicles of Narnia: The Lion, the Witch and the Wardrobe
The Chronicles of Narnia: The Lion, the Witch and the Wardrobe
Date:
9-15 Dec., 2005
Studio: Buena Vista
Weekend gross: US$65.6 M
Featured brands: Austin, Bradley Manor, Great Western Railway
Comments: Four children lead a good old-fashioned almost brand-free war between Good and Evil.
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buy Harry Potter and the Goblet of Fire
Harry Potter and the Goblet of Fire
Date:
18 Nov-8 Dec., 2005
Studio: Warner Bros.
Weekend gross: US$176.0 M
Featured brands: none
Comments: Strong box office and lack of Muggle brands give Harry Potter—the real brand star of the film—a third week to shine.
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buy Chicken Little
Chicken Little
Date:
4-17 Nov., 2005
Studio: Buena Vista
Weekend gross: US$71.8 M
Featured brands: Dummies, Jolly Time, Mickey Mouse, Tic Tac
Comments: Chicken Little rules the roost for two weekends, giving Jolly Time popcorn, Mickey, and Tic Tacs more screen time before kids and their wallet-wielding parents.
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buy Saw II
Saw II
Date:
28 Oct-3 Nov., 2005
Studio: Lionsgate Films
Weekend gross: US$31.7 M
Featured brands: Converse, Ford
Comments: Lots of blood. Few brands. Seamless integration.
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buy Doom
Doom
Date:
21-27 Oct., 2005
Studio: Universal
Weekend gross: US$15.5 M
Featured brands: Entex Electronics, Galaxian
Comments: A remote scientific station on Mars in the year 2145 doesn't offer much of a backdrop for product placements. One of the Space Marines entertains himself with a retro Galaxian arcade game. But where did he find the batteries for it? We'd like to know.
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buy The Fog
The Fog
Date:
14-20 Oct., 2005
Studio: Sony / Revolution
Weekend gross: US$11.8 M
Featured brands: Carhartt, Ford, Google, Mecca, Oldsmobile, Sony
Comments: Very few brands stood out here. In fact, we saw more backs of products and turned-around product labels than actual brands.
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buy Wallace & Gromit in The Curse of the Were-Rabbit
Wallace & Gromit in The Curse of the Were-Rabbit
Date:
7-13 Oct., 2005
Studio: Dreamworks
Weekend gross: US$16.0 M
Featured brands: Austin, A-Z, Royal Mail, Wensleydale Creamery
Comments: The five years it took to complete this film gave plenty of opportunities to integrate made-up brands—a practice we're now used to seeing in animated films. Other than that, only a few local UK favorites make appearances.
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buy Flightplan
Flightplan
Date:
23 Sep-6 Oct., 2005
Studio: Buena Vista
Weekend gross: US$39.4 M
Featured brands: Aspirin, Bose, Canon, Dodge, Gulfstream, Hilton, HP, Johnnie Walker, Mercedes, Newsweek, Palm, Punica
Comments: In-flight terrorism is product placement poison, so it’s no surprise that we get only the minimum props required. Mercedes is the best of the (small) bunch. Hilton gets in, as does Palm Pilot, though the latter as a joke.
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buy Just Like Heaven
Just Like Heaven
Date:
16-22 Sep., 2005
Studio: DreamWorks
Weekend gross: US$16.5 M
Featured brands: Abandoned Planet, Apple, Armani, Avaya, Ben & Jerry's, BMW, Cheetos, Clamato, Coca-Cola, Dasani, Dummies, Ford, Golden State Warriors, Heineken, Honeycomb, HP, Johnnie Walker, Ketel One, Lay's, Littmann, M.A.C., MasterCard, Medtronic, Miller, Nexcare, Nordstrom, Philips, University of California, Berkeley, VIASYS, Visa, Volkswagen, Volkswagen Beetle
Comments: We lost count after fifteen cans, but a good deal of Miller beer sees its way onto the screen in Heaven. Ketel One, Heineken, and Coke round out the beverages, with HP and Ben & Jerry’s also prominent. Real-life San Francisco bookstore Abandoned Planet stands in for itself, and Avaya creatively solves the problem of recognizing its phones.
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buy The Exorcism of Emily Rose
The Exorcism of Emily Rose
Date:
9-15 Sep., 2005
Studio: Sony / Screen Gems
Weekend gross: US$30.2 M
Featured brands: Cambridge University, Cardinal, Chivas Regal, J&B, Johnnie Walker, Johns Hopkins University, Montblanc, Northwestern University, Realistic, Tanqueray, Thomson West, Yale University
Comments: Horror films and courtroom dramas – is there a combination of genres with fewer brand placements? In Emily Rose, we get lawyers drinking their stress away (Johnnie Walker especially) and expert witnesses on the stand giving their university credentials.
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buy Transporter 2
Transporter 2
Date:
2-8 Sep., 2005
Studio: Fox
Weekend gross: US$16.5 M
Featured brands: AccuBANKER, Air France, Apple, Audi, Chevrolet, Chrysler, Comcast, Dunkin' Donuts, Ford, Freightliner, Glock, Heineken, Hummer, Lamborghini, Nokia, Panasonic, Panerai, Pepsi, Plantronics, Porsche, Range Rover, Royal Caribbean
Comments: Heineken, Dunkin’ Donuts, Hummer, Lamborghini, Porsche and Panerai are all bested by Audi's awe-inspiring scenes; even Nokia’s good shows are outdone. The only contender is the Apple iPod, which, like Audi, actually sees its functionality highlighted.
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buy The 40-Year-Old Virgin
The 40-Year-Old Virgin
Date:
19 Aug-1 Sep., 2005
Studio: Universal
Weekend gross: US$37.7 M
Featured brands: Apple, Bentley, Budweiser, Carhartt, Chrysler PT Cruiser, Coca-Cola, Dummies, eBay, Excedrin PM, Fanta, Fruit2O, GI Joe, Guinness, Halo, JVC, Kodak, Lacoste, Magnum, Mentos, Midnight Club, Minute Maid, Monster Cable, Mortal Kombat, Nintendo, Oreo, Orville Redenbacher, Panasonic, Polo Ralph Lauren, PUMA, Rolls Royce, Schwinn, Shell, Sony, Sony PlayStation, Testors, TREK, Trojan, Vaseline, Volvo, Western Bagel
Comments: Like Wedding Crashers a few weeks earlier, all of the characters here are sex-obsessed, potty-mouthed and immature. Also like Crashers, Virgin has big features for Budweiser and Apple. Chrysler’s PT Cruiser puts on a solid show as does TREK. The Magnum condom and eBay scenes are the definition of perfect, plot-enhancing product placements. Panasonic rules the fictional electronics store.
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buy Four Brothers
Four Brothers
Date:
12-18 Aug., 2005
Studio: Paramount
Weekend gross: US$20.7 M
Featured brands: Apple, Baby Ruth, Belstaff, Beretta, Budweiser, Carhartt, Chevrolet El Camino, Coca-Cola, Dell, Detroit Pistons, Detroit Red Wings, Dewar's, Domino's Pizza, Dos Equis, Ford, Gatorade, GMC, Jeep, Jell-O, Johnnie Walker, Lincoln, Magnum (gun), Marlboro, Mercedes, Michelob, Nike, Phat Farm, Pringles, Ritz, SBC, Schott, Slim Jim, SnackWells, Sol, Stihl, TAG Heuer, Thomson West, Tide, Tootsie Roll, Trident, Tylenol, Uncle Ben's, USPS, Volkswagen, Volvo
Comments: Product-heavy scenes in stores and bars gave our pen a workout in this film about heavies. Volvo got great screen time and even saved the day while at the same time saving our hero (boxy but safe and heroic). And Belstaff deepens its reputation as the leather for big-name leads.
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buy The Dukes of Hazzard
The Dukes of Hazzard
Date:
5-11 Aug., 2005
Studio: Warner Bros.
Weekend gross: US$30.6 M
Featured brands: adidas, Arenix, Auto Meter, Autolite, Beefeater Gin, BF Goodrich, Bombay Sapphire, Budweiser, Busch, Cadillac, Castrol, Chessie, Chevrolet, Cobra, Coca-Cola, Dickies, Die-Hard, Dodge, Doritos, Dos Equis, Ecko Unltd, Erson Cams, Ford, Ford Mustang, Grant, Gumout, Hawk Performance, Holley, Indian, Jeep, Johnsonville, Komatsu, Levi's, Lexus, Liberty Safe, Löwenbräu, Mack, Maker's Mark, Miller, Motorola, MSD, Nike, Nissan, Optima, Outback Steakhouse, Pabst, Ray-Ban, Schlitz, Sharp, Simpson, STP, Tabasco, Tonka, Viagra, Volvo, Yahoo!, Zippo
Comments: Many brands for rural Georgia, but most came from a bar (Miller, Pabst, etc.) and a sub-NASCAR racetrack (BF Goodrich, Jiffy Lube, etc.). Viagra, Outback Steakhouse and Tonka are mentioned (in jokes). And the 1969 Dodge Charger’s star turn increased its actual official re-sale value by over 60 percent.
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buy Wedding Crashers
Wedding Crashers
Date:
29 Jul-4 Aug., 2005
Studio: New Line
Weekend gross: US$20.0 M
Featured brands: 7-Up, Apple, Baltimore Orioles, Budweiser, Cadillac, Count Chocula, Habitat for Humanity, Harvard University, Jelly Belly, Johnnie Walker, Jose Cuervo, Log Cabin, Moët & Chandon, Montblanc, Newsweek, Nike, Oprah Winfrey, Pepsi, Peta, Rhode Island School of Design, Thomson West, Toys ’’R’’ Us, Wrigley Field
Comments: Slipping in some nice features for Pepsi and Apple, Crashers’ most notable brand was Budweiser simply because Bud drew so much heat from watchdog groups. Criticism we don’t understand given the tame nature of the placement. We also thought this was a perfect film for a tuxedo brand. Alas.
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buy Charlie and the Chocolate Factory
Charlie and the Chocolate Factory
Date:
15-28 Jul., 2005
Studio: Warner Bros.
Weekend gross: US$84.5 M
Featured brands: Converse, Golf World, LYPC, Marshall Amplification, Nike, Oprah Winfrey, Rockem Sockem Robots
Comments: When a fictional product becomes real, we call it reverse product placement, and what better way to experience this phenomenon than with Wonka chocolate bars? (Actually Nestlé.) Also, it might appear strange to have Marshall amplifiers, Oprah and Golf World magazine among the only brands in the film, and it is! But, then again, look at that haircut. Also, Nike’s swoosh appears to make a small... um... appearance.
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buy Fantastic Four
Fantastic Four
Date:
8-14 Jul., 2005
Studio: Fox
Weekend gross: US$56.0 M
Featured brands: Activision, Aleve, Arnette, Aston Martin, Bentley, BullFrog, Burger King, Business Week, Combos, Corvette, Crystal Geyser, Dell, Dodge, Dos Equis, ESPN, Ford, FOX, FreshDirect, Hamilton, Hayden Planetarium, HSBC, Kellogg's Corn Flakes, Kool-Aid, Lay's, M.I.T., Mountain Dew, MSN, NASA, Nestlé, New York Post, New York Yankees, Nike, Oscar Mayer, Pabst, People, Pepsi, Porsche, Range Rover, Samsung, SBC, SoBe, Sol, The North Face, Troy Lee Designs, Under Armour, USA Today, USPS, Victoria's Secret, Walmart, Wired, X Games
Comments: Thanks to an ESPN X Games sequence, Fantastic Four comes packed full of brands, with Pepsi and its family ruling the roost. (An especially comic scene involves the Human Torch accidentally lighting up a Burger King “flame grilled” billboard.) Fox Studios plugs its Fox News division as well as its cousin publication, the New York Post (a la Daredevil). Victory motorcycles look hot and Arnette sunglasses solve the problem of how to identify sunglasses.
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buy War of the Worlds
War of the Worlds
Date:
1-7 Jul., 2005
Studio: Paramount
Weekend gross: US$64.5 M
Featured brands: American Girl, Apple, Belstaff, Boston Red Sox, Carhartt, CBS, Coca-Cola, Dodge, Ford, Ford Mustang, Heinz, Jeep, JLG, Mazda, Mizuno, Montblanc, Motorola, Mountain Valley Spring Water, New Jersey Devils, New York Yankees, Nike, Nokia, Omega, PATH Train, Pennzoil, Plymouth, Red Cross, Robosapien, Sony, SpongeBob SquarePants, STP, Surgex, Tabasco, TiVo, Toyota, U.S. Army, Wish-Bone
Comments: Two cars get some good screen time here; too bad neither the Ford Mustang model nor the Chrysler minivan is in production anymore. (Actually, maybe not too bad about the minivan). Belstaff continues to be the go-to leather for jacketing the hottest stars. Plus, a Yankees/Red Sox 'in' joke similar to the one seen in 2004's Ocean’s Twelve.
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buy Batman Begins
Batman Begins
Date:
17-30 Jun., 2005
Studio: Warner Bros.
Weekend gross: US$76.3 M
Featured brands: Bacardi, Belstaff, Budweiser, Ford, Kevlar, Lamborghini, Partridge, Pepsi, Princeton University, Rolls Royce, Salvation Army, Titleist
Comments: The biggest standout here is Lamborghini’s Murciélago model, a name that just happens to mean 'bat' in Spanish. The only other car with as much face time: a Ford Taurus. Also, Belstaff's bag makes its second showing of the year, after a big role in The Interpreter.
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buy Mr. and Mrs. Smith
Mr. and Mrs. Smith
Date:
10-16 Jun., 2005
Studio: Fox
Weekend gross: US$50.3 M
Featured brands: Beck's, Beretta, BMW, Bombay Sapphire, Cadillac, Chevrolet, Coca-Cola, Corona, Dodge, Drano, Dynamex, Everlast, FOX, Gimbel's, Glock, GMC Yukon, Grey Goose, Guinness, Heckler & Koch, Hummer, IWC, Jack Daniel's, Johnnie Walker, La Prensa, Lincoln, M.I.T., Macy's, Martha Stewart, Martini & Rossi, Mercedes, MTV, New York Times, Nokia, Oakley, Oliver Peoples, Panasonic, Panerai, Peace Corps, Pepsi, Pioneer, Planar, Plantronics, PUMA, Samsung, Sanka, Spirtas, Stanley, Sub-Zero, Tabasco, Tissot, TiVo, University of Notre Dame, USPS, Weber, Women's Entertainment
Comments: Sub-Zero refrigerators stop a murderous spouse’s bullets. The auto features of Dodge minivans help dispatch assassins. Also prominently highlighted are Mercedes, Panasonic’s Toughbook and Guinness.
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buy Madagascar
Madagascar
Date:
3-9 Jun., 2005
Studio: DreamWorks
Weekend gross: US$28.7 M
Featured brands: Animal Planet, Botox, Central Park Zoo, Circuit City, Coca-Cola, Denny's, Essex House, Golden State Warriors, HP, Hugo Boss, Krispy Kreme, Lincoln Center, MetroNorth, New York Giants, New York Knicks, San Diego Zoo, Spalding, Starbucks, Swatch, TJ Maxx, Toys ’’R’’ Us, Ziploc
Comments: DreamWorks, the master at animating Times Square in Shark Tale, doesn’t disappoint in Madagascar, featuring everything from Coca-Cola to HP to Denny’s. Madagascar also features a good number of New York landmarks, such as the Central Park Zoo and Essex House. The really mega-meta product-placement mind-screw comes when the Wilson ball from Cast Away appears as... the Spalding mocking the Wilson ball from Cast Away.
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buy Star Wars: Episode III - Revenge of the Sith
Star Wars: Episode III - Revenge of the Sith
Date:
20 May-2 Jun., 2005
Studio: Fox
Weekend gross: US$163.6 M
Featured brands: none
Comments: Is there a more successful form of branded entertainment than Star Wars? Entertainment that pushes product or product that pushes entertainment, it all comes together in a marketing Empire with no equal.
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buy Monster-in-Law
Monster-in-Law
Date:
13-19 May., 2005
Studio: New Line
Weekend gross: US$24.0 M
Featured brands: Abercrombie & Fitch, adidas, Apple, Bowflex, Cartier, Chrysler, Emmy Awards, evian, Fendi, Grey Goose, Gucci, Hooters, Jaguar, Listerine, Louis Vuitton, Mayflower, Montblanc, Nike, Oprah Winfrey, Pacifico, Range Rover, Rolls Royce, The Ivy, Time, Urth Caffé
Comments: No surprise that a film featuring both J. Lo and J. Fo would feature brands like Fendi, Vuitton and Cartier. Yet we have to ask, are Gucci’s enormous appearances hurt by being associated with the “monster” of Monster-in-Law?

The big news here is that, with 23 brands, Monster finishes 20 behind other J. Lo Number One rags to riches romance Maid in Manhattan, which had 43 brands.
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buy Kingdom of Heaven
Kingdom of Heaven
Date:
6-12 May., 2005
Studio: Fox
Weekend gross: US$20.0 M
Featured brands: none
Comments: Outside of possibly serving as a promotion for history-oriented travel buffs, there just isn’t any way to get products into a 12th century epic.
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buy The Hitchhiker's Guide to the Galaxy
The Hitchhiker's Guide to the Galaxy
Date:
29 Apr-7 May., 2005
Studio: Buena Vista
Weekend gross: US$21.7 M
Featured brands: Apple, Carlsberg, Coca-Cola, Ford, Jameson, JCB, Nokia
Comments: After the earth explodes in Guide, the story moves quickly into the outer cosmos, thus leaving little room for brand placements. But Nokia’s camera phone gets some very big early scenes. Another scene in a bar splashes booze labels across the screen, though we were only quick enough to catch Carlsberg and Jameson.
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buy The Interpreter
The Interpreter
Date:
22-28 Apr., 2005
Studio: Universal
Weekend gross: US$22.8 M
Featured brands: Apple, Audi, Belstaff, Black Entertainment Television, British Airways, Carlsberg, Chelsea Hotel, Chevrolet, Coca-Cola, Dasani, Dell, Earthlink, FedEx, Ford, Frito Lay, Glock, Grey Goose, HP, Jack Daniel's, L3 Communications, Land Rover, Lipton, Maker's Mark, Mercedes, Montblanc, Motorola, New York Times, Nikon, NY1, Oren's Daily Roast, PBS, Pepsi, Pringles, RadioShack, Sony, Sprite, Staples, Starbucks, The North Face, USPS, V.I.M., Vespa
Comments: The United Nations brand gets the most promotion here, but there are others. Nikon and British Airways both get good screen time as Apple (at the home) and Dell (in the office) split scenes. Coke (with Sprite and Dasani) appeared to be the main drink even though a late scene shows an enormous Pepsi sign. Lastly, why is it that shady bad guys so often drive Mercedes?
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buy The Amityville Horror
The Amityville Horror
Date:
15-21 Apr., 2005
Studio: MGM
Weekend gross: US$23.3 M
Featured brands: Chevrolet, Converse, Etch A Sketch, GMC, New York Islanders, Operation, Panasonic, Super Sugar Crisp
Comments: The games Etch A Sketch and Operation make prominent cameos, as does Super Sugar Crisp cereal. But the few other brands here are unremarkable. Though presenting some period limitations for product placement, Amityville is another example of a horror film that’s under-branded.
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buy Sahara
Sahara
Date:
8-14 Apr., 2005
Studio: Paramount
Weekend gross: US$18.5 M
Featured brands: Apple, Budweiser, Calliope, Coca-Cola, Doxa, Ft. Worth Stockyards, Holland and Holland, intel, Jeep, Land Rover, Mercedes, Microsoft, Panasonic, Ray-Ban, Samsung, Sauza, Sony, TBF Thompson, USA Today, World Health Organization
Comments: Though a few of the placements in Sahara were well known before opening day, nothing in the film seemed forced at all. Jeep and Panasonic’s Toughbook were at home in the rough environments and the Ray-Bans looked great. The lead character’s devil-may-care persona was a perfect place for Sauza tequila, and Doxa’s orange-faced watch shows why distinction can get you noticed.
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buy Sin City
Sin City
Date:
1-7 Apr., 2005
Studio: Dimension
Weekend gross: US$28.1 M
Featured brands: AAA, American Express, Beretta, Cadillac, Chevrolet, Chrysler, Converse, Discover, Ferrari, Ford, Jaguar, Lincoln, MasterCard, Mercedes, Motorola, Pez, Porsche, Springfield Armory, Steyr, UZI, Zippo
Comments: Sin City’s extraordinary look fetishizes every detail, including the designs of cars and guns. Strikingly modeled autos by Chrysler, Cadillac, Porsche, Ferarri, Jaguar and Ford work the screen (often in tandem) with equally sleek firearms from Uzi to Springfield Armory. Slit throats make men into Pez dispensers as Zippo fuels the flames.
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buy Guess Who
Guess Who
Date:
25-31 Mar., 2005
Studio: Sony
Weekend gross: US$21.0 M
Featured brands: Belvedere, Bloomberg, Cadillac, Castrol, Coca-Cola, Denver Broncos, Doritos, DuPont, FDIC, Ford, Honda, Howard University, Jet, Jiffy Lube, Kellogg's, Kellogg's Corn Flakes, Kodak, Lexus, Lumber Liquidators, Macy's, Montblanc, NASCAR, New Jersey Nets, New Jersey Transit, New York Giants, New York Knicks, New York Stock Exchange, New York Yankees, Nextel, NFL, Nikon, Oakley, Pirelli, Raisin Bran, Ruffles, Saks Fifth Ave., Shriners, Sony, Sony Ericsson, Spalding, Starbucks, Tumi, UPS
Comments: Like 2005’s earlier Number One romantic comedy Hitch, Guess Who brings the Sony brands, especially Sony Ericsson phones. Tumi gets good placement (and a voiced mention). Plus, in a film that purports to expose stereotypes, using NASCAR as a sport for Caucasians is successfully challenged.
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buy The Ring Two
The Ring Two
Date:
18-24 Mar., 2005
Studio: DreamWorks
Weekend gross: US$35.1 M
Featured brands: Apple, Aquafina, Bose, Daily Astorian, E-Zup, Ford, Philips, SoBe, Subaru, Volkswagen
Comments: Also big in the first Ring, Apple makes a prominent showing in Ring Two. Volkswagen is back again as well (with an old Jetta model). Real, small-town newspaper The Daily Astorian gets some face time, as does a digital camera we couldn’t readily identify.
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buy Robots
Robots
Date:
11-17 Mar., 2005
Studio: Fox
Weekend gross: US$36.5 M
Featured brands: Ricola, Velcro
Comments: One of Robots’ two brand mentions comes in the form of the famous Ricola yodel. The other brand, Velcro, is also part of a verbal joke. A final possible brand mention is Domino’s, though it is never clear if the reference to the “dominos delivery boy” is meant to evoke the pizza company or the fact that the game of dominos figures heavily in the film.
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buy The Pacifier
The Pacifier
Date:
4-10 Mar., 2005
Studio: Buena Vista
Weekend gross: US$30.2 M
Featured brands: adidas, Apple, ascent magazine, Boo Berry, Cookies &, Costco, Domino's Pizza, Excelsior Park, FireFlies, Ford, Graco, Huggies, intel, Johnson & Johnson, Lay's, Magnum (gun), Mazda, Microsoft, Minute Maid, Nike, NRS, Orville Redenbacher, Panasonic, Pantene, Peg Pérego, Pepperidge Farm, PetSmart, Pioneer, Pringles, Rimowa, Ruffles, Sikorsky, Sony, Spam, Staples, Tiffany & Co., Toyota
Comments: Shopping scenes in a Costco warehouse provide ample places for product. Minute Maid is to juice selection as Nike is to shoes/hats/shirts. Toyota’s Sienna minivan owns the screen and shows off some maneuvers that may require a “professional driver on a closed course” disclaimer. And Panasonic’s Toughbook computer, otherwise dominating the film, takes a break and lets Apple squeeze in a short cameo.
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buy Diary of a Mad Black Woman
Diary of a Mad Black Woman
Date:
25 Feb-3 Mar., 2005
Studio: Lions Gate
Weekend gross: US$22.7 M
Featured brands: Aston Martin, Atlanta Sentinel, Bentley, Biltmore Hotel Atlanta, Buick, Chanel, Chevrolet, Coca-Cola, Dodge, Dolce & Gabbana, K-Swiss, Louis Vuitton, McDonald's, Mercedes, Nike, Philips, Stella Artois, Tabasco, U-Haul, Vaseline, Vera Wang, Viagra, Zildjian
Comments: Balancing between a world of have and have-not (both financially and spiritually), a wide range of brands appear here from the upscale Vera Wang to the less-so U-Haul. Buick is the butt of a joke, literally, and Stella Artois becomes the choice of studly steelworkers.
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buy Hitch
Hitch
Date:
11-24 Feb., 2005
Studio: Sony
Weekend gross: US$74.5 M
Featured brands: AAA, adidas, Altoids, Bang & Olufsen, Ben & Jerry's, Benadryl, BlackBerry, Body Glove, Canon, Cargo, Citibank, Coca-Cola, Corona, Crunch, Dylan's Candy Bar, Earl Grey, FedEx, Ford, Fortune, Fritos, GE, Google, Gray Line, Grey Goose, Gucci, Helmut Lang, Hermès, J.Lindeberg, Johnson & Johnson, Krispy Kreme, LA Cafe, Lacoste, Louis Vuitton, Mercedes, Metropolitan Museum of Art, MINI, Moët & Chandon, Montblanc, Motorola, Negra Modelo, New York Jets, New York Knicks, New York Post, Nike, Nikon, Olive's, Oppenheimer, Pastis, Polaris, Prada, Rice to Riches, S. Pellegrino, Scalinatella, Sheraton, Sony, Sony Ericsson, Starbucks, Subway, Sun-Maid, Thomson West, Time Out, uni-ball, Wristguard, Yoga
Comments: Hitch could function as much as a promotional film for New York tourism as for Sony’s products, which appear here en masse (Sony produced the film). Motorola and BlackBerry get good face time along with Google, Grey Goose, Krispy Kreme and Coca-Cola. Thanks to Benadryl, our hero saves his face from date-ending food poisoning.
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buy Boogeyman
Boogeyman
Date:
4-10 Feb., 2005
Studio: Sony / Screen Gems
Weekend gross: US$19.5 M
Featured brands: Coca-Cola, Ford, Ford Mustang, Mack, Mercedes, Red Bull
Comments: Full refrigerators with no brands; it’s a horror film staple. Boogeyman is another horror film with comparatively few brands. But those with even small roles do stand out. In a more branded film we might have missed them.
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buy Hide and Seek
Hide and Seek
Date:
28 Jan-3 Feb., 2005
Studio: Fox
Weekend gross: US$22.0 M
Featured brands: Apple, CITGO, Lexus, Lipton, Montblanc, NY City Children's Hospital, Padded Wagon, Panasonic, Real Simple, Volkswagen Beetle, Volvo
Comments: A last minute surprise twist in this horror flick gives us another Apple appearance. Lexus’ sports model looks sporty driven by a model “children’s psychologist.” And the boxes of humble moving company The Padded Wagon made a good showing in a role usually occupied by larger names like Allied and Mayflower.
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buy Are We There Yet?
Are We There Yet?
Date:
21-27 Jan., 2005
Studio: Sony
Weekend gross: US$18.5 M
Featured brands: Akademiks, Atlanta Braves, Blue Marlin, BMW, Boston Celtics, Boston Red Sox, Capri-Sun, Coca-Cola, Detroit Tigers, eBay, Ecko Unltd, Fairmont Hotel, Fila, Ford, Formula 409, Fram, Freightliner, Gumout, Icekol, Jordan, Kenworth, Lincoln Navigator, Major League Baseball, MasterCard, Minnesota Twins, Motomedia, Motorola, Nextel, NFL, Nike, Nintendo, Oakland A's, Paul Frank, Phat Farm, Pittsburg Pirates, Porsche, Portland Trailblazers, St. Louis Cardinals, Tommy Hilfiger, U-Haul, VIA Rail Canada, Victorinox Swiss Army, Visa, Wilson
Comments: Are We There Yet is a film about family values and children coming to terms with divorce. It’s a movie about single parenthood. But mostly it’s a movie about a man in love with his Lincoln Navigator, a vehicle that features very heavily in most of the film. Despite featuring the beautiful Nia Long, the Navigator is the true starlet of this film.
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buy Coach Carter
Coach Carter
Date:
14-20 Jan., 2005
Studio: Paramount
Weekend gross: US$29.2 M
Featured brands: 7-Eleven, Advil, AFX, And 1, Balance, Band-Aid, BMW, California State University, Sacramento, Casio, ChapStick, Coleman, Dunkin' Donuts, Ecko Unltd, Enyce, ESPN, Fila, Gatorade, Girbaud, Honda, Humboldt State University, Jordan, Kool-Aid, K-Swiss, Mercedes, Nike, Oakland A's, Oakland Raiders, Olympus, Pepsi, Phat Farm, Pittsburg Pirates, Polaroid, Polo Ralph Lauren, Rawlings, Reebok, Rocawear, Salvation Army, San Francisco 49ers, San Francisco State University, SoBe, Spalding, Thomson West, USA Today, Xbox
Comments: Branded clothing by far outweighs its unbranded counterpart, but it is mix and match enough that no one brand holds court (pun intended). Pepsi pops up time and time again and Gatorade is as ubiquitous as games won on buzzer-beating shots. We feel that brand “And 1” got the most beneficial placement though, as its prominence was seamless and directly tied to a character we’d like to be.
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buy Meet the Fockers
Meet the Fockers
Date:
24 Dec-13 Jan., 2005
Studio: Universal
Weekend gross: US$116.3 M
Featured brands: AARP, ADT, Apple, BCBG, Chevron, Chicco, Fleetwood, Ford, Google, Graco, Jaguar, Liberator, Miami Herald, Moët & Chandon, Mount Gay, Orville Redenbacher, Panasonic, Pepperidge Farm, Pontiac, Rand McNally, S. Pellegrino, Sealy Posturepedic, Sephora, Signing Time!, Skippy, Starbucks, Sun-Maid, Tanqueray, Tootsie Roll, Underwood, VIASYS, VW Thing
Comments: Apple is by far the most obvious brand in Fockers, benefiting from a lavish placement early in the film. Baby products from brands Graco and Chicco see some screen time and Tanqueray is the drink of choice. But the sexual aid products made by Liberator receive our nomination for best Focker brand.
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