2014 Brandcameo Product Placement Awards

web watch

Brand Watch: Kareem Abdul-Jabbar, Ted Striker Reprise Airplane! for Travel Wisconsin

Posted by Abe Sauer on March 5, 2014 10:02 AM

The Zucker brothers that directed the cult classic Airplane! grew up in Wisconsin. So it's no surprise that Travel Wisconsin recruited the pair for a new state tourism ad spoofing the spoof film, complete with Kareem Abdul-Jabbar and Ted Striker.

Jerry Zucker teamed with Green Bay Packers star Jordy Nelson last year for a spot spoofing the The Wizard of Oz. Check it out after the jump:Continue reading...


The Envelope, Please: The 2014 Brandcameo Product Placement Awards

Posted by Abe Sauer on February 27, 2014 02:04 PM

Welcome to brandchannel's annual Brandcameo Product Placement Awards.

For more than a decade, Brandcameo has tracked product placement and brand appearances in every No. 1 film in Hollywood. Since 2004, the Brandcameo Awards have been honoring the good, the bad, and the ugly (and the most) product placement in tandem with the annual Oscars buzz.

If one thing is evident in the product placement industry, it's that brand cameos in films are on a steady decline. 2013's average of 9.1 product placements per No. 1 film is the lowest since 2001, when we first started tracking this space. With directors looking to de-clutter their work, producers looking to wrangle more marketing tie-ins off-screen and new film technology proving challenging for brand placements, the big screen is becoming less and less of a billboard for brands. 

This year, Brandcameo hands out awards for the best and worst product placement, the Lifetime Achievement Award, the Forrest Gump Award for Achievement in Reverse Product Placement, as well as awards in 14 other categories.

But there's no spoilers here. Check out the big winners (and losers) of the 2014 Brandcameo Product Placement Awards, covering films released in 2013, after the jump.Continue reading...

place branding

Brand USA Explores New Opportunity with Australian Campaign

Posted by Mark J. Miller on February 17, 2014 02:12 PM

Australians love to visit the United States, apparently. Travel from the Land Down Under to the States is at an all-time high and it is currently the ninth largest international market for America.

In hoping to keep that relationship going, Brand USA, the four-year-old public/private partnership charged with showcasing America to overseas tourists, has launched its first campaign in Australia, throwing $1.5 million into the effort.

The campaign features Rosanne Cash, the daughter of Johnny Cash, singing an original song with her band under the Brooklyn Bridge intercut with scenes from across America. 

“Brand USA’s goal is continue to sustain and grow this market by showcasing to Australians the limitless possibilities that are on offer in the United States,” said Joe Ponte, strategy director for Brand USA in Australia, according to Mumbrella. “It’s not just a once in a lifetime holiday destination; the US offers a lifetime of holidays and that’s what we’ve tried to portray in this first TV commercial.”Continue reading...

olympic effort

Ralph Lauren's Ultra-Patriotic, Made in the USA Uniforms More Than Make-Up for 2012 Gaffe

Posted by Barry Silverstein on January 23, 2014 04:02 PM

The Olympic Games aren't just a global celebration of sport, but a branding parade. Sure, there's the occasional guerilla marketing tactics at play, but you don't have to look far to catch an eyefull of brand names and logos emblazoned on nearly every foot of the Olympic park—and its athletes.

So much competition (between brands, we mean) can certainly cloud the logic of executives and team reps when it comes to making some big decisions, and with the power of social media, none of it goes unnoticed. Consider the raging controversy that put Ralph Lauren in the spotlight during the 2012 London Summer Olympics when it was revealed that the Team USA opening ceremony uniforms were manufactured in China. One incensed member of Congress even suggested burning them.

According to the impartial Economic Impact Rating, the controversy could have been avoided, because, "It's possible to be both 'Made in the USA' and profitable," said Anthony Comito, creator of the rating service. But Team USA's uniforms weren't the only oxy-moron: China's Olympic team actually sported uniforms designed by and prominently displaying the logo of the American company Nike despite being home to major sporting companies like Li-Ning. 

At least Ralph Lauren has learned its lesson. The Team USA uniforms revealed today for next month's Winter Olympics were made in the USA, with wool from Oregon that was spun in Pennsylvania and North Carolina and knit in California.Continue reading...

local branding

North Dakotans Focus on Selling Bakken Brands to Demographic in Transition

Posted by Abe Sauer on September 16, 2013 11:31 AM

The "local" branding movement is taking off, from craft breweries to the White House. Global, corporate brands like Starbucks have adopted localization tactics to fit into this consumer niche while actual local brands—like Milwaukee's Collectivo Coffee—have struggled after breaking what consumers saw as a local commitment. But in North Dakota, a place that is booming economically, local brands are struggling to gain a foothold partly because so many consumers aren't local. But a few Bakken brands are seeing boom times too.

North Dakota was recently named fourth in the US for access to local food sources, and with the state's current boom, entrepreneurs are hoping to kickstart local product sales by capitalizing on the region's oil-rich roots, a place that has simply become known as "The Bakken."Continue reading...

place branding

City of Detroit, Residents Face Uncertain Future After Record Bankruptcy Filing

Posted by Dale Buss on July 19, 2013 01:09 PM

The City of Detroit, its leaders and workers and residents in tow, opened a door to their future as emergency manager Kevyn Orr filed for bankruptcy on behalf of the Motor City on Thursday.

Michigan's largest city became the biggest US municipality to file for bankruptcy after decades of population loss, endemic infrastructure decline, inept management, struggles with its suburbs, national image problems and other woes that left Detroit too poor to pay its billions of dollars in debts to bondholders, retired cops, current city workers and other creditors.

Despite more recent investments by national retailers and a hopeful "comeback" campaign—not to mention Chrysler's "Imported From Detroit" civic pride-filled campaign—the city's fate was written in stone. 

The filing "is an emotional and cultural nadir that is tear-inducing and gut-wrenching," wrote Stephen Henderson, editorial page editor of the Detroit Free Press, in a typical sentiment. "Bankruptcy is the bottom of a tremendous, Roman-empire-like slide for one of the world's most significant locales."Continue reading...


The Week in China: VW Nostalgia, Kung Fu Chili Pepper, McDonald's Mega Fries and more

Posted by Abe Sauer on May 17, 2013 01:46 PM

China is the second largest economy in the world and every significant brand's future is impacted by its growth (or collapse)—but who's got the time?! Here's the week's reads that will make you look like a keen China observer in case you find yourself immersed in a cultural conversation.

This week: VW gets nostalgic... Luxury brands suffer... Starbucks canbalizes itself... Apple "ruins" family life... Translating cat app... Tencent profits... BYD... Let Li... Dutch infant formula... What Taobao can tell you about breast size... McDonald's McCafe absurdity... Face toothpaste... What a poorly made $30 hamburger reveals about China's middle class... and more.Continue reading...

place branding

Scranton Says Goodbye to "The Office," but Hopes Tourism Benefits Stay

Posted by Mark J. Miller on May 6, 2013 03:36 PM

Before NBC’s The Office hit the airwaves nine seasons ago, the folks of Scranton, Penn., were a little weary about a sitcom calling the coal-mining town home. After all, as the Scranton Times Tribune points out, the city had been the butt of jokes on All in the Family, Friends, and The Sopranos. The Championship Season, the 1973 Pulitzer winner for Drama about a high school championship team in Scranton that gets together 20 years later, doesn’t exactly leave theatergoers feeling like they want to rush off to visit the place.

Now, the series that focuses on the employees of the Dunder Mifflin paper company is coming to a close and Scrantonites seem to be pleased with how the series gave “a steady supply of residual pop culture cachet.” That cachet won’t come to an end when the series airs its final episode on May 16. It’ll fade with time, but Office love is probably at its peak in Scranton right about now, especially after the show’s cast members, writers and creative team paid a visit this past weekend as part of a big “Wrap Party,” Entertainment Weekly reports.

Along with them came about 10,000 fans who wanted to celebrate the legacy of the sitcom. The stars of the show were paraded through town, signed autographs with fans, sang old tunes to the adoring masses and sat through an extended Q&A.Continue reading...

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