Posted by Abe Sauer on November 16, 2010 12:00 PM
Our Apple Product Placement watch updates typically fall within Apple's home turf of the US. But a new film from China is proving that product placement is international. In fact, we may need to be worrying about China besting us in this sector as well.
Loosely inspired by the American film The Devil Wears Prada, the Chinese romcom Color Me Love tells the tale of a young woman's work at a glossy fashion magazine and the ensuing trails and tribulations. And product placement.
The film's product placement deals have been widely reported. Brands integrated into the film include Diesel jeans, Cartier, Versace, Hermes and, of course, Prada. Check out the trailer below.
In addition to the official product placements by Versace and Diesel, Color Me Love includes numerous brands like Apple. In this respect, it really is a companion to The Devil Wears Prada.
Maybe the most noteworthy detail of the product placement in Color Me Love is how high-end it is. Product placement reports from China typically revolve around beauty products and cosmetics, goods aimed at a expansive and broad consumer market. This move toward luxury brands and pricey electronics prove that the potential Chinese market for such goods is growing.
Thanks to tightened restrictions on advertising, product placement is emerging as an increasingly attractive alternative to conventional ads. Another Chinese show Ugly Wudi, also based on an American counterpart, is just one of the many Chinese shows underwritten by product placement or outright brand sponsorship. Ugly Wudi is sponsored by Dove and exclusively features the brand's products.
Cadillac recently became comrades with the Communist Party for a history film. Aftershock, a film about the devastating 1976 Tangshan earthquake, features "a Chinese wine brand, a mobile phone maker and a sportswear label and a prolonged sequence featuring a BMW racing along the highway..."
That last brazen example may have already caught Chinese audiences up to American ones, however... or at least the state-run media has. The China Daily ran a short piece this year that warned against the abuse of the practice.