Posted by Abe Sauer on December 23, 2010 12:00 PM
There is a lot to be said about the latest film version of Gulliver's Travels due out this week.
Critics could certainly point to the disconnect evident in how an essentially subversive piece of literature has been plundered for its most identifiable charters (Lilliputians) and then turned into a conventional work of Hollywood.
A similar incongruity exists in the product placement and tie-in marketing for Gulliver's Travels. The film at once acknowledges that product placement is something actors have to be "sneaked into," while at the same time providing Apple with a million dollars or so worth of exposure.
As is the wont of a high-profile holiday family film, Gulliver's Travels has been loaded up with marketing tie-ins, from Poptropica to Burger King. One of them is for French cell service provider Orange, whose commercial is a clever play on product placement:
Here we see a fake scene from the film including an Orange product placement. Jack Black complains about integrity, shilling, corporate suits, etc. Now, compare that commercial to a scene from the film that, from a marketing perspective, functions almost exactly the same as the Orange ad, but for the Apple iPhone (around the 1:00 mark):
The iPhone isn't the only Apple in the film either. Before Black lands in Lilliput, we are treated to numerous Apple Macbooks (one example, below):
Moviegoers will see a lot of Apple products and logos — and a new apex for a brand that claims to pay for none of its screen roles.
Let us know if you see the movie and what you think of the product placement in the movie.