It’s not a recent phenomenon.
Product placement has been around for decades, gaining popularity in the ’80s with movies such as “E.T. the Extra-Terrestrial,” which prominently featured Reese’s Pieces.
These days two-thirds of advertisers employ what’s called “branded entertainment” — or product placement — with most of that in TV shows.
So it’s no surprise that CBS’ “Hawaii Five-0” is littered with product placement, from the shot of Hawaiian Airlines in the opening credits to the excessive use of the Apple iPhone 4. In last night’s episode, other advertisers featured included Body Glove, First Hawaiian Bank and, of course, Chevrolet, which has a product integration deal with CBS.
Most consumers understand now that product placement is part of the movie-going or TV-viewing experience. But can it be too much?
“The Island” featured at least 35 individual products and brands, including cars, bottled water, shoes and credit cards. In a scene from “The Matrix Reloaded,” a car chase included a Cadillac CTS and Escalade EXT. Minute Maid was placed in “Beetlejuice” and Pizza Hut in “Back to the Future.” Don’t forget NBC’s “Heroes,” which featured Nissan cars.
And don’t get me started on reality TV.
So is today’s onslaught of product placement making TV shows and movies feel more like big-budget advertisements? Or are we numb to it?
***
For the #H50 fans, here’s a recap of last night’s episode:
Lowlights:
• Detective Steve McGarrett talking to Danny “Danno” Williams while on the U.S.S. Missouri — with the accused murdered within earshot. I think he could hear you, McGarrett.
• It seemed a bit too easy that McGarrett 1) boarded the Mighty Mo during a hostage crisis and 2) could get the Navy SEAL to open up so easily. He’s not the warmest guy.
• McGarrett gets patted down for weapons but the suspect doesn’t feel his iPhone.
• How Kono Kalakaua could lose Lily, the daughter of the woman murdered, right at the beach.
Highlights:
• During that useless phone conversation — couldn’t they just text each other? — McGarrett asked Williams, “Do you miss me?” I’m loving this bromance.
• Go Kim Gennaula, former TV anchor now psychologist on the show. She looked great in fatigues!
• Kelly Hu has got a recurring role as the governor’s public safety liaison. Believable.
• Best line, from Williams: “What, I’m here for the entertainment?” Uh, yeah.
***
To read all of Cat’s blogs, visit www.nonstophonolulu.com/thedailydish. Follow Cat on Twitter @thedailydish or send her an e-mail at [email protected]
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37 Comments
I’m okay with the product placement. It adds a touch of realism. Better than bogus product and brand names.
Now, if they only stop making up bogus locations such as Kaka’ako Beach Park….sheesh.
I still like the Grace Park show…..this week, we get to see her soft side eat shave ice in Haleiwa.
And, on the Channel 9 news, when they interviewed her aboutr her favorite foods, she actually said “Grind”, and she likes poke. The ahi and aku better watch out!
@ron they were eating shave ice –Waiola for that matter (talk about product placement)- at Ala Moana Beach Park. WTF?
@mokolai @ron Yeah but they got to Ala Moana Beach Park after driving around the North Shore for less than a minute.
Grace “Kono” Park also pronounced Poke correctly and that she won’t admit to liking Spam Musubi.
@mokolai @Ron some of the non-meltingest shave ice ever seen! Love the “geographic whiplash,” as one Twitter friend called it, of getting from Ala Moana to Haleiwa in less than a minute. 😉
@mokolai @Ron Glad that it was Waiola and not Matsumoto. 🙂 Waiola’s my favorite. Personally, I don’t have a problem with location shifting. Or the products if they’re local.
Hey Cat,
You forgot about the Waiola Shave Ice name use in the show. I just watch the show to see what I can complain about later. The writing is terrible. Most things aren’t believable. Just like the conversation he was having right where the bad guy could hear him. It’s almost as if the writers don’t have common sense. The show is totally geared towards everyone-east-of-Las-Vegas crowd. It seems like they are running out of locations fast. The sad part is the show is getting huge ratings so we have to put up with it longer. It’s a great thing for Hawaii in terms of tourists, business, and money, but don’t butcher the local culture or disrespect us to get the show out there.
@MikeJocson I just go for the entertainment, the local scenary, and Grace Park…..not necessarily in that order.
@MikeJocson I was going to mention Waiola, but it was at Ala Moana Beach Park. So it didn’t seem right. Like it wasn’t really the same shave ice spot…
Product placement can be annoying, sometimes takes your right out of a movie or TV show. I just re-saw the 80’s teenage sex comedy, Last American Virgin. And Coca Cola is all over the place. And in almost every scene !! One scene, the main guy is alone in a diner, and every cup with the Coca Cola logo, about 30 cups, are all facing the camera !!!!
Friends was appalling, every time Cox, Schwimmer, or Aniston was trying to promote an author’s book, or In Style magazine, they would obviously be holding the book or magazine in front of their faces, so we can clearly see the book’s title !!!
Last night’s espisode for Five 0 was underwhelming. Does showing USS Missouri count as product placement ??? Best part, McGarret diving into polluted Pearl Harbor. Yecch !!. Episode was kinda like a remake of that 1992 Steven Segal movie, Under Seige, also set on USS Missouri involving rescuing hostages. Nice to see old pro Robert Loggia as the tour leader / 1941 survivor. Also nice to see Kelly Hu and Kim Genaula in bit parts.
The new H5O is all about suspending your disbelief. The show gets away with tons of crazy improbable stuff. Hard to notice the products. Don’t care. for me and a lot of folks it is Hawaii, the actors are good, the location is excellent, and then there is Grace Park 🙂 Pretty, smart, and athletic. And she seems to be down to earth and not a diva. Now that is truly rare….
@dbjack it’s that Canadian upbringing. Low key, self-deprication.
I get that shows that take place now are going to have a lot of modern products, but you can tell when the products are there for product placement. What’s wrong with making up an airline, for example? There just needs to be a balance between real products and making stuff up.
@sushi I’m assuming these companies pay to be there. Big bucks in product placement! And it’s smart business-wise. It’s just annoying to viewers!
it can get annoying, but it’s kinda fun when the show treats it like a fourth wall kind of wink and nod ala Chuck.
agree that HI50 gets a bit irritating, but that’s only for those who are from Hawaii. I’m sure most of the viewers from the continent are loving it and completely oblivious to the place/name errors. it happens in lots of shows but just hits home here because it is home. Monk and Charmed were set in San Franciscob but the only Bay Area shots they had were stock footage (flyovers of the Golden Gate Bridge, etc). everything else was in LA. at least HI50 is on location.
@matti2d Miss Monk… one of the all time great TV shows! Tony Shaloub’s performance was genius!
I was watching Dog the Bounty Hunter and I noticed the 5-Hour Energy placement. Before the team got hauled out of their office to hunt someone down, they all got together and downed a 5-Hour Energy. It wasn’t as terribly inserted as I’ve seen in the past, but I was blatantly obvious. It really does take away from the show, especially “reality” TV because it kills any semblance of reality that remained.
Hello Cat!
It’s the political commercials that irritates me.
@M Oh, I’m with you on that one!
The only recent product placement that was really jarring to me was Anthony Bourdain whipping out a Chase Sapphire credit card in a few episodes of “No Reservations”. It was so weird after all these seasons of the show to see him do that. I think it stopped this season though.
Every time I see Kim Gennaula, my life flashes before my eyes, haha! She nearly ran over me in Chinatown in the ’90s. Her eyes were as big as saucers when she saw me and slammed on her breaks. I think she was more traumatized than me. And it was nice to see her… she always had a warm personality.
Another lowlight you forgot to mention Cat:
• Kono being relegated once again to “women’s work!” While the men were kickin’ ass and takin’ names, she was babysitting. And she couldn’t even do that right as she lost the kid. Wonder how long they’ll get away with this.
Too bad they couldn’t have cast Kelly Hu as Kono in the first place instead of Grace. Would be nice to have at least ONE local in the show in a major role.
@maxmaxmax +1
As much as I want the show to be good, it is well … average. But, as many have noted Grace is easy on the eyes. With the exception of Danny Kim the other main characters, especially Danno, come across as well, just not real bright. That is a real problem — if you are old like me because the characters in the original Five O had some depth. Products? They have products in the show. hahahaha … never noticed, but I tune that stuff out. Couldn’t even tell you who runs the commercials.
Just heard Andy Irons died from Dengue Fever today. R.I.P. Andy…
@maxmaxmax Yep, just got a blog posted about that. Crazy.
They do it in all shows and movies nowadays. Noticed the Aloha Maid Juice cans in last weeks show.
Per a discussion I had on Twitter the other day with Catherine Toth and Esme Infante Nii , I figured out how we can place those two, and Melissa808 into Hawaii 5-0.
They will be evil henchmen of the upcoming appearance of Wo Fat. They will be known as Fat’s Unholy Trinity (FUT). Between the three, they will cover the sea, land and air, and act as his recon, intel and personal security force.
First, Catherine Toth will handle all water borne operations. Her slick, sly surfing skills will eventually make for a conflict with Kono, as we will then have a catfight on the waves! Also, she serves Wo Fat as his personal food taster, since her refined palate and iron stomach will ensure no poison will get to him (or her). Next will be Esme Infante Nii , who is will be the crazily crafty creator of the Evil Mother’s Organization (EMO). She will be Wo Fat’s recon and intel gathering service. After all, everyone trusts mom and you can tell her anything. How can mom be evil? Alas, little do they know…. And finally, the malicious Melissa808 will head up Wo Fat’s communications. As the Twitter Goddess, she will use all of her social media network skill to twit, text, IM, e-mail, call and fax to Wo Fat so that he can always stay a step ahead of the 5-0 team.
Of course, they operate under the cover of being journalists for Nonstop (product plug!) unbeknownst to their co-workers or their adoring readings.
I think this will work. How about it?
@hikino Catherine Toth Esme Infante Nii Melissa808 Snerk! xD
Well, “evil mom” is not a stretch for me. And hey, whatever would get me on the show … I’d be all for it. ^_^
@EsmeInfanteNii Catherine Toth Esme Infante Nii Melissa808 See how I cast to your natural strengths and talents? And then the FUTS will slowly worm their way into the writing crew, advising them on proper bird and eating places and feeding Grace Park more poke and Hawaiian food (but not too much). Until it becomes….Nonstop Hawaii 5-0. MUWAHAHAHA!
@EsmeInfanteNii a mom’s gotta do what a mom’s gotta do. I being a mom lets her get away with more, …muahaha
Ha, that was me! As I was saying, the geographic whiplash actually is part of the fun of watching the show.
More on topic … the local product placements, in my view, also up the fun factor. Not always the case with all shows, but definitely so for #50 and local folks who are amused at seeing local brand names on a (inter)national stage.
Whoops, this comment was supposed to appear under HImom808’s down at the bottom. Sorry about that. I did hit the “reply” button over there. Clearly, I have more to learn about navigating NS. *red face*
@EsmeInfanteNii Sigh…see what happens when you’re out of the newsroom too long and not exposed to the latest technology? That’s okay, it’s all the dog’s fault.
<p> <lf:user type=”lf” name=”EsmeInfanteNii” id=”[email protected]” context=”reply”/> new hashtag, #geographicwhiplash, for next week’s #H50. </p>
Gosh, I don’t know what happened. I was trying to say new hashtag, #geographicwhiplash, for next week’s #H50.