There is one way really sure to test product placement and its efficacy: the Super Bowl. The Super Bowl, at the beginning of February, represents one of the most followed programmes not only in the USA but in all the world. A great occasion for lots of Celebrities (actors, musicians, trendsetters, Vips, journalists and buyers) to exploit this catwalk to consolidate their image in a frame that talks more about costumes and fashion than sports.

However all these ShowBiz Stars use to relax, before their public apperance, in a lounge room full of interesting objects, accessories, personal gifts, electronic gadgets, clothing, jewels, etc. All these products have to be worn during the SuperBowl, the TV reportages (E!, News Live, Extra Entertainment Tonight, Fox, etc.) and the press reports (US Weekly, Life& Style, Daily Variety, Enterteinment Weekly, LA Confidential, Hollywood Reporter etc). Both when the VIPs wear these obejcts only for fitting or really in public, it is allowed to take pictures and use them for ads or marketing strategies. It is really a unique occasion for all those brands that want to propose or re-propose themselves on the USA market. The lounge room tradition is really an old one and well appreciated by the Stars. In the last edition of the SuperBowl, there were important Vips such as Winona Rider, Samuel Jackson, Paris Hilton, Eva Longoria, Paula Abdul, Debra Messing, Jason Lee, Patrick Dempsey, Kate Walsh, Teri Hatcher and more.