The most required category is comedy without any doubt. Easy plot, brilliant situations and, generally, great locations are the ideal conditions to underline the importance of brands and products. The Teen Movie even are quite required as its public is very attentive to details and identifies himself more frequently with the characters: in this case the Placement works very well. Action and disaster movies follow: products like cars and motorcycles, technological accessories and some sport brands present an ideal profile though more of niche. Quite seldom you can find good product placement or brand integration in spy stories or thriller movies. The bad character can never be a good subject for product placement, to couple with him can be considered a dangerous and losing strategy …maybe once was like this (I have doubts) but nowadays things seem to change. Even Barry Janoff, the clever editor of NYSportjournalism.com (sport marketing and nothing else), has perceived this change. In this case the “bad characters” are the lots of players, genial but with difficult behaviours, that populate the basket, baseball, football and tennis fields. The difference is that once McEnroe or Eve Barkely could lose in credibility and sponsor if they behaved in a bad way, while now they can get rich in popularity, sponsorships and public approval. An example can be the Swimming Olympic Champion Phelbs caught in the act of smoking, that lost a sponsor (Kellogg) to find another one (the underwater H20 mobile), or the undisputed basketball champion Kobe Bryant, always more present in the crime news than in the sports news and very popular among fashion, car, jewels brands….

At last, the choice of a “bad character” can represent a new strategy with great results in terms of visibility and product reception. It’s the case of the sports car Spyker, that in the new series of Supercar, at the second season in the USA, has been adopted as Kit antagonist (the Supercar, that in this edition is a Ford Mustang). Here above I allege the thanking letter that the Vice-President has sent to us and that clarifies better than any other explanation, the reasons of such a courageous though intelligent choice that could be imitated by other Companies:

“After much anticipation, the Knight Rider has been reborn. After viewing the first episode, however, it was almost difficult to determine which car as the star; the Ford Mustang as the new “Kit” car of the Spyker C8 Spyder. The placement you were instrumental in securing was awesome with a hot female “bad guy” driving it which made the placement as sexy as can be.

I want to thank you for being tenacious and tirelessly pursue this and other placement opportunities.

Thank you for your efforts which are greatly appreciated.”