The episode happended three years ago and since then it has become a sort of master (an example) for all those that get involve in product placement.

In the video I have connected two different scenes that help to better understand the importance of such a verbal mention. We have to say at first that it is not clear if and how much all it was planned. By sure the follow up has been, if not planned, at least capitalised positively. Here the facts: during a morning talk-show, danny Devito confessed to be a little bit dazed for the “Limocello” drunk the past night with a friend (george Clooney). No less than 7 limoncellis each, he said smiling ! The reactions at his words went on for days, from the gossip to the movie magazines, from the wine and food to the marketing blogs to radio and TV shows. At least until the very lucky producer of that limoncello decided to recruit that actor as his testimonial, a very very reliable testimonial. During a crowdy press conference, organised by the two to make ads as well as to hush up all the comments about the precedent episode, the aim obtained was exactly the contrary they expected: lots of ironic and beyond control videos on youtube (the second part here above).

Four days ago an American colleague to explain in a few words the concept of shameless though winning verbal mention, used the the expression “danny devito’s lemoncello”. At that point I realised how deep it was gone that kind of product placement. It was become a typical American expression.