About a month ago, I gave news about a great “made in Italy” product placement in a very important Warner Bros production (“The Book of Eli”). A great Italian motorcycle, handmade, wonderful, iper-technological and powerful, has become the icon of the movie. Its first set images have got out and I have found one. This is not a very easy thing as usually the material around the movie is quite secret. But in this case, together with the picture, the director of the movie has sent a message of esteem to Ascanio Rodorigo, the dues ex machine of Vyrus, the President of the Company that builds up such wonderful creatures. In particular the motorcycle used in the movie is called Razzetto (being handmade, most of the Vyrus have a proper name) and has being sent from Florida to New Mexico specially for the shooting. The enthusiasm among the cast and the production equipe, provoked by its presence, has raised up the quotation of the Italian brand among those longed for the exclusive golden world of Hollywood. Someone can think this is just an indirect consequence of a product placement activity, on the contrary this is a direct effect of a well-planned strategy, a result which is quite difficult to reach through other marketing actions.

p.latini@oratorio.biz