Ford Drives Away with Brandcameo Award for Product Placement in Film
Added: (Mon Feb 27 2006)
Pressbox (Press Release) -
NEW YORK, February 27, 2006 - What do “King Kong,” “Mr. and Mrs. Smith,” “Chicken Little,” “Saw II” and “Wedding Crashers” have in common? Product placement.
Brandchannel tracks brands appearing in top films, as well as those in numerous other independent, mainstream and foreign language productions. A cross-referenced database contains the brands that appeared in 195 films since 2001; annual recognition is awarded to notable placements. Our second annual Brandcameo Awards include:
Brandcameo 2005 Award for Overall Product Placement: Ford
Appearing in almost 50% of all Number One films in 2005, such as “The Ring 2” and “War of the Worlds,” Ford garners the top prize. Appearing in typically brand-lean horror films such as “Boogeyman,” “The Fog,” and “Saw II,” the automaker drove ahead of Coca-Cola, which is in second place, and Apple, which is in third place.
Pepsi, last year's winner in this category, dropped to seventh place, where it joins fellow beverage brand Johnnie Walker.
Brandcameo 2005 Lifetime Achievement Award for Product Placement: Gatorade
Gatorade weaves itself so tightly into the athletic landscape, its placement in films is necessary to achieve cinematic realism. This brand appeared on screen in 1974’s prison football film “The Longest Yard” and 2005’s remake by the same name.
Brandcameo 2005 Award for Achievement by an Oscar-Nominated Film: “March of the Penguins”
Best Documentary Oscar nominee “March of the Penguins” reversed 2004’s trend of documentary anti-placements, such as Halliburton in “Fahrenheit 9/11” and McDonald’s in “Super Size Me.” Increasing attendance at penguin exhibits by record numbers, this international box office hit showed how a film’s popularity translates into strong off-screen appeal of a featured “product” (penguins, in this case).
Other 2005 award winners include “The Island,” “Because of Winn-Dixie,” “Brice de Nice,” Audi, eBay and Calvin Klein. For more information about 2005’s winners and product placement trends, visit www.brandchannel.com.
About brandchannel’s Brandcameo Awards
The world’s leading online magazine about branding, brandchannel presents Brandcameo Awards annually to the brands that literally made their mark on the big screen and the films that gave them the opportunity to shine. The Brandcameo Award for Overall Product Placement is awarded to the brand that makes the most discernable appearances in Number One films at the US box office that year. In 2005, brandchannel’s trackers logged placements by 737 brands from 41 Number One films, for an average of 18 brands per Number One film.
About brandchannel (www.brandchannel.com)
Launched in 2001, brandchannel is an award-winning online magazine dedicated to covering global perspectives of branding. Its wide array of free resources includes original articles and analysis, industry expert white papers, book reviews, career profiles, a directory of branding professionals, and listings for conferences and jobs. With over 79,000 subscribers and thousands more readers, brandchannel is an editorially independent endeavor of Interbrand.