It’s subtle (sometimes), but advertisers are finding new ways to get their products on television and actually have people pay attention.
Sure, we’ve all noticed the strategically placed Coke can in the hand of a sitcom actor. Or the Nikes propped up on the coffee table. Or James Bond’s watch. His car. His computer (James Bond is kind of a brand whore. Don’t tell anyone).
But recently I saw a good example of product placement I wanted to bring up.
Are you a fan of “My Name is Earl?” If not, let me get you up to speed. There are a group of unlikely characters, the majority of whom have redneck tendencies. There’s a plot, and it’s good, but it’s not relevant. What is relevant is how Joy, the epitome of trailer trash (yet still you love her) sees a Kay Jewelers commercial with Jayne Seymour. Joy has to have the Open Heart Necklace Jane is hawking. She begins to hallucinate and see Jane talking to her in her bathroom mirror.
Long story short, Joy does everything she can to get that necklace, and her husband, Darnell, finally gives it to her.
Why am I writing this?
- I fast forward through commercials. I never would have paid attention to a Kay Jewelers commercial.
- It’s a neat product, and I’m more interested as a result of seeing it in one of my favorite shows.
- Jane Seymour makes fun of herself (going from actor to artist to jewelry hawker).
- Kay Jewelers is thinking creatively.
What about you? Have you seen any noteworthy product placements on tv? Tell us about them!
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Susan Payton is the Marketing Eggspert, and owner of 
Stupid shortsighted gimmick. As a husband, I am always a potential jewelery buyer; but now that Kay Jewelers has rudely intruded into the plot of my entertainment, it will be a cold day in hell before I purchase anything from them. Unfortunately, I had previously had a positive opinion of them.
Good job, marketing clowns.
I just caught this episode of “My Name is Earl” tonight 12.19.08. I work in marketing and this episode of Earl has left a completely sour taste in my mouth as a fan of the show.
The theme of the episode tied in with the product so much that I felt like the writers put together the entire episode for Kay Jewelers messaging. Should have called it, “My Name is Kay”.
This is definitely NOT an episode I would want to see on the Season 4 DVD.
So I guess from a Marketing standpoint it worked well (made me take notice and go straight to the web to hate on it), but from an entertainment standpoint I think they have alienated fans.
It would have been more interesting to place product with Jane Seymour’s character in Wedding Crashers… say Kitty Cat!
It looks like they should focus more online >> Kay Jewelers Brand Marketing Evaluation