We all love Penneys!

So a few weeks ago TV3’s The apprentice was filming in store. This store is Penneys or to some in Europe it is known as Primark. To those who don’t know what Penneys/Primark is, it is a giant discount clothing retailer that was established in 1969 in Dublin Ireland. I myself work in the very first store. Penneys is not known for their advertising. They don’t need to spend millions on it as they are such a well known retailer. They had a Christmas advert which had the slogan “Penneys do a whole lot of things for Christmas” and they occasionally publish newspaper ads but they do not spend millions on television adverts.

So here’s the part I found interesting. With TV3 filming in store, obviously our bosses want our best standards shown, for all staff to look their best incase we are shown on film. There was a trick to this though. The store I work in was recently renovated and is a modernised Penneys. So the appearance is not what people remember in Ireland, as all the shops did look the same at one point. So the staff have been asked to wear t-shirts that say ” I ❤ Penneys Mary street.” Whether this is on purpose as product placement for the company or whether they just want to show their staff being proud to work in this company I think it is very clever and free advertisement for a specific store of a specific company.

It was safe to say we all felt like idiots wearing the t-shirts.

If you’ve any questions or want to be heard leave us a comment!
Suggestions are always welcome!

Courtney x



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Secret Advertising Presents: The Internship


Secret Advertising_in_Movies_The_Internship

Product Placement has become almost as natural as the adverts on TV and it funds our favorite shows and channels. With blockbusters costing more and more to “block bust” you would expect it to a cost a large amount to fund it, just look at IronMan. But this latest movie featuring Vince Vaughan and Owen Wilson and It’s redundant plot of two old unsuited applicants going out for Internship because they lost their jobs is pushing the boarders of product placement for funding and Full Length Propaganda Film.

The Unlikely pair play top sales men who are so desperate for work and are computer illiterate so they turn to the all mightly google to find new jobs. Watch the trailer below and let us know what you think


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I am IRON MAN… dududu du dudu… IRON MAN 3

Watch out for spoilers! Not really any, but some people just don’t like to know anything.

So Iron Man 3, what can I say? All I did during the film was watch out for product placement. This is mainly due to the fact my eyes were glued to the screen watching Robert Downy Jnr do his thing and obviously he was around for nearly all the product placement. So it was a win-win for me. With my fellow blogger Presch we listed all the brand integration done by companies in Iron Man 3. Here they are..




Honestly if Audi wasn’t in Iron Man would it really be Iron Man?? If anything Audi is just comparing their car ranges to Iron Man saying that they are all technically adept, smart, sleek, sexy, built for wear, well-controlled with precision engineering, and of course shiny. They may as well of just made an advert saying

“its automatic.. Systematic.. wwhhhhhyyyy its Audi S5.”

Obviously there is a clear reason why Audi is in the third IronMan.

When Tony Stark is without his suit he relies on his Audi, this being that it is the choice of a billionaire genius superhero whose smart and successful. The movie is just reinforcing everything Audi wants you to think about there products.


Oracle & Sun

Now, I don’t know much about this brand, I can’t say it has appeared in my life other than in IronMan. They used this as a great platform in showing that a technical genius uses their servers and systems. In the film he uses the Oracle cloud to upload store information and relies on it. Therefore, showing that someone so intelligent and so well known for his abilities in the technological world uses this brand.

The business themselves are very supportive they even have part of there website showing support and advertising for Iron Man 3 with the trailer


Dora the Explorer

In the film we see a piece of Dora merchandise appear. Random is I guess it’s a great way for them to say “hey look we do other products other than the TV. show.” I get the feeling that it was purposely put in the film as they could of used any generic little girls watch but instead they used Dora and it was shown repeatedly.Secret_advertising_product_placement_in_movies_iron_man_3__dora_the_explorer_limited_edition_watch

There are also a few more things that are mentioned more than once in the film but are quite blatant. Downton Abbey PBS is mentioned straight out by Tony Stark so this has just advertised a programme to millions in the audience. How to grow your ratings eh? There’s also a quick look at a fertiliser in the movie, I won’t mention names but ill let this one become a game.

can you spot the 30 seconds of this brands product placement within Iron Man 3.

Oh and how could I forget


Once again Budweiser has made its way on to our big screens to advertise their wonderful brand. From the simple “bud light” sign in and outside the bar to the actors actually holding the can or bottle themselves they always seem to invest in the films. Ah Budweiser it’s not a film of the 21st century without you. If you’ve seen the film you may have noticed it yourself, if you haven’t seen the film, you’ll definitely notice it now. You cannot miss it! Seriously though Budweiser are great at product placement and use the biggest and best movies and televisions shows and Iron Man is definitely one of these bests. Well done Budweiser.


Tell us what you think, or tell us if you’ve noticed anything in this film!

Also don’t forget to tell me what the fertiliser brand is! It is real by the way!

Courtney xx

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Product Placement/Brand Placement/ Brand Integration

Think about what we do when an ad comes on telly, you skip past it, watching online – adblocker. We don’t need to look at ads any more, so you’d think, but product placement or as they like to call it now “brand Integration” is the future of advertising. The industry itself is thriving and brand integration is now a billion dollar industry on its own. Although the concept dates back to Marx Brothers days, the industry is growing as never before. Traditional advertising, such as slots prior to a film, are considered less targeted and by their direct nature, less likely to persuade an audience to purchase the product. It’s actually us as advertisers that are trying to get rid of the term product placement, we’re trying to move it to brand integration, which if you think about it, makes the product more important and seem more central to the film. Chantal Rickards, head of programming and branded content at advertising agency MEC points to why the rise in brand integration. “When people are enjoying themselves, they are much more receptive to commercial advertising, provided that doesn’t interrupt the flow of the entertainment.” Stacy Jones, CEO of the entertainment marketing agency adds that product placement could positively affect a brand’s search engine marketing if the brand develops a program promoting its integration, such as through banner ads, digital ads, and key search terms. So basically with movies like James Bond, Transformers Spiderman and for products like Coca Cola, Apple or Nike, integrating a product or brand now seems like the new avenue forward. As Fergus said earlier, think of the Simpsons, where Mr Burns turns straight to the camera and tells people how Rupert Murdoch, head  of Fox, is a “beautiful man” not a movie, but still classic.




Spiderman Special!

spiderman1 Product placement Secret Advertising

spiderman1 Product placement Secret Advertising

Whether He’s being amazing or if we’re just talking about plain old Spiderman. A Recap of the older films and the reboot has revealed a larger amount of product placement to be found than you’d think. Above you see the Green Goblin in Time Square with various Advertisements dotted about the place

spiderman1 Product placement Secret Advertising Carlsberg

spiderman1 Product placement Secret Advertising Carlsberg

This is from the the Orginal Spiderman Movie with Tobey Maguire, I’m slightly shocked that they tried advertising beer in a kids film but slightly more shocked that their wasnt more religious Nuts Freaking out about it.

spiderman Product placement Secret Advertising doctor Pepper 2

spiderman Product placement Secret Advertising doctor Pepper 2

Even though I had watch this film more times
than i should it wasnt untill recently i noticed that the famous webshooting room was the Perfect catch for them to try and sell some Doctor Pepper

spiderman Product placement Secret Advertising doctor Pepper

spiderman Product placement Secret Advertising doctor Pepper

Doctor Pepper must have bought into the orginal trilogy since they can be seen again here in the third film when Peter’s getting fired for always being late.

spiderman Product placement Secret Advertising Bing

spiderman Product placement Secret Advertising B

And Lastly there is nothing amazing about this horrendous use of Bing in the Recent reboot of this comic book favourite. If you wanted to make a blatant, they succeeded.




Reverse product placement? whats that?

If you are a frequent reader of our little blog here then i am sure you are well versed in the art of product placement! But what exactly is reverse product placement? Reverse product placement occurs when a company starts creating products in real life to match those seen in a fictional setting.This has happened in movies and TV series alike. The way it works is that a fictional product created for a movie or television series gains such popularity, that a company sees an opening to exploit this product and make it in real life. there a few obvious and not so obvious examples today. One of the most famous examples of reverse product placement comes from the much loved movie Forrest Gump, in the film Forrest and his friend bubba dream of setting up a shrimp company together and wouldn’t you know someone saw this as an opportunity
to set up a chain of restaurants and name them after the lovable duos dream, here you can see one of their viral ads


Another example of this phenomenon is from the movie ”Drive” Ryan gosling plays a super cool yet misunderstood driver who by day is a stunt man but by night is a getaway driver for hire! in this movie Gosling sports a super cool scorpion jacket, this movie recieved such a cult following that a clothing company decided to replicate the jacket and sell it online, heres where you can actually buy it http://www.shop-steady.com/Drive-Mens-Replica-Racer-Jacket-p/drive001.htm”>”Goslings Jacket”. As a movie by itself i highly recomend giving it a watch!

But this reverse product placement has worked in telivision as well, examples include the much loved television series the office (the american version), the creators of the show struck a deal with office supplies company staples to sell Dunder-mifflin branded paper! Last but definitely not least is one of my favorites from the Simpsons. Homers beer of choice ”Duff” has become a real beer that you can purchase in selected off-licences, and yes i have tried and its not bad, it has more of a novelty quality to it but hey its drinkable! so next time you see a product in a movie or tv series you like, keep an eye out it might just be on your shelves!

Fergus Finlay O’ Donnell

Wayne’s World



Ah Wayne’s World, This post was my secret reason to stay in last friday, that and i was broke. but more importantly Wayne’s World features probably the first scenes to poke fun at Product Placement.



When Wayne and Garth are told they’ll need to start incorporating Product Placement in to their show by their producer. They retort in the Best way two real life Saturday Night Live writers could, by devoting an enitire speech to how wrong and curropting Product placement is while enjoying some very large worldwide Brands



Even to go to the extent of using the Brands tagline such as Nuprin which is a brand of Pain killer much like Nurofen






Why use product placement in the first place????



It’s assumed movies use product placement for companies to promote their product, but it’s a two way street. A simple example is the transformers trilogy. Its generally seen as the movie with the largest amount of product placement in history, the video i put up shows relentless product placement. Instead of the companies going to the studios asking can they advertise within their movie, it was the other way round,with director Michael Bay actually promising to direct 5 commercials for General Motors if they allowed the use of cars that were not even released. It also helps production companies keep their costs down. In regards to the Studios and Production Companies, it offsets production costs. Products and / or services are provided free of charge to the Studios and Production Companies. The Departments of props, set decorations, wardrobe and transportation can save a sizeable amount of money by using product placement.Placement agencies. If there were no placement agencies, these departments would be forced to buy or rent these items. Therefore we see the reason behind product placement.


Toy Story

 toy story 3 product placement in movies secret advertising

toy story 3 product placement in movies secret advertising

Although it may seem we only point Product Placement in a Negative way, but It’s not always bad as people may make it out to be. for Example the much loved trilogy of a group of loved toys in their Adventures trying to find/or return their owner Andy.

Although it’s with such Wit and Intelligence that not only do we forget that their Hanging out with Barbies, Mr and Mrs Potato Heads  and Toy Soldiers. But if it encourages children to play with toys that benefits their mental development and imagination, Well i think we can let it slide for these guys!