In 1992, Wayne’s World did a bit where they mock product placement and promotional materials in movies by claiming they would never do such a thing. While they were railing against the practice, promotional material was prominently placed throughout the scenes and even worn by the characters. It was an iconic moment in the classic comedy because in many ways, it was true.
For decades, companies have placed their products in television and movie sets to drop the subtle (and sometimes not-so-subtle) message into the flow of the entertainment. Cars are especially prominent, especially when there’s a high speed chase scene to film. But what about kids’ movies? LEGO and Chevrolet teamed up to make the epic video above that proves you don’t have to be subtle when pitching your vehicles.
Cross-promotional advertisements aren’t new, either, but this one is one of our favorites. It’s literally an options-laden ad without the pretense of working in features into the entertainment. That alone would make it epic, but there’s one more thing to consider. The blatant marketing working against the backdrop of an upcoming movie gives it viral potential for fans of both brands. The whole can be made greater than the sum of the parts.
Rather than working products into movies, perhaps they should follow Lego’s and Chevy’s lead and start working the movie into the product advertisements. It’s more honest and likely more effective.