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Los Angeles-based placement agency, Vista Group, won the 2012 Award for Overall Product Placement  for  Mercedes-Benz

http://www.brandchannel.com/home/post/2013/02/25/Brandchannel-9th-Brandcameo-Product-Placement-Awards-022513.aspx#continue



Appearing in 29.4% of all box office #1s, or 10 of 34 films, Mercedes-Benz was 2012's most frequently placed brand by Hollywood, bumping Apple from top spot.

The brand's placements, much like the wild rides Hollywood directors often took it on, were all over the map. Think Like a Man and Taken 2 featured prominent placement of new models. (Oddly enough, despite numerous Mercedes vehicles in Taken 2, the logo was blurred out of all promotional clips for the Istanbul-set action film.) Act of Valor plopped in a background Mercedes. The Argo Mercedes was a Tehran-dusty, age-appropriate placement. Then there is 21 Jump Street, whose "greened" vintage Mercedes diesel ran on used cooking oil. Twilight's Cullen patriarch Carlisle drove a black S55 AMG. And only James Bond would drive a Mercedes as an airport rental, as Daniel Craig did in Skyfall. Mercedes made several other big-screen cameos in 2012, such as in Jack Reacher.

While Mercedes has never topped the annual brand count, it has never been far behind. Since 2001, Mercedes has been the fifth most common brand to appear in Hollywood's top films after Ford, Apple, Coca-Cola and Chevrolet. The brand is also getting aggressive about pursuing larger roles. After Taken 2, Mercedes is proving to be the badge for American-badass-in-Europe action with its major roles in the latest Bruce Willis hit, A Good Day to Die Hard. Mercedes reports that its placement in South Korean hit TV drama A Gentleman's Dignity has also generated positive attention for the brand.

Apple (which appeared in 8 of 34 #1 films in 2012, or 23.5%) was just two places behind Mercedesóbut the brand's product placement dominance in Hollywood has waned. In last year's Brandcameo awards (for films released in 2011) Apple appeared in 17 of 40 (42.5%) #1 films. In 2009 it was in 20 of 41, or nearly 50% of the year's top films. Even in a low year, 2010, Apple was still in 30% of #1 films. Between 2001 and 2011, 129 of the 374 #1 films (34.4%) had Apple product placement. In fact, during that period, Apple products appeared in nearly twice as many top films as Sony. But look at 2012 and it's easy to see one reason Apple's placements are down and Sony's are up. The Vow, 21 Jump Street, Amazing Spider-Man, Think Like a Man and Skyfall were all #1 films produced by (you guessed it) Sony's studio, and all featured Sony products with nary an Apple logo or device to be found.

 

 

 

 

 

 

 

 

 
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Last modified: April 11, 2013 
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