The advertising world seems to have almost entirely migrated from using traditional terminology, like “ad campaign,” to a new phrase, “telling the brand’s story.” Whether or not this actually marks a difference in the methods used to do their job, it does feel like a better way to market marketing. Telling a brand’s story could be the difference between, say, describing the chemical composure of a cleaning product (now with Stain Buster Technology!), to depicting the real world application of how the cleaning product worked as the partner of a homemaker to provide him or her with more free time for family stuff.
Brands seeking product placement companies may not have a conscious awareness of their desire to have the band story told, but it is exactly what they are most pleased to receive when on screen exposures are delivered. So, what does telling the brand’s story mean in the context of integrated brand placements?
It means fitting the desired story of the brand into scenarios that reinforce it. For example, the recent Pixl film, Diagnosis Delicious, features a scene where two women are spooning a comfort food snack of ice cream straight from the container. This mirrors a scene in the feature film The Hollars, where John Krasinksi and Margo Martindale indulge in the same therapy.
HERO client Turkey Hill Ice Cream enjoys an image of wholesomeness and family. The idea that their product can replace, say, booze, as a way to even out a rough moment, reinforces the wholesome story the brand presents.
Product placement in movies and TV can do the same job as a well-produced commercial in this regard. While the commercial or print spot obviously provides more complete brand storytelling control, a brand placement within a proper scenario can perform the same task, but the organic nature of the brand’s appearance provides an even more credible chapter for the story.