Expect more product placement on The L Word
August 13th, 2008
Olivia Cruises, Apple computers, Chevrolet, Curve Magazine, Mini Cooper, Hugo Boss: there’s a lot of product placement on The L Word. And you can expect even more in Season 6.
The L Word creator Ilene Chaiken is to have unprecedented control over ‘brand integration’ in the last season of The L Word and also the spin-off show, reports Advertising Age.
In the USA, The L Word shows on a premium cable TV network that doesn’t have advertisement breaks, making in-show product visibility all the more lucrative.
“They recognize there’s a market out there, but that they don’t understand it,” said Ms. Chaiken of her pay-cable network’s willingness to let her take control. “They’re letting us sell it as if it were a unit.”
$300,000 reportedly buys an ‘integration package’ that can incorporate a brand into existing L Word storylines, or allow the brand to work with the show’s writers to create customized storylines, such as Shane’s underwear modelling for Hugo Boss, or Dana’s appearance on an Olivia Cruise.
Ms. Chaiken is also offering brand integration with Ourchart.com, the social networking site featured heavily in the TV series.
Brand visibility on The L Word could be perfect for Mars, which has recently faced heavy criticism for two Snickers adverts widely regarded as homophobic.
[via Ambienteg]
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