“I Love Lucy” (1951-1957), is an early example, where the show’s characters would casually reference or use real-life products, such as Coca-Cola, in their everyday lives. In the digital modern age, brands are increasingly relying on product placement in TV and films to reach a more engaged audience.
Product placement when done well feels organic, even adding to the realism and relatability of the show. A well-executed product placement should feel natural within the story and should align with a character’s personality and the world they inhabit. This can be seen in Stranger Things, where characters can be seen eating “Eggos”, which fits with the show’s 1980s setting.
The brand becomes a part of the world, enhancing the nostalgia without feeling forced. Sometimes product placement can even contribute to character development. For example, using product placement of a luxury car may deepens audience’s understanding of a character, rather than just serve as an advertising vehicle.
However, not all product placements are so organically done and can be viewed as just another cash grab. When a product is shoved into a scene in a way that feels unnatural and awkward, for example, when a character pauses an action to make an exaggerated point about how much they love a particular product, it can break the immersion and come off as a blatant sales pitch.
When a product is shoved into a scene in a way that feels unnatural and awkward.
An example of a failed product placement is in "The Walking Dead" with its product placement of “New Coke”, a limited-edition rebranded Coca-Cola from the 1980s. In the show’s survivalist and bleak setting, this felt forced and out of place and broke the immersion of the dystopian world.
Ultimately, product placement on TV doesn’t have to be a "cash grab." When done thoughtfully, it can enhance a show’s authenticity, contribute to character development, and feel like a natural part of the world-building process. But when done poorly, it risks coming off as a commercial disguised as entertainment.