Eureka and Degree Antiperspirant

What is it? In almost every episode of this Syfy Channel show, Degree Antiperspirant makes its presence known. In most, it's just someone using the product in the line of duty. But in one case, Degree sponsors a consumer products lab, which features prominently in this mock commercial for a new type of Degree antiperspirant.

Does it fit the story? Sure. In this case, it's a story about products, so it makes sense to showcase these products. And a commercial products lab sponsored by a company also fits reality.

Would people buy it? Not sure. It's a fictional product, but watchers of Eureka are probably also antiperspirant buyers. So audience members probably will buy Degree products.

Does it still exist? Well, the fictional product never existed. But the company still exists.

Knight Rider and Ford

What is it? In the revived 2008 Knight Rider series, the semi-sentient car, KITT, is a Ford Mustang. But it is also equipped with the ability to transform into other forms, coincidentally a variety of Ford models. In this clip, which prominently features the Ford logo, KITT transforms from a Mustang into a Ford F-150.

Does it fit the story? Sometimes. It makes sense that a sophisticated future-car would have some transformation abilities. But it's hard to believe that the optimum form for KITT would happen to be another Ford model in every single case.

Would people buy it? Maybe the F-150, but only a precious few are likely to buy the Mustang featured in the show.

Does it still exist? Yes. Most of the models shown are currently available, including KITT's normal form, the Ford Shelby GT500KR Mustang. But the show also acts as a general ad for the Ford motor company, which still exists.

Star Trek and Nokia / Budweiser

What is it? In the latest Star Trek movie, at one point, a stolen car is equipped with a car phone that plays the classic Nokia ring tone. Later, in a bar, a Starfleet cadet orders a "Bud Classic," a future Budweiser product.

Does it fit the story? No. This kind of product placement is supposed to reinforce the connection between the world we are seeing and the real world. But in these cases, I found myself pulled out of the movie, distracted by these products. In an otherwise entirely immersive film, these examples did more to hinder than help.

Would people buy it? Maybe. People will still buy Bud. And Nokia did more Star Trek tie-ins off screen as well, so that might boost sales. That is, if there's no backlash against sloppy product integration.

Does it still exist? Certainly, no one is buying car phones anymore, but integrated dashboard phone interfaces aren't entirely gone. And "Bud Classic" doesn't exist. But both companies are still doing all right.

Transformers and Chevy

What is it? In the first Transformers movie, Michael Bay showed off a variety of GM cars. In the new movie, he's apparently teamed up with Chevy to showcase their newest cars. This commercial is actually edited by Bay to tie in with the movie, since the movie will be the first look at some of Chevy's upcoming offerings.

Does it fit the story? Yes and no. Sure, there have to be cars. It's a Transformers movie. But I suppose the logos don't have to be so prominently displayed.

Would people buy it? Sure. There's some excitement over these models, which might indicate some future sales. Time will tell if the Transformers stigma hurts this at all.

Does it still exist? Yes. The Chevy Volt is an electric car supposed to be essentially getting its debut in this movie. Some of these models come out next year.

Smallville and Stride Gum

What is it? Smallville resident Pete Ross gains super powers from chewing kryptonite infused Stride gum. It's true. He gains stretchy powers from the altered gum, found at a One Republic concert in an abandoned Stride factory.

Does it fit the story? Yes. It's goofy, but not because of the Stride gum. Though apparently the writers of Smallville developed the plot point about gum in conjunction with Stride. Maybe not a perfect fit...

Would people buy it? Sure. Stride gum is a popular gum, and I don't think there's gonna be any real fear of actual Kryptonite-infused gum leaking into the market.

Does it still exist? Yes. Stride gum not only still exists, but it's branching out in its product placement, even sponsoring internet videos.

Wall-E and Mac

What is it? While it might just be an inside joke and not a product placement, Wall-e is filled with little Mac nods, including a post-apocalyptic theater constructed from an iPod and Wall-e making the Mac start up sound when he recharges, as in this clip.

Does it fit the story? Sure. The iPod theater certainly does, since it wouldn't surprise me if a cleanup robot stumbled on a few still-operable iPod video screens. But the Mac sound for Wall-E's start-up makes less sense... We can chalk that one up to inside joke.

Will people buy it? No. This model of iPod video doesn't exist anymore. And people don't buy Macs for the start up sound. It's certainly a nice shout-out, but it's probably not an effective ad.

Does it still exist? Not the iPod video. And Wall-e never really existed as a product. Mac as a company certainly still exists.

The Sarah Connor Chronicles and Dodge

What is it? Parts of this episode of the Sarah Connor Chronicles felt more like a commercial for the Dodge Ram than an episode of a science fiction television show. Montages showcased all of the features of the new Dodge Ram model, and the car helps our heroes on their fight against robot oppression.

Does it fit the story? Not exactly. The car does, but the sequences featuring the car really draw the viewer out of the story.

Will people buy it? Sure. The car does its part in the resistance, and it seems to run well and be well featured in the show. Anyone on the run from robot assassins will be convinced that this is the car for them.

Does it still exist? Yes. But not The Sarah Connor Chronicles. That show's run is over, sadly.

Other great moments include all the amazing product placement throughout the film, and the wonderful salute to consumerism when our heroes arrive in the future Mumbai and discover that ads are now holographic and can lunge down your throat. (It's awesome!) And there's a snake charmer — with a robot snake! Plus the bit where they find a derelict sex bot and repair her, so she becomes their true companion.

And the bit, earlier on, where our hero tries to use the time machine to get some nookie from his girlfriend — who doesn't put out, so he coaxes her into running out into traffic to get him an ice cream. "Hurry up! I'm waiting for my cold kiss!" he yells just before a truck smushes her. Ah, love. [IMDB]

Science fiction helped to invent product placement, with Steven Spielberg's shoehorning of Reese's Pieces into E.T., making them the official candy of penis-fingered growly alien visitors. But that wasn't actually the first instance of product placement in the genre.

What was? It's hard to say, but one of the earliest instances was the overexposure of Sugar Puffs cereal in 1966's Daleks: Invasion Earth 2150 A.D. The movie version of the classic Doctor Who story starred Peter Cushing as the eccentric time-traveler, who visits a ruined future London where the killing-machine Daleks have taken over. There's no food or clean water, and the survivors of the Dalek attacks live in total squalor. But hey... did we mention Sugar Puffs cereal is sugary and delicious? Sugar Puffs helped to finance the movie in exchange for having their posters visible throughout.

Also, 2001: A Space Odyssey features prominent references to, and fake ads for, Pan-Am, IBM and Howard Johnson. But those were simply companies that director Stanley Kubrick thought would still be around in a few decades. As far as I can find out, no money actually changed hands — in fact, Kubrick contacted 50 companies and asked them to submit logos and designs for what their products might look like in 40 years.

Also this nifty bit of Marlboro promo in a Superman II fight scene predates E.T. by a couple of years. Kneel before our cool, refreshing smokes:

But yes, E.T.'s focus on Reese's Pieces may well have been the first high-profile example of product placement in a science fiction movie. The media reported widely that M&Ms had turned down the chance to be in the mega-hit, and Reese's Pieces reaped some extra publicity from all the coverage. The candy's sales spiked 65 percent after the film came out, and kids wrote to Steven Spielberg with fan art that featured Reese's Pieces prominently:

But there's also a lot of exposure for Coca-Cola, Coors beer, Speak'n'Spell and Pez candy, among other brands, in the movie. Here are some more screen shots:

Around the same time, TV's Knight Rider showed us the way forward in science fictional product placement: people will always want to buy the supercars they see featured on screen. (See below for Transformers and the new K.R.) General Motors gave the show's makers models of the new Trans Am, which they decked out as KITT, and people rushed to buy their own KITTs.

But E.T. and Knight Rider were like babies, or maybe monks, compared to the Back To The Future trilogy. Seriously, google "Back To The Future worst product placement" and set aside an hour or two to look at all the lists of the "worst movie product placement of all time" that include the BTTF trilogy. References to Pepsi are jammed into the first two films (like when Marty tries to order a Pepsi Free in 1955), his mom thinks he's named Calvin Klein, and the films ram Nike, Pizza Hut, AT&T, Hasbro and Mattel down your throat. (The DeLorean gets a free pass, because it's actually funny.)

Star Trek IV: The Voyage Home took advantage of its present-day setting to pimp Michelob beer — the official beer of the Federation — and of course, Scotty gets to know an Apple Macintosh better. The Trek franchise liked that product-placement money so much, Kirk and his crew go camping in Levis jeans in Star Trek V. Meanwhile, Apple got sluttier and sluttier, getting some first-class pimping in Mission Impossible and Independence Day — where a Mac notebook is the key to stopping the alien invaders. And then in Blade Trinity, one character goes to the iTunes music store to assemble a playlist for her ipod, which she listens to while fighting vampires. There's also a nice Apple plug in I Am Legend.

Another movie which wins a spot in the product-placement hall of shame is Demolition Man. Sylvester Stallone gets woken up in the future, and finds that Taco Bell/Pizza Hut has won the "franchise wars" and now all restaurants are Pizza Huts:

One of the first television series to be accused of shoving consumer items in your face was Babylon 5, which stuck a gigantic Zima sign over the alien boxing ring in the episode "TKO." Series creator J. Michael Straczynski insisted the show got "not a dime" for the Zima plug, and it was just for the lolz.

Men In Black got a lot of flak for its relentless pushing of the Ray-Ban Predator 2 sunglasses, which tripled in sales to almost $5 million after the film came out. And Men In Black II is another proud moment for product whoring. An alien intruder arrives on Earth and needs to assume a form to confuse us humans. So of course her/its eye lights on a Victoria's Secret ad:

And then there's the famous taxi chase in The Fifth Element, which leads up to the cops getting showered with McDonald's cartons. Good thing they still have Mickey D's in this dystopian future:

One trend in the 2000s has been movies featuring fake advertisements for real products as part of the plot, sort of a throwback to 2001. Who helped pioneer this? None other than Steven "Reese's Pieces" Spielberg, who has Tom Cruise walk through a mall full of personalized ads in Minority Report.

Michael Bay also crams The Island full of fake ads, including a Chanel ad that stars the woman Scarlet Johnasson was cloned from.

I, Robot pushed Converse's Chuck Taylor shoes so much, there's a whole Chuck Taylor web page devoted to the film. (The movie gets four Chucks out of five.) I have blotted this movie out of my memory, but apparently all Will Smith does in it is wave his "antique" Chuck Taylors around and talk about how fast he can run away from the killer robots, thanks to his Chucks. If you saw this movie and liked the shoes, could you buy your own pair? Gosh, I think so!

I could be here all day discussing the wealth of car product placement in recent movies. The Lost World: Jurassic Park features a new kind of Mercedes Benz SUV, and Steven "man-whore" Spielberg lovingly, frames a shot so you can see the Mercedes logo really clearly. That Steven. The Matrix Reloaded is such a great Cadillac ad, with its freeway chase, that the DVD even has a featurette about the product placement. Terminator 3 is brought to you by Lexus and Toyota. I Am Legend is one big ad for the Ford Mustang. Transformers is basically built around promoting GM's latest car models, and the second film is already getting buzz around the new Chevy Volt and Corvette models. The Dark Knight is plastered with Ford. We have a new Knight Rider show, which is basically a Ford Mustang infomercial as the car transforms into different Ford models. Fringe is also chock full of Ford.

Heroes has had product placement for Sprint, Apple, Dell and other brands, but also especially Nissan.

A new growing category of product placement in science fiction, rivaling cars and computers: phones. After all, if you're under attack by aliens, you really need to be able to reach your comrades in a hurry. Hence, Jericho's and Heroes' constant whoring for Sprint, Superman Returns' constant Samsung and Virgin whoring, Cloverfield's Nokia love, etc. etc.

It's pretty amazing. Judging from our research, there's been more product placement, and more blatant product placement, in 2008 than in the past few years combined. We could literally spend an entire post just listing all the product placement this year. And it's getting way more blatant, especially on television. As we mentioned above, Sarah Connor Chronicles set a new high-water mark with its hour-long Dodge Ram commercial last week. Smallville devoted an entire episode last spring to Stride gum, and how it can turn you into a superhero. And then there's Eureka, which has apparently been finding ways to feature Degree For Men in every. single. episode. this season, including the one where Degree provides protection from a lethally hot second sun.

Where will it end? How much lower can we go? In the interests of ironic dystopian amusement, I can hardly wait to find out.

Additional reporting by Katharine Duckett.