Buzz
The practice of integrating real-world products into films and TV shows has existed for decades. Featuring everyday items in movies adds a layer of authenticity, making the narrative feel more relatable. While some placements are discreet—like a soda can glimpsed in a fridge or cereal on a kitchen table—others are glaringly obvious. Certain instances are so overt that it appears the filmmakers left gaps in the script to auction off to advertisers. Below are my top 10 picks for the most blatant product placements in cinema.
10. Taco Bell in Demolition Man
In one memorable scene, Sandra Bullock’s character informs Sylvester Stallone’s time-traveling cop that Taco Bell emerged victorious in the franchise wars, declaring, 'Now all restaurants are Taco Bells.' The duo then visits an upscale dining establishment devoid of any Mexican cuisine. This moment feels entirely disconnected from the plot, and any restaurant brand could have been substituted. It’s clear Taco Bell secured the spot by outbidding competitors.
9. Apple Computer in Mission: Impossible and Independence Day
During the mid-1990s, Apple Computer (now Apple, Inc.) was in a tough spot, with dwindling sales and a need for positive publicity. In 1996, they strategically placed their computers in two major films. In Mission: Impossible, Tom Cruise’s character relies on a PowerBook to outsmart the villains and redeem himself. Meanwhile, in Independence Day, Jeff Goldblum’s character uses a PowerBook to upload a virus into the alien mothership, saving humanity. Apple even released a commercial tied to Mission: Impossible, further capitalizing on the exposure.
8. Mercedes-Benz in The Lost World: Jurassic Park
The SUVs used by Jeff Goldblum and his team during their exploration of Site B were the latest models from Mercedes-Benz. Steven Spielberg meticulously crafted a shot to highlight the iconic Benz emblem up close. Mercedes-Benz also aired a TV commercial to leverage this prominent placement in the film.
7. Dodge in Twister
Similar to #8, this is another example of vehicle placement. However, Dodge may have inadvertently damaged their own image. While the protagonists drive rundown vehicles, Bill Paxton’s character stands out with his shiny new Dodge Ram. In contrast, the antagonists, led by Carey Elwes, operate black Dodge minivans. One of these vans meets a dramatic end, getting speared by a tornado-driven pole and subsequently obliterated.
6. FedEx in Cast Away
In the DVD commentary, director Robert Zemeckis mentioned that using a real company like FedEx was essential to maintain authenticity in the film. However, for many viewers, including myself, seeing a FedEx box now evokes two vivid memories: the peculiar angel sketch and the heart-wrenching cries of “Wilson! Wiiilllsooonn!”
5. Mello Yello in Days of Thunder
This example highlights a common advertising strategy in NASCAR, where sponsors prominently display their logos on cars and drivers. Yet, after watching Days of Thunder, every sight of a Mello Yello drink reminds me of Tom Cruise and that iconic black car maneuvering through chaotic wreckage.
4. The Miami Dolphins in Ace Ventura: Pet Detective
This example stands out because the National Football League is notoriously strict about the use of its teams or logos in fictional media. Most films featuring professional football teams create fictional ones to avoid legal issues. That’s why it’s particularly surprising to see the Miami Dolphins prominently featured in this movie.
3. Reese’s Pieces in E.T. The Extra-Terrestrial
This film marked a turning point for product placement. While the practice existed before 1981, E.T. The Extra-Terrestrial took it to a whole new level. Who could forget E.T. rasping “Reese’s Pieces” while eagerly following the trail Elliot laid out for him? Interestingly, Spielberg initially wanted to use M&Ms but couldn’t secure the rights. Hershey’s, the makers of Reese’s, seized the opportunity, and the rest is cinematic history.
Contributor: Randy
2. Pepsi in Back to the Future
The cola wars were at their peak in 1985 when Back to the Future first hit theaters. Pepsi, riding high on its success, secured a prominent spot in the film. One memorable scene features Michael J. Fox’s Marty McFly ordering a Pepsi Free, a diet version of the drink, in a 1950s diner. The soda jerk humorously tells him he’ll have to pay for it. In the sequel, set in 2015, Doc Brown instructs Marty to visit Cafe 80s and order a Pepsi, handing him a $50 bill to cover the cost.
1. Subway in Happy Gilmore
Similar to #5, this is a legitimate example of a professional athlete endorsing a product. However, like #10, any brand could have filled this role—Subway simply outbid the competition. This placement is particularly notable because, in later TV broadcasts, the Subway logo on Adam Sandler’s shirt is often blurred out.
