Entourage, MTV, and the L.A. Lifestyle
Most influencing medium: Television. Demo most able to be influenced: Teens.
So why are so many ad professionals ripping their hair out over this generation? With so much hype in internet advertising, many companies may be missing out on the real deal. Sure, teens these days may be more educated when it comes to traditional advertising and commercials, but they aren’t smarter than us. They may not buy in to your classic, Ogilvy print ad anymore. A plain commercial on MTV may not bring you the ROI you want. But there is still one method of convincing these individuals that your product is perfect for them.
MTV has become so successful among teens for one reason. The station has aligned its programming, images, and storylines with those that this demo truly desires. This demo can directly relate with these programs because many of them portray the ideal lifestyle among this age group.
The hit show Entourage has done the same thing among a slightly older crowd. Vincent Chase lives a life of sex, fortune and fame with a sleek sense of style that every 18 - 30+ year old desires. It is amazing just how much product placement is in each episode of Entourage. Everything from cars, clothes and jewelry can be found from scene to scene in the show. Basically, the show ‘teaches’ viewers how to live the ‘good life’ and what it takes to gain and maintain that high social status that seemingly only exists in Los Angeles.
It seems that product placement is still one of the best forms of advertising - when done correctly. PP really works well on Entourage and MTV. Most advertisers on these programs incorporate products that fit into the lifestyle that the shows promote. In Entourage, you don’t see a Nike store along the street. Instead, one of the characters debates classic Nike shoes that are “hip and cool” with another character. Entourage has done a fine job of using PP to enhance the show. Products advertised in Entourage are all part of the stereotypical L.A. lifestyle. By bringing these products in and using them to define the show’s characters, the advertising not only generates some income for the show, but also spices it up. Without this PP, the show would probably die. It’s the luxury cars, designer clothes, and expensive toys that make Vincent Chase so cool and popular among the audience. While many people complain about PP, I applaud Entourage for using it, and using it well.
MTV also has its fair share of product placement - which is to be expected being that it is the premier television concourse for teens. Everyone from Apple to Hummer can be found on screen. MTV’s music videos are bursting with PP. Fancy cars, sunglasses, and (sometimes ridiculous) jewelry get more air time than most of the actual artists do. The problem with this PP is the fact that MTV isn’t receiving the benefits or the actual advertising dollars. Since the products are featured in music videos, the artists are collecting the benefits. MTV only receives payment for PP in its shows - which is a mere fraction of the PP that can be found in these music videos. Nonetheless, the advertisers are still getting great exposure.
These two examples illustrate the power of product placement, and how important it is to find the proper media niche for your particular product. If your product is something that can really enhance a show or program, then your PP campaign will have a lot of potential. I promise from now on you will never watch Entourage the same again.
