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Product Placement (PPL) Captivates Fans' Hearts

Product Placement, commonly referred to as PPL, is an indirect form of advertising that encompasses a variety of styles today. The purpose of this article is to introduce the trend of PPL. Since its inception, PPL has undergone significant development, enhancing our viewing experiences. Instead of directly conveying messages like "Our product is fantastic" through advertisements, PPL subtly integrates products and brands into third-party content and media, naturally becoming a prominent advertising technique today. Interestingly, the use of indirect advertisement through visual media aligns with the history of cinema.

©CJ ENM

Product Placement (PPL) Captivates Fans' Hearts

Lumière's PPL

"Believe me, if you jam advertising down their throats and pack their eyes and ears with it, you will build up a resentment that will in time damn your business."
--A quote by Carl Laemmle, quoted from the Variety March, 1931, issue

"La publicité est dans le film (Communications Books)" elaborates on the history of PPL and its evolutionary path. The opening page features Carl Laemmle, CEO of Universal Studios, describing movies as a sordid business and discussing their relationship with the advertisers to another producer. According to Jean-Marc Lehu, the author of this book, the PPL emerged shortly after the Lumière Brothers invented the Cinematograph for movie production.

Image: Lumière Brothers, Parade of the 8th Battalion, 1896 - The film features PPL for the first time.

In 1895, the Lumière Brothers screened "The Arrival of a Train," marking the first film ever created in history. By cultivating and training camera operators, they began filming movies and showcasing them globally. Some individuals regarded the evolution of film itself as a novel advertising medium. It's no surprise that the Lumière Brothers' 1896 production, "Défilé du 8e bataillon" (Parade of the 8th Battalion), prominently displayed an advertising board for Lever Brothers' Sunlight soap. During that era, despite the absence of a formal concept of indirect advertising, this film is recognized as the world's first instance of PPL. Later, the Lumière Brothers even captured scenes of housewives genuinely using Sunlight soap for washing, incorporating them into their movies.

The roots of Product Placement can be traced back to the notion of strategically positioning products. Instead of showing the products, the brands can be visible. The aforementioned case of the first PPL serves as an example of brand exposure. With that said, PPL can be understood as a specific product or brand becoming integrated into the storyline of a film or drama. Its application also extends to various forms of content, including songs and novels. Within the realm of visual art and entertainment, PPL is frequently known as Branded Entertainment. Naturally, the purpose of PPL is to enhance the brand image and promote/advertise products.

Hankook & Company – The Oldsmobile advertisement featured in the 1937 issue of Life magazine exemplifies how such ads, initially designed to directly highlight a company's product superiority, evolved into PPL, seamlessly integrating into various other forms of content.
The Oldsmobile advertisement featured in the 1937 issue of Life magazine exemplifies how such ads, initially designed to directly highlight a company's product superiority, evolved into PPL, seamlessly integrating into various other forms of content.

Advertising can be defined as "a deliberate activity aimed at spreading information about goods and services to consumers through diverse media channels, driven by the goal of generating profit." Since Johannes Gutenberg's invention of letterpress printing in the 1440s, 16th-century Europe witnessed significant growth in publishing, and by the 17th century, the concept of advertisement emerged. For instance, in the Mercurius Politicus, a Newsbook published in 1650s England, there existed a page dedicated to advertisements for newly printed and published books.

The 18th century witnessed the development of print media, including magazines and newspapers, alongside the growth of advertising. British writer Samuel Johnson lamented, remarking, "Advertisements are now so numerous that they are very negligently perused," in his follow-up essay "The Idler," published in 1758. The matured relationship between media and advertisement during the printing era naturally paved the way for the expansion of advertising media with the emergence of new media forms, including movies (including ads screened in movie theaters), radios, TV, and the internet.

Hankook & Company – A cooking YouTuber is seen filming: Kitchenware, such as ovens and blenders, as well as food products like flour and oil, are prominently displayed during the filming process. This can be considered as Product Placement (PPL). (Note that this photo is staged for illustrative purposes.)
A cooking YouTuber is seen filming: Kitchenware, such as ovens and blenders, as well as food products like flour and oil, are prominently displayed during the filming process. This can be considered as Product Placement (PPL). (Note that this photo is staged for illustrative purposes.)

Just as the early movies of the Lumiere Brothers featured PPL, the 20th century witnessed the normalization of indirect advertising that incorporated products and brands seamlessly within entertainment media. This could be attributed to Carl Laemmle's earlier advice, which contributed to a limited number of PPL instances in movies during a certain period. However, as the 20th century progressed and content consumption environments evolved, PPL gradually solidified its position as a lucrative source of profit for the media industry and a key corporate marketing strategy. Notably, following amendments to the Broadcasting Act in 2010 that addressed regulations on indirect advertising, the development of PPL within Korean broadcasting became even more intriguing. (Of course, indirect forms of advertising existed before the legislation. PPL occurred to a certain extent within the boundaries of broadcasters' self-regulation in the form of sponsorship.)

In the realm of visual content, PPL can be broadly categorized into two groups based on exposure type: 1) On-set Placement, where products or brands take center stage in staged scenes, playing an integral role within the video. 2) Creative Placement, which focuses on relatively brief exposures of products or brands, allowing them to naturally blend into the screen. Let's explore some examples of indirect advertising within visual content, commonly referred to as PPL. Both movies and broadcasts offer intriguing insights.

Leading the Way in PPL within Visual Media

Hankook & Company – BMW has been closely associated with the Mission Impossible sequels since 2011. In his previous work, Mission Impossible: Fallout, Tom Cruise is captured driving a 1986 BMW 5 Series.
BMW has been closely associated with the Mission Impossible sequels since 2011. In his previous work, Mission Impossible: Fallout, Tom Cruise is captured driving a 1986 BMW 5 Series.

In the most recent installment, Mission Impossible: Dead Reckoning Part 1, a wide array of BMW vehicles takes the spotlight. Not limited to sedans and SUVs, motorcycles also make appearances, each featuring close-up shots of BMW logos and participating in suspenseful chase scenes. The seventh installment of Mission Impossible garnered a staggering 4 million viewers in Korea within a month of its release, generating a revenue of 500 million dollars worldwide. The presence of BMW in the film serves as a quintessential on-set placement, organically showcasing the brand and products to a large audience.

Luxury powerhouse Chanel crafted pink attire, handbags, and necklaces for the film Barbie, which achieved immense popularity this year. Even Barbie's partner, Ken, donned a Chanel ski suit in the movie. Notably, the entire film Barbie is a prime example of PPL. This is hardly surprising considering the movie centers around Barbie, a beloved doll brand among young girls, integrating its world and brand into the film's narrative. The clothing and accessories featured in the movie mirror those worn by Barbie dolls manufactured by Mattel, effectively bridging the realms of fantasy, film, and reality.

In the movie "The Moon," which delves into a Korean lunar exploration project, the lunar rover is outfitted with Hankook Tire's specialized tires for lunar terrain.

Released in August of last year, "The Moon" is a Korean Sci-Fi film that unveils stories set on our moon in the near future. The plot revolves around a mission to rescue an explorer crew stranded on the Moon due to an accident. A scene featuring the protagonist traversing the lunar landscape prominently displays the HANKOOK logo from Hankook Tire & Technology on the rover's tires. Given that the protagonist portrays a Korean explorer, the HANKOOK logo, symbolizing Korea, naturally invokes an intriguing effect on the audience.

Hyundai Motor Company has collaborated on multiple occasions with the popular Marble Hero film series. In this year's release, Spiderman: Across the Universe, an array of mobility solutions takes center stage, including the Flying Prophecy, PBV (Purpose Built Vehicle), and AAM (Advanced Air Mobility). Particularly noteworthy is the Flying Prophecy, an aviation adaptation of the Prophecy concept car, which served as the basis for Hyundai's Ioniq 6 design. Hyundai Motor's involvement extends beyond mere PPL, encompassing spin-off endeavors.

Hankook & Company – A spin-off animation unveiled as TV commercial by Hyundai Motor Company, right before the release of Spiderman: Across the Spider-Verse
A spin-off animation unveiled as TV commercial by Hyundai Motor Company, right before the release of Spiderman: Across the Spider-Verse

Prior to the release of the film, Hyundai Motor presented a planned exhibition themed around Spiderman, utilizing Sony Pictures' intellectual property rights. The company also introduced an animated commercial featuring Spiderman synchronizing with the melody emitted by the Ioniq 6. In 2021, Hyundai commissioned the production of separate spin-off advertisements for Marvel, showcasing MCU (Marvel Cinematic Universe) characters like Loki, Wanda, Falcon, and Tucson. The commercial was broadcasted in the United States via TV, streaming platforms, and social media. These spin-off ads were designed to be interconnected with the Marvel drama series aired on Disney Plus at the time.

Today, production of dramas also relies on PPL. With production costs escalating to meet audience expectations, a portion of the expenses can be covered and offset by revenue from indirect advertising. The Netflix series Emily in Paris, a modern fashion drama reminiscent of its predecessors, such as Sex and the City and Gossip Girl, prominently integrates a multitude of beloved brands among Generation Z viewers. These encompass not only luxurious fashion brands but also everyday items like Samsung Galaxy Z Flip smartphones and Piper-Heidsieck champagne. Of particular note is a scene where the protagonist dons a purple dress in the Provence region, effectively showcasing a purple McLaren sports car as part of PPL on the show.

Hankook & Company
Hankook & Company – Hankook Technoring made an appearance in the first episode of the tvN drama 'See You in My 19th Life.'
Hankook Technoring made an appearance in the first episode of the tvN drama "See You in My 19th Life."

At times, Product Placement (PPL) takes the form of providing a setting for the plot, essentially becoming the stage where the story unfolds. The main character of the tvN drama "See you in My 19th Life," which aired this year and is based on a webtoon of the same name, is depicted as an individual who previously worked for a car company. The setting in the drama, where the main character performs vehicle tests at the fictional automobile company "MI Movity," is actually Hankook Tire's state-of-the-art testing facility known as Proving Ground, Hankook Technoring.

Beyond conventional video content such as movies and dramas, contemporary entertainment and informative programs also embrace indirect advertising through the means of production support. As an illustration, Hankook Tire took part in the 2021 MBC employee Vlog entertainment show titled "My Working Vlog." In this program, tire designers engaged in research related to future mobility, conducted meetings, and candidly documented their work processes. In the previous year, Hankook Tire also extended its support to the creation of "GEAR GODS," a variety show broadcast on the Discovery Channel. This show presents practical automotive information in an engaging and entertaining manner.

Discovery Channel's groundbreaking concept for a used car restoration variety show, "Gear God of Used Cars"
Hankook & Company – NewJeans' Hanni, who attended the Gucci 2024 Cruise Fashion Show held at Seoul's Gyeongbokgung Palace last May.

NewJeans' Hanni, who attended the Gucci 2024 Cruise Fashion Show held at Seoul's Gyeongbokgung Palace last May.

The Star Marketing

Presently, the trend involves enlisting K-pop stars in the sphere of sponsor content for indirect advertising. With Generation Z's global prominence, they wield considerable influence across different media platforms, spanning print, broadcast, and online. For instance, Generation Z idols like NewJeans and IVE serve as advertising models and ambassadors for esteemed international fashion brands. Minji of NewJeans is associated with Chanel, Hanni from NewJeans with Gucci, Jang Won-young of IVE is associated with Miu Miu, and Ahn Yu-jin of IVE is a Fendi model. Given Generation Z's inclination to buy luxury brands online, their stage attires and everyday fashion generate substantial attention, sometimes even resulting in products being sold out.

In recent times, during Samsung Electronics' "Galaxy Unpack 2023" event in Seoul, IVE's Jang Won-young, Suga from BTS, and Jeong-yeon from TWICE graced the occasion, harnessing the power of K-pop star marketing. Of particular note, Jang Won-young shared a selfie taken alongside American actress Sydney Sweeney using the Galaxy Z Flip 5's Flex Window (cover screen), and this occurrence gained global exposure through social media and news outlets.

Hankook & Company – Jang Won-young from IVE was recently appointed as the ambassador for Maison Fred. In May, she adorned Fred's jewelry at a pop-up store in Shinsegae Department Store.
Jang Won-young from IVE was recently appointed as the ambassador for Maison Fred. In May, she adorned Fred's jewelry at a pop-up store in Shinsegae Department Store.

Apple has also initiated the "Shot on iPhone" campaign in the Korean market, spotlighting camera capabilities by producing music videos and short films featuring K-Pop stars. The music video for NewJeans' new song "ETA" was filmed with the iPhone 14 Pro Max, with the iPhone itself making an appearance in the video. In a recent performance on the SBS show program "Inkigayo," NewJeans took out their iPhones and captured pictures of each other during their performance.

This incident brought to mind the episode of host Ellen DeGeneres taking a selfie with her Galaxy smartphone at the 2014 Academy Awards. During the live broadcast on ABC, she spontaneously ventured into the audience and tweeted a picture she snapped with actors such as Bradley Cooper, Jennifer Lawrence, and Meryl Streep, setting a record. (Instantly, the tweet garnered a staggering 2.7 million retweets and 1.4 million likes, shattering the previous record for the highest number of retweets.)

Hankook & Company – Photo: Ellen DeGeneres taking a selfie with fellow actors at the 2014 Academy Awards.
Photo: Ellen DeGeneres taking a selfie with fellow actors at the 2014 Academy Awards.

Partners in Sports and Art

Another facet of indirect advertising lies in Naming Rights, which associates a brand with the name of a competition itself or a stadium. This was exemplified in the case of the International Crown Golf Tournament held in the United States last May. The official title of this biennial national competition in the LPGA was the "Hanwha LifePlus International Crown," highlighting the name of the title sponsor.

Hankook & Company – The ABB FIA Formula E World Championship 2023 Hankook London E-Prix, which took place as the final race of the Formula E 2023 season in July
The ABB FIA Formula E World Championship 2023 Hankook London E-Prix, which took place as the final race of the Formula E 2023 season in July
Hankook & Company – The Hankook AtlasBX Motorsport Team's race car secured the GT4 class championship at the 'Korea 24 Hours Barcelona' last year.
The Hankook AtlasBX Motorsport Team's race car secured the GT4 class championship at the "Korea 24 Hours Barcelona" last year.

Similarly, the title partner of the Formula E series, organized by FIA, is the Swiss ABB Group. Across global motorsports, many events constitute individual competitions within an entire series. For instance, Hankook Tire commenced supplying official Formula E tires this season and became the title sponsor for competitions in Mexico City, Rome, and London. Therefore, the official name of the London Tournament held in July is "ABB FIA Formula E World Championship 2023 Hankook London E-Prix." Meanwhile, in the context of the endurance race 24 Hour Series, Hankook Tire holds the role of title sponsor for both the overall series and individual competitions. The official name of the series is the "24H Series Powered by Hankook," and individual competitions are named in a format based on the series name, like "Hankook 24H Barcelona." The 2023 Barcelona Games are slated for September 15–17.

Hankook & Company – The Allianz Arena in Munich, Germany, is also colloquially referred to as 'Schlauchboot' due to its appearance.
The Allianz Arena in Munich, Germany, is also colloquially referred to as "Schlauchboot" due to its appearance.

Frequently, stadium names reflect sponsor companies or brands. A quintessential example of this practice is the Allianz Arena, a football stadium in Munich, Germany. Allianz secured the naming rights for FC Bayern's home stadium for a period of 30 years upon its completion in 2005. MetLife Stadium in the United States, serving as the home of the New York Giants and New York Jets in American football, debuted in 2010 as New Meadowlands Stadium, only to be renamed in 2011 upon entering into a 25-year naming rights agreement with MetLife. This venue is set to host the final of the 2026 FIFA World Cup. Comparable instances are prevalent across various sports. T-Mobile Park, a major league baseball stadium in Seattle, U.S.A., and the Suwon KT Sonic Boom Arena in Korean professional basketball are additional stadiums named as a result of naming rights contracts.

Of course, for sports enthusiasts, the method of promoting a brand through player uniforms, equipment, and stadium displays is likely the most familiar approach. Sports marketing stands as a time-honored form of indirect advertisement and is generally better received since it resonates more with fans compared to other advertising strategies. Even when a team they support has a big sponsor, fans are happy as if their team is getting financed. Conversely, fans of teams with few sponsors often feel disappointed about that situation. This is probably because they are well aware that financial power is directly related to performance in the world of professional sports.

Hankook & Company – Advertisements for major league stadiums in the United States are also exposed to numerous baseball fans through relay broadcasts, such as the 'MLB Network.' as seen during the Boston Red Sox game on May 4, 2023.
Advertisements for major league stadiums in the United States are also exposed to numerous baseball fans through relay broadcasts, such as the "MLB Network." as seen during the Boston Red Sox game on May 4, 2023.
Hankook & Company – T'Station, Hankook Tire's auto service shop, sponsors the professional baseball team, Doosan Bears.
T'Station, Hankook Tire's auto service shop, sponsors the professional baseball team, Doosan Bears.

The contemporary art world also has strong connections with corporations. One of the most significant partnerships is between the Salzburg Festival, the world's largest comprehensive arts festival, and Audi. As the main sponsor of the Salzburg Festival, which features more than 200 vibrant stages including opera, orchestra, chamber music, solo performances, and plays, Audi has been actively involved since 1995. Audi provides festival vehicles that transport artists to rehearsals and performances. Starting in 2020, the shuttle service exclusively consists of electric models.

BMW is a partner of Art Basel, the world's largest art fair, and sponsors young artists by establishing an art award called "BMW Art Journey." Corporate sponsorship of the arts is also active in Korea. Frieze Seoul, an art fair that captivates art enthusiasts worldwide for the second time this year, will take place on September 6th. Deutsche Bank and LG Electronics are collaborating as headline partners. LG plans to showcase various digital editions using OLED TVs, and works by Kim Hwan-gi, a pioneer of Korean abstract art, are also part of the exhibition.

Hankook & Company – All ceremonial vehicles for the Salzburg Festival are provided by the main sponsor, Audi. The arrival of VIPs and artists in front of the venue is visible not only to the on-site audience but also through TV and media coverage.
All ceremonial vehicles for the Salzburg Festival are provided by the main sponsor, Audi. The arrival of VIPs and artists in front of the venue is visible not only to the on-site audience but also through TV and media coverage.
Hankook & Company – The work of Koo Ji-yun of Korea, exhibited at the 'The Electric AI Canvas' exhibition held as a side event of BMW at Art Basel in June.
The work of Koo Ji-yun of Korea, exhibited at the "The Electric AI Canvas" exhibition held as a side event of BMW at Art Basel in June.

Indirect advertising within art content has a historical origin in modern art. To reference PPL Indirect Advertising again, the 1882 painting "Un bar aux Folies-Bergère" by Edouard Manet, a 19th-century Impressionist painter, already possesses a specific commercial association evident from its very title. Folies Bergère, which opened in Paris in 1869, is a theatrical entertainment hall that features a bar. Moreover, it is discernible that the red triangular label positioned on the side of the character amidst the array of bottles depicted in the painting represents Bass & Co's Pale Ale, a product from England's Bass Brewery.

Hankook & Company – Visitors admiring Manet's 'A Bar at the Folies Bergère' during the 'A Vision for Impressionism' exhibition hosted by the Louis Vuitton Foundation in Paris in 2019.
Visitors admiring Manet's "A Bar at the Folies Bergère" during the "A Vision for Impressionism" exhibition hosted by the Louis Vuitton Foundation in Paris in 2019.

Bass was among the prominent beer brands in Europe. Though the company underwent various mergers and is now integrated into today's Anheuser-Busch InBev, the brand endures, and Bath Pale Ale remains accessible today. Whether Manet, shortly before his passing, received specific compensation for featuring popular attractions of that era and incorporating well-known beer remains uncertain. Nevertheless, it's intriguing to observe traces of indirect advertising within paintings that hold a significant place in art history as vital Impressionist works.

Written by
Soyeong Lee
Photos from
CJ ENM, Getty Images, Paramount Pictures(via BMW), Hyundai Motor Company, tvN, Hankook Tire & Technology, 24H Series, MLB, Doosan Bears, Audi AG, BMW AG
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