Morgan Spurlock's documentary The Greatest Movie Ever Sold is all about brand integration and product placement. The film is "presented by" Pom Wonderful and has a host of other significant brand partners. I realize this is not your typical example, but the film has been well accepted and both the brands and producers have benefited. So when can there be too much product placement?!
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In the 90's, the Paramount produced film Wayne's World made fun of product placement with "commercial spot" type integrations. The film was a hilarious look at the business and how brand exposure was becoming more prevalent in entertainment properties. Still, this made people laugh, which is the key. When it gets to the point that consumers are offended, or commenting on the fact that product placement or brand integration is over the top, we have a problem. It's not good for the brand, production or consumer. Product placement is not meant to insight negative conversations. Consumers should walk away from a film or TV show talking about how great (or bad) it was, not that the placement was intrusive. Is it OK for them to say they liked a certain car, the furniture in a house or what Cameron Diaz is wearing in Bad Teacher? Absolutely!
As long as the brand is being discussed in a positive light, the product placement mission has been accomplished.
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