The winners - and losers - of the 2015 Brandcameo product placement awards have been revealed and Michael Bay’s ‘Transformers: Age of Extinction' has been singled out for having the most product placement in one movie… as well as the worst.
The fourth ‘Transformers’ film won the award for ‘Achievement in Product Placement in a Single Film’ for featuring 55 different brands on screen including Budweiser, Coca-Cola, Nike, and Victoria’s Secret. It’s nearest rival - David Fincher’s ‘Gone Girl’ adaptation - only managed to squeeze in a puny 48.
However, ‘Age of Extinction’ pales in comparison to 2011’s ‘Transformers: Dark of the Moon’ which featured an incredible 71 brands on screen.
With so many product placement in one film, it’s probably not surprising that ‘Age of Extinction’ was also singled out for having the most egregious instance of placement too, with the appearance of the Beats “Pill” speaker deemed the worst of the year.
The scene in question sees Stanley Tucci’s Joshua Joyce demonstrating the power of “Transformium”, a material that allows him to create anything with the power of his mind.
"You like music?" Tucci asks while particles whizzing around his head form into the Beats portable speaker in his hand.
"The ‘Pill’" he says, thrusting it into cinemas via the magic of 3D.
Elsewhere, Apple was honoured with the Overall Product Placement of the year award after appearing in 9 of the 35 films which hit the top spot at the US box office in 2014. The tech brand made cameos in ‘Captain America: The Winter Soldier’ and ‘The LEGO Movie’.
'The LEGO Movie' also got the nod for Product Placement Impact, unsurprisingly seeing as the movie was basically a giant advert for the Danish toy firm. Brandchannel, the home of the awards, reports that LEGO sales were boosted by 11% in the six months after the film opened to more than $2bn.
The Forrest Gump Award for Achievement in Reverse Product Placement - named after the Bubba Gump restaurant brand which became a real-life success - was awarded to ‘Chef’ and El Jefe.
The film’s fictional food truck has launched a real-life pop-up restaurant in LA serving the film’s signature $9 ‘Cubano’ sandwich. A permanent restaurant is said to be coming soon.
Image credits: Paramount