Online product placement takes a step forward on AOL, which is playing three new broadband video programs that incorporate GMC vehicles into the action. The shows, which started running Jan. 16 on AOL’s Living Channel, were created by AOL through a partnership with GMC under the direction of GMC’s agency, Digitas/Boston.
“You might see Tyler going shopping and putting the veggies in the Yukon,” an AOL spokeswoman said of a product placement sequence, which occurs on “Cooking with Tyler Florence,” a show that stars the celebrity chef and the GMC Yukon.
Three GMC vehicles are integrated into the campaign–the Yukon, the Acadia and the Sierra, and each is used exclusively on one of the shows, “Cooking,” “Home Entertainment with Michele and Gia” and “Home Improvement with Eric Strommer.”
The shows run three to five minutes, they are free to view and 78 have been created for the GMC program that will run for a year, according to the AOL spokeswoman.
The advertising also includes pre-rolls in front of the shows and sidebar videos, which are tips relating to show topics that are labeled GMC Trade Secrets. One hundred twenty Trade Secrets, 40 for each show, were created. They run about a minute each. The tips include their own “pre-rolls,” short intro clips in which the talent interacts with the vehicle. “It communicates the brand message and it’s a tie in between the brand and the show’s relevant content,” said Sean Kegelman, VP/director of marketing at Digitas.
Kegelman said the sidebar videos will be used on their own. “We’ll play them on video syndication sites like Google and YouTube and podcasts with messages that will draw them back to AOL.”
Digitas created the pre-rolls and sidebar videos from existing footage from TV commercials and new footage shot with the talent from the shows, Kegelman said. AOL produced the shows.
“We believe the Trade Secrets campaign will enable us to connect to our consumers on a more emotional level than traditional advertising,” said Mary Kubitskey, GMC advertising manager. “They’ll actually have the ability to interact with our brands. Also, GMC owns the rights to these assets, so throughout the year these vignettes can be repurposed for different uses.”
Producers Douglas Wick and Lucy Fisher To Receive Harold Lloyd Award From The Advanced Imaging Society
Producers Douglas Wick and Lucy Fisher will be presented with the 2025 Harold Lloyd Award in recognition of their producing achievement in creating Gladiator II at The Advanced Imaging Society’s (AIS) 15th annual Lumiere Awards luncheon, which takes place Friday, February 7, 2025, at the Beverly Hills Hotel.
Empowering their storytelling with groundbreaking technology and skill, Wick and Fisher have thrilled audiences and driven the film industry forward for three decades. Their steadfast dedication to the highest standards of cinematic excellence have resulted in epic films, including Memoirs of a Geisha, The Great Gatsby, the Stuart Little franchise, the Divergent Series and both Gladiator films. The first Gladiator earned Wick an Academy Award® for Best Picture. In light of their consistent and distinguished contributions over the years, as exemplified by this year’s Gladiator II, the Advanced Imaging Society wished to recognize the team with this year’s esteemed Harold Lloyd Award.
“Doug Wick and Lucy Fisher of Red Wagon Entertainment have revolutionized modern filmmaking with their bold storytelling and ability to elevate large-scale productions to epic levels,” remarked Jim Chabin, AIS president. “Their work has not only captivated audiences but also redefined filmmaking standards, leaving an indelible mark on the art of cinema. At AIS. we deeply admire their visionary contributions and enduring influence on the film industry.”
Suzanne Lloyd, granddaughter of the late, great Harold Lloyd, remarked, “Doug’s artistic vision and Lucy’s dynamic leadership have brought authenticity, beauty and profound emotion to some of our favorite epic films. Together, they are a... Read More