I just found this posted on copyranter’s blog. With the recent announcement that Cannes will ad a category for branded content it caught my eye.

However, this part of Hawaii 5-0 is more like a full ad than branded content. It’s definitely stepping over the line. We’re not talking product placement, we’re talking brain dead content. A minute long interruption to show off Subway, talk about it’s ingredients and saying that you can lose weight on it. It’s stupid, to say the least. But when I think a step further I realize that they could never say this in a normal TV ad. That’d sound even more stupid. Who believes an ad that outright says: it tastes good and you’ll lose weight, eating five(5!) footlong sandwiches. So instead of coming up with a smart commercial for the break, Subway chose to buy time in the show and put this stupid placement instead.

I have no problem when they show a certain cell phone for one second in a movie. But the line is crossed, when it actually takes over the story and makes the characters turn the whole show into a commercial. We need to find a way that is a win/win situation; we shouldn’t be destroying culture just to sell products. Start creating advertising that engages people in your brand. But maybe that process is too expensive for Subway, the worlds largest single-brand restaurant chain. Maybe there won’t even be commercial breaks in the future, they’ll just weave it all into the story. The horror… I

If You Were My Agency
Jonas Linder