22 marzo 2007

LAS MARCAS EN EL TÍTULO DE LAS PELÍCULAS "How Starbucks saved my life"

"How Starbucks saved my life" es quizá uno de los ejemplos más representativos de la máxima integración de una marca en un filme. El filme se estrenará el próximo año. Ya sabemos que en la integración de una marca en el contenido de la programación está el futuro de la publicidad. Starbucks ha apostado históricamente por el brand placement como estrategia publicitaria, pero lo de hacer de su marca el leit motiv de toda una producción, es un hito. En Cómo Starbucks salvó mi vida veremos como un Tom Hanks desvalido recupera su ilusión por vivir gracias a un puesto de trabajo conseguido en una de las famosas cafeterías de la marca. El titulo irradia valores positivos para la compañía, que ha cuidado bien a quien asocia su imagen.
No es esta la única marca que se lanza a incluir su nombre en un largometraje. Maryl Streep ya fue nominada por su interpretación de una afamada editora en la revista más glamourosa de NuevaYork. En "El diablo se viste de Prada" se hacen escandalosas menciones a marcas, al tiempo que se visualizan la gran mayoría de ellas. Starbucks, Calvin Clein, Hermés, Bananan Republic, Lacroix, Armani y Oscar de la Renta son solo algunas de ellas. Aquí va un ejemplo: Miranda necesita que 2 ejemplares del último Harry Potter se envíen hasta París en un Jet privado para que sus hijitas tengan el libro antes que ninguna de sus amigas. Otro ejemplo, cada mañana Miranda necesita que Andrea encargue hasta 5 desayunos completos recién hechos, por supuesto a Starbucks, para que en el momento justo en el que ella llega a la oficina haya por lo menos uno aún caliente. Sus zapatos son Manolo Blahnik y en sus complementos reluce la firma de Prada. ¿Alguien da más?
Cristina del Pino Romero

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Tom Hanks se mete en cada historia... no sé cómo no ha aprendido de El Código da Vinci...

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Anonymous Anónimo said...

Hay que tener en cuenta que "El Diablo viste de Prada" está directamente basada en una novela, y que en esta novela ya se hacía mención expresa de todas estas marcas y productos, de modo que, en este caso, el brand placement no se da por iniciativa de los productores o las empresas anunciantes, sino que en cierto modo se puede decir que eran "exigencias del guión". De hecho, el libro enfatizaba mucho más en las marcas (especialmente los pañuelos de Hermés) que la película. Así que, por una vez, la "culpa" no es estrictamente de los creadores de la película, aunque nunca dejen pasar la oportunidad de aumentar sus ingresos....

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