The concept of product placement in film and television is not new. Brands have long aimed to feature in high profile content.
James Bond with his allegiances to Aston Martin and Omega, Nike in Back to the Future and Wilson in Cast Away. The jewelry industry is experiencing something of a film and television renaissance with a series of notable features.
Cartier made several appearances in Oscar-nominated Don’t Look Up with Leonardo DiCaprio and Meryl Streep. The latter had a few scenes wearing a Trinity de Cartier ring with matching earrings from the same brand.
Cate Blanchett and Tyler Perry play news anchors in the film. An interview with Leonardo DiCaprio’s character reveals that Brie Evantee (Blanchett) wears a rose gold Clash De Cartier necklace.
Another scene with DiCaprio in a later interview showed his character wearing a Cartier Tank Solo watch.
Elber Bekdas, CEO of Labelle Jewelry, said of the current industry machinations:
“It’s important to try to take a different approach and stand out as much as possible. Having your products on screen in front of millions of viewers will always be a plus. »
“You would certainly think that in this case the jewelry house would pay the production to be featured, rather than the other way around.”
Bekdas has provided unique jewelry to athletes and other public figures, such as Jaxon Hayes (NBA), Cordarrelle Patterson (NFL) and Giannis Antetokounmpo (NBA).
However, his most famous work was with Stefon Diggs (NFL). The jeweler created a Starbucks chain that featured over 1,000 emeralds and diamonds VS the piece would have taken over a month to complete.
Simple product placement is usually considered the easiest way to incorporate branded functionality, but sometimes branding is the focal point of the entire movie or TV show.
In 2018’s Ocean’s 8, we see an all-female group of artist robbers set to steal a Cartier necklace named The Toussaint. A replica was used on the set Anne Hathaway wore for.
A next high profile jewelry brand inclusion is Piaget, the official jewelry and watch supplier for The 355 along with industry heavyweights Lupita Nyong’o, Fan Bingbing, Jessica Chastain, Penelope Cruz and Diane Kruger. This time, jewelry is brought into the storyline as a useful item through which gadgets can be used.
Bekdas added: “There is a lot of competition in the industry. Different designs and using key projects or people for marketing are some of the few ways to stand out. Custom pieces are always great too, they can give a project or person a sense of quirky identity that can help a brand stand out.