Top 10 product placements in French films that you (perhaps) haven’t seen

Product placement in cinema is almost as old as cinema itself and is sometimes 4 times more profitable than a TV spot. It started in the United States in the 1920s but it quickly became a norm and most American cult films used this financing technique. Canned Heinz in The Shining, Reese’s in ET, Ray-Ban in Men In Black or Nike in Forrest Gump, ads are everywhere. It’s practical, it makes you want to buy and it finances a film you like without advertising breaks: everyone is happy. In France too, product placement was imposed in the 1950s and continues to flourish in a more or less subtle way.

1. Visitors

Jean-Marie Poiré, the director of “Les Visiteurs”, didn’t really care that there were product placements everywhere in his film. La Poste, Chanel and Courtepaille are the brands that we notice the most in the film but we can easily find other kind donors, here they are: Renault, Lacoste, Arte, Hartwood, Juvamine, Range Rover, EDF, Avis, Thonon and Visa. Fortunately, the entire film does not take place in the Middle Ages, it would have been an anachronistic tad.

2.Taxi 3

In “Taxi 3”, good Daniel drives a Peugeot 406 and that has helped to restore the image of the brand. I’m not going to give my opinion on these films because I don’t want to offend you.

3. The Visitors 2

After “The Visitors”, we were entitled to “The Visitors 2” and it was not glorious. For once, the team had nothing to do with the consistency of decency because this film is what we can call a “sandwich film” (relationship to the man-sandwich, did you get it? ). No less than 42 brands participated in the financing of the film through product placements, will you be able to find them all?

4. The Corniaud

In the famous film by Funès “Le Corniaud”, the 2CV has an important place in the story and it is quite normal since Citroën participated in the financing of the film. The art of making a cult film by picking up a few thunasses along the way (thunasses are always a pleasure, let’s be honest).

5. Lining

In “La Doublure” by Francis Weber with Gad Elmaleh, the Chanel brand is very present throughout the film. For the launch party, the brand organized a big party. Karl Lagerfeld subsequently employed Alice Taglioni, the film’s lead actress, to participate in the 2005-2006 fashion show revamped especially for La Doublure.

6. Asterix and Obelix: Mission Cleopatra

In “Asterix and Obelix: Mission Cleopatra”, Numerobis talks to a character played by Isabelle Nanty. This character is called Itineris, just like the mobile phone service that later merged with Orange. The film does not give a very good image of France Telecom’s connection but nevertheless helped to increase its popularity. Panoramix even says “Itinéris is right… not to let it go” (SFR hahahaha). More a wink than a product placement, no source indicates that the operator participated in the financing of the film.

7. The fabulous destiny of Amélie Poulain

In the famous film with Audrey Tautou, the photo booth repairman wears Converse, red Chuck Taylor All Stars. We see them distinctly appear on the screen in a scene from the film.

Top 10 product placements in french films that you (perhaps) haven't seen

8. Royal Palace!

In “Royal Palace! by Valérie Lermercier, the brands are very present but were chosen from the script. Thus, we can see Saint-Marc laundry, Kinder eggs and Evian water. Armelle greases her mother-in-law’s Chanel skis with President butter and walks through the Ikea parking lot. you can also see Lacoste sweaters and Hanro briefs.

9. Razzia on the chnouf

This is the oldest film of this top and one of the pioneers of product placement in France. We can see Jean Gabin and Lino Ventura with OCB leaves and a bottle of Bollinger champagne, two products that can no longer be promoted in cinemas today. Indeed, it is now forbidden to appear on screen alcohol, tobacco, firearms and baby food products in exchange for funding (which seems normal, in fact).

10. Small handkerchiefs

Olivier Bouthillier of the company “Marques et films” told an anecdote about Canet’s film “Les petits mouchoirs”: “We were to see two actors enter the Billabong store, put on the brand’s wetsuits and try their hand at surfing . In the end, the director only kept the few seconds when the actors are about to enter”. When this happens, the advertiser is reimbursed or the team offers him to participate in another film.

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