February 20, 2006
Brand Reinforcement or "Too Much"?

Has anyone witnessed the new advertising campaign by Chrysler, whose Chrysler 300C is used in Harrison Ford's upcoming thriller Firewall (Richard Loncraine, Warner Brothers)? The company has a Web site dedicated to the film and has taken full-page ads in entertainment magazines telling viewers to "See the Crysler 300C in Firewall, in theaters now. Go for the ride of your life with the Chrysler 300C."

Is this a good example of getting the most bang for your advertising buck by building on product placements with advertising for that product placement, or is this bordering on going too far?