Porsche. Ferrari. Lamborghini. Bentley. Aston Martin. Rolls-Royce. Maserati These brands are symbols of status, power class and style. There’s a good reason we don’t see TV ads, print ads, or even online ads for these brands.
The reason is this: mass marketing and an elite image aren’t all that compatible. When your target market wants something no one else has, the exclusivity that makes your high-end brand desirable requires a different marketing approach.
So what is marketing like when you only produce a few thousand units annually and your least expensive model goes for half a million dollars?
It’s a different ball game, that’s for sure. That’s why product placement for luxury brands in the modern film and television industry can seem strange.
Speaking of strange … The title character in Marvel Studios’ “Doctor Strange” (played by Benedict Cumberbatch) drives (and crashes) a Lamborghini Huracán LP610-4, a 10-cylinder machine worth more than a half million dollars. The film (still in theaters) was one of the biggest hits of the last few months.
Lamborghini gave the filmmakers six Huracáns to “play with.” The stunt team and special effects teams got two each. They also had two more for Dr. Strange to “destroy” for the camera.
Why would a high-end luxury Italian sports car manufacturer want product placement in a Hollywood blockbuster? What could they possibly have to gain?
Lamborghini said that they felt “there are a lot of characteristics of Doctor Strange that are connected with the Lamborghini philosophy.” Their marketing effort wasn’t confined to the on-screen shots of their beautiful cars; at the world premiere of the film, Marvel mastermind Stan Lee posed next […]