It’s off model.
Occasionally, a TV present or film has a brand-tie in that misses the purpose.
As an illustration, the hit AppleTV+ present “Severance” is actually about how work is hell…however the present’s official podcast is full of advertisements for work-related platforms.
The long-lasting purple cloaks on “The Handmaid’s Tale” are used to oppress ladies in that story – so though designer Christian Siriano is collaborating with Hulu to “reclaim” the look, utilizing the outfits on the catwalk (as a part of his Fall/Winter 2025 Assortment) appears flippant sufficient to make any fan of the present say, “Yikes.”
“I think sometimes when brands get it wrong – the desire to be associated with a thing that has this following is understandable,” Zoe Kessler, the Govt Inventive Director at Johannes Leonardo, advised The Put up.
She added, “Getting it right is harder, because it takes a bit more thoughtfulness and strategy to show up in a way that’s more specific.”
One other notorious misfire was when CoverGirl did a “Hunger Games” make-up assortment.
Within the context of that story, the folks sporting make-up have been Capitol residents – who gleefully watched children struggle to the demise. Katniss Everdeen (Jennifer Lawrence) additionally received make-up placed on her unwillingly, as she was paraded round by her oppressive authorities earlier than being pressured to struggle fellow teenagers.
So, on the time, a make-up assortment as a tie-in received slammed as glib and tone-deaf.
In branding misfires like that, Kessler defined, “What they’re doing is borrowing the equity, but not building on it,” which results in the kind of “surface level” tie-in that rings false to audiences.
As a result of “The Hunger Games” had a selected underlying theme, she stated a model tie-in ought to have requested, “How can we build on that, instead of just responding to it in a shallow way, so that there’s significance for consumers?”
Magda Tomaszewski, the top of brand name administration at Gus, advised The Put up that when manufacturers do tie-ins to TV exhibits, “they need to show up with intention and meaning. But most importantly, a deep understanding of the audience.”
She defined, “I think when a brand is partnering with a TV show or any kind of entertainment IP, it’s not just about aligning with the story – it’s recognizing how the audience connects emotionally with that story, and then thinking about what is that strong creative strategy that ensures that the brand adds to that connection rather than distracting from it.”
With out contemplating that viewers perspective, she stated, “even a well-meaning partnership can feel off-key.”
When branding tie-ins go awry, she stated that speaks in direction of “maybe not really digging into some of the nuances and tonalities of the TV shows or the audience.”
However, not all seemingly odd model tie-ins are misfires.
As an illustration, The 4 Seasons introduced a world model partnership with HBO for “The White Lotus,” for the reason that hit present usually makes use of the resort as a filming location.
That may appear to be an occasion of lacking the purpose – as a result of though the present depicts unique holidays, the characters’ journeys at all times finish with a demise.
“I actually think it works well for them,” stated Tomaszewski.
“I think if anything, it gets [the resort] more bookings and more visits,” she went on. “I know I myself went to visit the Four Season in Maui, because I am a fan of the TV show.”
Regardless of the homicide within the present’s plot, she stated, “I think that partnership feels quite organic, and makes a lot of sense.”
Kessler agreed, including that regardless of the homicide aspect of the plot, “I still walk away from ‘The White Lotus,’ thinking, ‘wow, that resort is so beautiful!’”
“If anything, if I’m at the Four Seasons, it would be interesting for them to do a kind of murder mystery tie-in as a stunt at one of the hotels. It wouldn’t steer me away if I was working on that brand. I think it’s an interesting hotel tie-in.”
There have additionally been cases when manufacturers get indignant with how they’re depicted in a present.
As an illustration, Duke College put out an announcement admonishing “The White Lotus” for having a scene the place Timothy (Jason Isaacs) sported their emblem on a t-shirt whereas holding a gun to his head.
“I get the initial reaction, but when you zoom out, the association actually feels more positive than negative — especially if Duke wants to be seen as a place that cultivates successful, wealthy alumni,” stated Tomaszewski.
“By speaking out, they’ve unintentionally spotlighted something that would’ve likely flown under the radar.”
And on the “Sex and the City” spinoff “And Just Like That,” Peleton wasn’t too pleased after the present implied that the model was loosely concerned in Mr. Huge’s (Chris Noth) demise.
However, different manufacturers like Espresso Mate – which had a “White Lotus” pina colada creamer tie-in – adjusted rapidly after the present’s Season 3 finale almost used that beverage in an aborted murder-suicide plot.
The model hadn’t recognized about that plot line, they usually acknowledged it with a playful assertion: “Well, this is awkward.”
Tomaszewski referred to as that, “a great example of a brand leaning into the moment with a wink, showing they understand the cultural context they’re playing in, and staying true to their brand.”
She added, “At the end of the day, it’s a scripted show made to entertain. And for brands, that’s an invitation to step into that world and explore creative, thoughtful ways to expand on it.”
Kessler cited the “Barbie” film for instance of a film that did a “phenomenal job” with their model partnerships. The Margot Robbie movie had a dizzying array of tie-in manufacturers, together with Pinkberry frozen yogurt, trend manufacturers similar to Pac Solar, Nyx make-up, Funboy pool floats, and extra.
“We as humans see ads all the time every day. And we have a really high bullsh-t meter for it, now. Consumers know exactly when something is an ad,” she defined.
“And so, if they’re consuming premium content like the shows that you’ve been mentioning, they’re hyper aware of when it steps away from that and into Ad World. I would encourage brands and creatives to come up with ways where that seam between brand and creative sort of disappears.”
