January 30th, 2012
Car being hawked as a character in 'The Middle'
By David Bauder
Huffington Post
Frankie Heck settled into the driver’s seat of a new Volkswagen on a recent episode of ABC’s “The Middle,” caressing the steering wheel as celestial music played. Her face was a mask of such pure pleasure that you almost wanted to avert your eyes.
The gleaming Passat appeared throughout the half hour. Dad Mike found it a comfortable refuge for a nap, daughter Sue studied for driver’s ed and the whole family used it as a restaurant by driving around with a bucket of chicken.
Welcome to the world of product “integration” on prime-time television. Advertising within programs has gone beyond the mere placement of soda bottles on the table in front of “American Idol” judges. The Passat didn’t just pass by on the street during “The Middle,” it was a key part of the comedy’s story line.
Read more: http://www.huffingtonpost.com/huff-wires/20120130/us-tv-integrated-ads/