Throughout the world of modern cinema, hidden advertisements are slowly becoming more popular. The technique of using hidden advertisements is when movies use strategic placement of branded products or services within a movie, it’s often used to make an ad without making it overt to the audience.
Sometimes it is very obvious that it’s a hidden advertisement like holding a can of soda with the label pointed toward the audience, other times it’s very discreet like going to a restaurant to promote it.
As more people use hidden advertising within movies the line between entertainment and marketing makes a blur, hidden advertisement raises important questions about consumer influence, artistic integrity, and the commercialization of storytelling.
On culledculture.com in the article “The Voss Water Repetition in Smile 2 and What It Says About Film Product Placement Today”, Genna Rivieccio mentions how in Smile 2 Voss Water is intertwined so naturally as a “character quirk”. The Voss Water is used as a sense of comfort for Skye Riley when she is “out of control”. Genna Rivieccio also mentions how a bottle of Voss water is considered luxury so the set of Smile 2 as well, was considered luxury and expensive. This deliberate use of Voss Water not only enhances character development but also highlights how modern product placement can smoothly enhance a film’s aesthetic and confined tone.
As seen, hidden advertisements have become increasingly common and a sophisticated marketing strategy. The hidden advertisements have become so naturally woven into scripts both promoting a brand and elevating the cinematic experience.
