Archive for July 15th, 2010

Wound Advertising

By: Bob Apodaca, THE HOLLYWOODER! Monthly Magazine

In an effort to increase subliminal product placement in movies, Hollywood has increasingly turned to the lucrative use of wound advertising or as it’s known around town, “Ow-vertising”. The concept of using scars and wounds in the shape of corporate logos is not new. In a 1978 article in Variety Magazine, Sylvester Stallone said he was paid an undisclosed amount by sneaker maker Nike to have a “Swoosh” shaped bruise on Rocky Balboa’s face. In 1995’s Halloween 6: The Curse of Michael Myers one of the victims is dispatched with a knife that left a wound identical to the Mercedes Benz logo. More recently it was reported in the L.A. Times that another sneaker maker, this time Adidas scored big with 2009’s mega-blockbuster Avatar in which the head scar on one of the lead characters, Col. Miles Quaritch (Steven Lang) is in the shape of Adidas’s three stripe logo. Lastly, according to the Hollywood Reporter in this years smash hit The Wolfman, all wounds inflicted by the Wolfman (Benicio Del Toro) were computer enhanced to duplicate the logo of camera giant Minolta albeit in blood and gore. So it seems that Hollywood is opening up a new vein in subliminal product placement.

Col. Miles Quaritch, with subliminal logo

all wounds in The Wolfman are shaped like this (minus the lettering)