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The Intricacies of Product Placement in *Back to the Future*
As Robert Zemeckis was in the process of crafting the iconic film *Back to the Future*, he found himself facing the unavoidable aspect of product placement. One of the most effective techniques to convey the passage of time in a film is through the evolution of brands and logos over the decades. However, things started to spiral out of control when Universal Studios established a dedicated department for product placement, leaving Zemeckis with little say in the matter. Bob Gale, the co-writer, later remarked that he learned a valuable lesson: “Avoiding product placement is akin to having another producer involved.” Nonetheless, the film successfully utilized this marketing technique.
When Product Placement Goes Awry
Not every attempt at product placement was successful. A notable instance was when the California Raisin Board invested $50,000 to feature their brand in the film. To their shock, they discovered that their product was showcased in a most unflattering context—on a billboard in a scene involving a homeless man. Understandably, they requested a refund. In contrast, there was a brand fortunate enough to play an integral role in the storyline. Have you noticed the clever inclusion of the beer brand associated with Marty’s father?
From Miller Lite to Miller High Life: A Journey Through Time
At 13:41 in the film, Biff is seen accepting a beer from George McFly, Marty’s father. This beer, a Miller Lite, is perceived as an inexpensive choice that’s widely consumed in the USA, and it subtly hints at financial struggles within the household. However, when the narrative reaches 1:50:58, a significant transformation occurs. Doc rummages through the trash behind the McFly residence in search of fuel for the DeLorean and discovers two cans, but this time, they are Miller High Life. This brand is often branded as “the champagne of beers,” typically associated with a wealthier clientele. The contrast between the two beers effectively communicates the evolution of the McFly family’s fortunes throughout the film.
Significance of Branding in Cinematic Storytelling
This nuanced use of branding is just one of the many ways *Back to the Future* employs logos to enhance its narrative. Beyond the beers, the transition of the Pepsi logo powerfully illustrates the stark differences between the years 1955 and 1985. Furthermore, fans of the film are aware of the iconic twist with Calvin Klein’s branding, which in the Spanish version becomes Levi Strauss. Such clever integrations of marketing not only serve to sell products but also enrich the storyline, providing a deeper context that resonates with the audience. In doing so, *Back to the Future* has solidified its place in pop culture while simultaneously demonstrating the sophisticated role of advertising in filmmaking.
