Emily in Paris, the new ways of TV series product placement
Although some hardcore fans may have not fully appreciated, Emily in Paris season 3 is in fact a powerful sample of all the new techniques in product placement.
The first level is the standard fashion brand worn by the actressess. Paying or not, many of those used in the previous 2 seasons declared that sales boosted sensitively, or simply grew in attention on social media. Bearing in mind that the two friends protagonist of the series, Emily and Mindy, play the role of fashion victims, it does not come as a surprise to see Louis Vuitton, Prada, Gucci, Versace, Jean Paul Gaultier, Carolina Herrera items displayed insistently.
The second level parallels the James Bond system: branded props with a preminent look in the scenes, like Samsung Galaxy Z Fold and Samsung laptop computers and pads, Apple iPhones, iMac and laptops, beverage brands like Acqua Panna, Sanpellegrino, Starbucks, Laurent Perrier Champagne. Some of them are included in some way in the plot, such as Rimowa.
In that sense, being Emily working for a Parisian advertising company which specialises in luxury goods, it is pretty easy to bend the stories to include any brand wishing to boost its visibility, like Vespa x Christian Dior, or especially for French based brands looking for outbound celebrity. It is the case of Air France, Ami Paris, or the Belgian Edgar & Cooper cats and dogs food, each of them is featured in one episode each as a client of the agency, brand profiles and communication creativity pitch included.
Top level is reached by McDonald’s, the only brand with an extension in the real life, which occupies episode 3 as the main protagonist. In the episode, the agency gets the communication budget of the fast food chain for France, aiming to communicate that “McDonald’s is chic”. Fictional brief and campaign are follow, while the MacBaguette, product innovation suggested by the agency in the episode, becomes real in the actual McDonald’s French franchisees.