People are getting their knickers in a twist, but apparently the filmmakers are just being faithful to the original Cormac McCarthy novel’s Coca Cola ad:
Reports from early screenings are surfacing that scenes including “product placements” in the film, especially one with a can of Coca-Cola, are drawing groans. But as the film’s director John Hilcoat explains, he was just being loyal to the source:
“There’s some people who don’t know the book and have picked up on this in the film and say, Why did they go for such a blatant product placement?”
This kind of stuff makes me laugh, because I’m reminded of that scene from Wayne’s World:
Actually, it makes sense for stories that take place in the same world as the real one to be full of branding. Modern life is full of branding. Unfortunately, the process of making major motion pictures requires licensing every single logo that appears anywhere as part of the Errors and Omissions insurance process.
Gag. Can you blame a filmmaker for “selling out”?
I’m not sure if the filmmakers of The Road actually sold out and accepted money for their product placement, but somebody asked and got permission from Coke before they did the “commercial,” I guarantee you that. Most brands are smart about this — sales of Reece’s pieces did go “through the roof” after the release of E.T., and M&M’s, the candy Spielberg had originally wanted to use, learned a valuable lesson.