Product Placement in Reality TV Removes the Reality

"Hey Guys! We just got a message on our T-Mobile Sidekicks!"
flash product shot
"You'll win a one year design contract with Banana Republic"
flash brand logo

Sound like 30-second spot in primetime?

It's the sad reality that is reality tv. MTV's The Gauntlet 2 is a competition between former cast members of their formerly popular "Road Rules" and "The Real World", both reality shows themselves. The Gauntlet 2 is also a master at product placement. Whether it's the t-mobile sidekicks they use to get competition info on, or the $1000 Best Buy Gift Certificates the winning team wins after each challenge- product placement is everywhere. In fact, the entire competition itself is taking place in Trinidad and Tobago- a fact the tourism council does not let you forget, by way of the host announcements in the beginning of every episode. It's marketing genius.

MTV isn't the only cable channel using product placement extensively. Bravo has a hit on it's hands with "Project Runway" and competition show to find the best unknown designers in America and give them the chance to show their stuff. And to show off Banana Republic as much as possible. The contestants workroom is located in the basement of the banana republic design studio, and the BR logo is everywhere. In one challenge, which was used again the second season, is to design a window display in a major New York City Store. Which Store? Banana Republic of course!

It's surprising that Donald Trump even needs to sell ads to be able to produce "The Apprentice", every team mission revolves around another brand,product, or service. In a recent episode, the two teams were to design a guerilla marketing campaign for Gilette Fusion razors in an attempt to attract the most text messages. And the list ,unfortunately, for this show continues onward.

Why is it that reality shows in particular feel the need to use product placement more blatantly than fictional programming? Perhaps it's the need to draw attention to one brand in particular when compared to the shoes, shampoo, and t-shirts that the contestants are already innocently wearing.