With all the buzz around the Oscars in the last month, the annual Brandcameo Product Placement Awards flew under our radar here at The Verge. But we'd be remiss if we didn't take a moment to recognize the people in the film industry who are using the medium to its full potential: brand delivery system. And this year's big winners, the Birdman and Boyhood of branding, one might say, are Apple and Transformers.
The Birdman and Boyhood of branding
Browsing through Brandcameo's list is like taking a stroll down a memory lane of 2014 cinema. All your favorite movie moments are there — like when Captain America and Black Widow visited an Apple store (attended by comic Genius — brand joke! — D.C. Pierson) in Captain America: The Winter Soldier, or when Ben Stiller took a Shake Shack break in Tower Heist. Even some of the year's most critically acclaimed movies made the list — The Theory of Everything's Tide shoutout won this year's award for Product Placement Achievement in an Oscar-Nominated Film.
But the real winner of the year was last year's proudly unwatchable Transformers fourquel Age of Extinction. With three of the top honors in Brandcameo's list 55 brands represented in total — many of them Chinese — Michael Bay's lack of shame once again proves to be a force to be reckoned with. But shill too hard and someone might get hurt — Trans4mers also picked up the achievement in Unwanted Product Placement for its deal with the Chinese luxury hotel Pangu Plaza, which was "outraged that its $1.6 million deal only bought a passing mention instead of the 'no fewer than 20 seconds' of screen time Pangu claims it was promised." Take care of your brands, Hollywood!