Word: tacos
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...sitcom verisimilitude; The Price Is Right still pitches bedroom sets and floor wax. But after Survivor's success, "product integration" (a step past mere placement) is taking in-show advertising to a new level of sophistication and stealth. Products are becoming part of the show, be it the Taco Bell that's a site of a "murder" investigation on a new reality show or an SUV used in a TV-staged transcontinental race. And producers and advertisers are getting cozier than at any time since the days of Texaco Star Theater...
This summer, on Fox's Murder in Small Town X, 10 contestants will solve a murder mystery in a Maine town peopled by actors and well stocked with Nokia phones, Jeeps and Taco Bell's grilled stuffed burritos. On ABC's The Runner, scheduled for January, a contestant will travel the country, trying to elude capture by viewers who will compete for a growing pot of cash, while driving the cars, using the ATM cards and scarfing the fast food of yet to be signed patrons. "The runner lives in the real world, just like you and I," says...
...asked the same question, Fox president of sales Jon Nesvig says with a laugh: "I would hope the producers would probably use some judgment there." At the least, producers would risk losing sponsors. Says Debbie Myers, media services vice president of Taco Bell: "We have tremendous equity in our brand. We would never do this unless we were fully protected." And looming over the rest of TV is the idea that after the success of sponsored reality series, networks might want to sign up sponsors for dramas and sitcoms, and advertisers could thus exert control over scripts and story lines...
...into her cart last month. Hoerler, who takes a women's multivitamin and a calcium chew, still feels she doesn't eat as healthfully as she should. "But there's a feeling," she says, "that if you eat a cereal like this in the morning, it balances out the Taco Bell you eat for dinner...
...Novak, the Taco Bell stunt is just the beginning. Rather than paste brand names on random spectacles, his plan is to script the spectacles themselves...