Thoughts surrounding product placement in advertising usually draw up adjectives like sneaky, hidden, clever, etc.
The traditional idea is subtly and carefully hide the product within the scene, so that viewers can still see it but it's not too obnoxious. Still, that doesn't stop us from pointing at a L'Oreal shampoo bottle in the background of a shot and say that we found the Waldo of product placement.
So how do brands change the face of product placement? By being obnoxious about it.
A product placement ad about product placement.
Check out AdvertisingAge's report on Tencent and L'Oreal's new branded content experiment in China. All the raining and twirling bottles definitely make for the inception of product placement.