F9, the latest FAST & FURIOUS, might not have done as well as some of its most recent predecessors at the box office, but it still generated almost $90,000,000 in product placement value for over 110 brands. This figure also only factor in value during the film’s theatrical run. With F9 now available on home media, this value will only increase.
Total product placement value in movies factors the number of brands, their screen time, the level of discernibility, the cost of traditional advertising and the audience.
Below we see how each of the last six FAST & FURIOUS movies compare. Despite having a smaller theatrical audience than all the other films, F9 still generated more value for brands than FAST FIVE (2011), FAST & FURIOUS 6 (2013) and HOBBS & SHAW (2019). This is due to F9 featuring 111 different brands, the second most behind only THE FATE OF THE FURIOUS (2017). The brands also benefited from one hour and 22 minutes of screen time. A very similar total to the other top four FAST & FURIOUS films.
Now, let’s take a look at the top 10 brands in F9: THE FAST SAGA
Corona is probably the most associated non-car brand with the FAST & FURIOUS franchise. Vin Diesel & company have been sipping on these beers since the first movie. And while Corona has not appeared in all the films, it has featured in most entries that star Dominic Toretto. Furthermore, Corona has never paid for these integrations. Much like with many brand appearances, the people making the movies just happen to like Corona and it became a big part of the characters, as we will see with car brands too.
In F9, Corona appears in two scenes for a total of almost two minutes of screen time. This included some very obvious shots. It was one of the best placements Corona has ever had in a FAST & FURIOUS movie.
Beyond the FAST & FURIOUS world, Corona occasionally appears in film and TV. For example, it could be seen momentarily in SONIC THE HEDGEHOG (2020), in the sixth season of the British hit-show LINE OF DUTY or in BALLERS.
Unlike some other car brands on this list, Toyota is not highly associated with a particular character. However, it is the first brand on this list to have appeared in every single FAST & FURIOUS movie to date, according to IMCDB. While it only had a background role in FURIOUS 6 (2013), it got over a million dollars in exposure from HOBBS & SHAW (2019), FURIOUS 7 (2015), THE FATE OF THE FURIOUS (2017) and F9 (2021).
IN F9, Toyota had two significant cars. A 2012 Toyota GT86 driven by John Cena in the Edinburgh scene and a 2020 GR Supra in the final car scene.
Toyota is one of the most commonly seen brands in film and TV. In 2020, it was the fifth most visible brand in film. This was thanks to appearances in such movies as EXTRACTION, SONIC THE HEDGEHOG and SPENSER CONFIDENTIAL.
#8 Air Jordan
Air Jordan was highly associated with the character of Twinkie, played by Bow Wow, in THE FAST AND THE FURIOUS: TOKYO DRIFT (2006). As that character has barely appeared since neither has Air Jordan. But with Bow Wow appearing in multiple scenes in F9, covered in Air Jordan from head to toe, the brand got two and half minutes of screen time.
Jordan is still dwarfed by its parent brand, Nike, in entertainment. But it has been making more and more frequent appearances on screen. It appeared in 22 JUMP STREET (2014), CREED (2015), UNCLE DREW (2018), THE MEG (2018) and most notably in SPIDER-MAN: INTO THE SPIDER-VERSE (2018).
#7 Tom Ford
Tom Ford made its debut in the FAST & FURIOUS series, with its eyewear being worn extensively by Nathalie Emmanuel as Ramsey. Thue Ersted Rasmussen (as Otto) also wears Tom Ford sunglasses in multiple scenes. Overall, the brand got over two minutes of screen time.
Tom Ford has appeared in many films in recent years. Betty Gilpin wore their sunglasses at the end of THE HUNT (2020). Ryan Reynolds wore Tom Ford glasses in HOBBS & SHAW (2019) and DETECTIVE PIKACHU (2019). Jake Gyllenhaal wore them in SOUTHPAW (2015).
But Tom Ford’s most famous appearance on the silver screen is in James Bond films. Daniel Craig can wears the brand in QUANTUM OF SOLACE (2008), SKYFALL (2012) and SPECTRE (2015).
Much like Toyota, Ford has never been part of the fabric of the FAST & FURIOUS universe. However, it has appeared in every single movie, more or less visibly.
In F9, John Cena’s character, Jakob Toretto, drives both a 2015 Mustang in his first scene and a 1992 Mustang in a flashback to his youth. This creates an intrinsic link between the Ford Mustang and Jakob’s character. Much like the Dodge Charger is linked to Dom or the Nissan Skyline was associated with Paul Walker’s Brian O’Conner.
Ford is one of most visible brands in film. It was the #1 brand in 2019 movies, and #2 in 2020. Some of its most notable integrations have been in SPENSER CONFIDENTIAL (2020), FORD V FERRARI (2019), and NEED FOR SPEED (2014).
With Dodge being such an essential part of the FAST & FURIOUS universe, its parent company, Fiat Chrysler, has built a solid relationship with the franchise. As such, many other Fiat Chrysler brands have appeared alongside Dodge, especially in the past decade. Jeep is a perfect example of this. It has appeared in the last six movies. Most visibly in FURIOUS 7 (2015), THE FATE OF THE FURIOUS (2017) and now in F9 (2021).
Jeep also seems to have become the car brand of choice of Tej, played by Ludacris. He drives both a Jeep Grand Cherokee in his first scene as well as a 2020 Jeep Gladiator in the first car sequence. This adds up to over three minutes of screen time for the brand.
While not one of the top car brands in entertainment, Jeep is consistently among the top 100 brands in film every year. In 2020, it was #30 with appearances in THE HOLIDATE, TO ALL THE BOYS: P.S. I STILL LOVE YOU and DA 5 BLOODS.
#4 Dell & Microsoft
Throughout F9, the main electronics used were Dell Latitude Rugged tablets and a Dell Latitude Rugged laptop. Both products also bore the Microsoft logo, so Concave counted the exposure as benefitting both brands.
Dell has been a consistent presence in the past decade of FAST & FURIOUS movies. It has appeared in all six movies in the form of laptops, monitors, servers and now tablets.
Microsoft only first appeared in the franchise in HOBBS & SHAW (2019), in the form of its own Surface tablets.
Both Dell and Microsoft made Concave’s top 100 brands in film list for 2020. Dell was #3 while Microsoft was #28.
Chevrolet is another car brand that does not have the same link to the franchise as Dodge, Plymouth or Nissan but has made a place for itself. The GM brand has appeared in all 10 films, but has gotten significantly more value from the more recent ones. In THE FATE OF THE FURIOUS (2017), no fewer than 33 different Chevrolet cars were featured, combining for almost eight minutes of screen time. This resulted in Chevrolet being the most visible brand in the eight FAST & FURIOUS.
In F9, Chevrolet got most of its nearly six minutes of screen time from the Monte Carlo stock car driven by Dom’s dad in the opening scenes, the 1971 Nova driven by Michelle Rodriguez and the Silverado trucks operated by the villains in the final showdown.
Chevrolet is consistently ones of the most visible car brands in movies. It was the second car brand and fourth brand overall in 2020. Its most visible placements include TRANSFORMERS (2007), 21 JUMP STREET (2012), DEADPOOL (2016), and SHAFT (2019).
In many movies, a random brand sneaks into one of the top spots for no other reason than because it was used extensively in a scene and was fairly visible. DAF is the perfect example of that in F9. The Dutch truck manufacturing company might have had no involvement in the movie, but the producers needed a truck for a major chase scene and they landed on the DAF LF 45. This results in over three and half minutes of screen time with a high level of exposure due to its visible logo.
While not a common brand in entertainment, DAF also appeared in the 2019 HOBBS & SHAW movie. So maybe there is a link between the brand and the franchise after all?
It should come as no surprise to anyone that Dodge was the most visible brand in F9, with almost twice as much screen time as any other brand. Dodge can virtually be considered a major character of the franchise with Dominic Toretto driving them in every single film he’s been in. He also talks about his love for Dodge Chargers extensively and their importance to his family. Their link to his father is even shown in the latest movie.
Driven exclusively by Dom Toretto, Dodge appeared in F9 in the form of a 1966 Charger, a 1968 Charger, two different 1970 Chargers, and two different Charger SRT Hellcats.
Dodge was also the #1 brand in FAST FIVE (2011) and FURIOUS 7 (2015) and has gotten over 50 million dollars in exposure just from the theatrical runs for the past six films.
Dodge has consistently made Concave’s top 100 brands in film list since its inception. It was #22 in 2020 and has been in the top 10 a couple of years. It usually ranks higher in years when a FAST & FURIOUS is out.
Some of Dodge’s most visible non-FAST & FURIOUS placements have included SPENSER CONFIDENTIAL (2020), TEENAGE MUTANT NINJA TURTLES: OUT OF THE SHADOW (2016), INTERSTELLAR (2014) and RIDE ALONG (2014).
Other notable brands that did not make the top 10 list
- BMW cars are driven by police, the villains and appear in other scenes too.
- A Pontiac Fiero is equipped with a jet engine and Nos to go into space.
- Michelle Rodriguez rides both Harley-Davidson and Yamaha motorcycles.
- Helen Mirren drives a 2018 Noble M600 through the street of London after robbing a Boodles store.
- Otto drives a 2018 Jaguar XE SV Project 8.
- Roman and Tej drive 2020 Acura NSX in Edinburgh.
- Brian Toretto wears Dickies and Oshkosh dungarees.
- Charlize Theron wears a Bose headset near the end of the movie.
- Jon Cena drinks Flor de Caña at the party.
- Ludacris wears a Ritmo Mundo Quantum 2 watch according to watch-id.com.
- In the 90s racing scene, many performance brands and sponsors can be seen. They include Kirkey, Deist, VP Racing Fuel, Champion Spark Plugs, Wiseco, Holley, MGP Connecting Rods, Hurst, Edelbrock, Moog, Dart, Simpsons Racing, Earl’s, Snap-On, Sparco, B&M and Continental Tyres.
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