Disney+’s THE FALCON AND THE WINTER SOLDIER has been a hit success for the still-nascent streaming service and the brands it featured. While Disney has not reported concrete viewership figures, it has proclaimed the Marvel show its most successful to date. FALCON AND THE WINTER SOLDIER has also topped the Nielsen streaming charts in the US. Finally, using Concave Brand Tracking’s viewership model, we estimate that over 60 million viewers worldwide have watched the entire first season, with close to 100 million having watched the pilot.
So what does this mean for brands? The FALCON AND THE WINTER SOLDIER featured over 75 different brands ranging from the more familiar, like Ford and Nike, to the more obscure, like Tozai (a Japanese liquor) and UPT (skydiving equipment). Collectively, these brands received over 38 million dollars in advertising value as of the 28th of April. This number will continue to rise in perpetuity as people continue watching the show.
Now let’s take a closer look at the top 10 most visible brands in THE FALCON AND THE WINTER SOLDIER:
In episode 2, the new Captain America (played by Wyatt Russell) is properly introduced to us. He prepares to don the famous outfit which has been transported and is presented in a Wallybags garment bag. The brand only had 33 seconds of screen time, but it was in an extended close-up and its logo visible.
Both Anthony Mackie (the Falcon) and Sebastian Stan (the Winter Soldier) wore Citizen watches during most of the show. Mackie specifically wore a Chandler BU2055-16E5, according to our friends at Watch-ID. Stan wore a Citizen Garrisons BM6838-09X.
Although Citizen got over three minutes of screen time, it does not rank higher on this list due to its products being very discreet and its logo never appearing.
This placement was due to an official partnership between the show and Citizen.
THE FALCON AND THE WINTER SOLDIER featured seven different Mercedes-Benz vehicles. This, according to IMCDB. These included the 2018 S-Klasse in episode 3 that the main characters ride in and Sprinter vans as ambulance and para-military vehicles. This totaled almost two minutes of screen time.
Mercedes-Benz is one of the most common product placement brands in entertainment. Most recently, it was the seventh most visible brand across 2020 movies.
Three different Dodge vehicles appeared in THE FALCON AND THE WINTER SOLDIER. Firstly, Anthony Mackie’s character drives a 1998 Dodge Ram truck when back home in Louisiana. Carl Lumbly (as Isaiah Bradley) is seen driving a 1992 Dodge Dynasty and some police Dodge Chargers are in the final episode. This all added up to nearly two minutes of screen time.
Dodge also appears very frequently on-screen, whether in TV shows, movies or music videos. It was #22 on Concave’s 2020 list of the top 100 brands in film.
#6 UPT (United Parachute Technologies)
At number six, we find the most niche brand in this top 10: United Parachute Technologies.
In the first episode and the first action sequence, terrorists escape from a plane using wingsuits. Keen-eyed viewers will notice that these are Vector 3 wingsuits, which are manufactured by Florida-based UPT.
The brand had almost two minutes of screen time which was worth over 1.5 million dollars in exposure.
#5 Good Morning America / ABC
In the second episode, after removing his uniform from its Wallybag carrier and putting it on, Captain American 2.0 is presented to us through the lens of a Good Morning America Broadcast on ABC. The show and channel got around 30 seconds of high-quality exposure.
This narrative tool of using real channels and shows for exposition is widespread in TV and film. In HOUSE OF CARDS, for example, MSNBC and CNN ended up being the ninth and third most visible brands across the six seasons thanks to such integrations.
Chevrolet appeared in the form of Caprice police cruisers, Express vans, government Suburban SUVs and an array of background cars. The GM brand had over two minutes of screen time and, as such, was the most visible car brand in THE FALCON AND THE WINTER SOLDIER.
#3 Dell Technologies
Dell featured in five of the six episodes of THE FALCON AND THE WINTER SOLDIER. It appeared mainly in the form of laptops that were used by Falcon, his banker, Torres and GRC officials.
Dell is one of the biggest brands in film and TV. It was the #3 brand overall and the top computer brand in 2020 films.
It also appeared in most of the biggest shows in the world, including FBI, NCIS, SPACE FORCE, NEW AMSTERDAM, OZARK, KILLING EVE and 13 REASONS WHY.
In the second episode of THE FALCON AND THE WINTER SOLDIER, a fight sequence occurs on and around two Man trucks. As such, the brand got over two and a half minutes of screen time, worth almost three million dollars to date.
Although Man has occasional appearances in film and TV (it could be seen in TENET) it is one of the less common truck brands. Indeed, Peterbilt, GAZ, Iveco and Freightliner were all included in Concave’s top 100 brand list for 2020 movies.
Much like Apple was #1 brand in 2020 films, it was also the most visible brand in THE FALCON AND THE WINTER SOLDIER. It appeared in all six episodes, mainly in the form of mobile phones used by the main characters.
With almost four and half minutes of screen time, its logo visible sometimes, good product discernibly and the show’s excellent worldwide ratings, Apple’s product placement in THE FALCON AND THE WINTER SOLDIER was worth nearly 4.5 million dollars as of five days after the finale.
Other notable brands in THE FALCON AND THE WINTER SOLDIER included:
- David Clark headsets in the first and last episode/
- Nike clothing and shoes worn by Anthony Mackie and Carl Lumbly.
- Tiger and Heineken beer in episodes 1 and 5, respectively.
- Persol glasses are worn by the banker in episode 1.
- The motorcycles in episodes 3 and 6 were Hondas.
- BMW cars and bikes in episodes 1, 3 and 5.
- Emily VanCamp (as Sharon Carter) drives a 1968 Pontiac Firebird in episode 3 and uses an HTC phone throughout the season.
- Bucky uses a Handheld tablet in the first episode.
- Falcon wears Randolph Engineering sunglasses and his nephews wear Ray-Ban glasses.
- Microsoft, Lenovo, ViewSonic and Asus computers appear sporadically.
- Audi, Maserati and Lamborghini cars can be spotted in Madripoor during episode 3.
- Torres wears a Wilson watch and 5.11 Tactical gloves.
- Falcon wears New Balance shoes when at home in episode 1.
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