RED NOTICE is finally here. The Netflix mega-blockbuster is packed with stars, action, jokes, and lots of product placement brands! Concave Brand Tracking combed through the action-comedy flick, recording every single brand that appeared, how long for and how visibly. Using this information, we first understood how much exposure RED NOTICE provided brands overall compared to other major Netflix movies. With nearly 70 different brands that received a total of 29 minutes of screen time, RED NOTICE provided more product placement exposure than ARMY OF THE DEAD (2021) and THE OLD GUARD (2020) but less than EXTRACTION (2020), FATHERHOOD (2021), EUROVISION SONG CONTEST (2020) and SPENSER CONFIDENTIAL (2020). This measure does not factor in viewership.
In terms of the value of this exposure, it will depend on RED NOTICE’s audience. But with Netflix already announcing that the film had the best first day of any release by the streaming service, it should surpass EXTRACTION as their most viewed movie. This would mean over 100 million views (as reported by Netflix) in the first four weeks. With 100 million views worldwide, RED NOTICE would provide the brands it features with around 40 million dollars in total advertising value.
But not all the brands got the same amount of exposure. Below we take a closer looks at the top 10 most visible brands in RED NOTICE:
#10 Armand de Brignac “Ace of Spades” champagne
Around two-thirds way through the film, Gal Gadot celebrates by popping a bottle of Armand de Brignac champagne. Also known as Ace of Spades champagne.
The brand was introduced to the world via product placement in Jay-Z’s 2006 music video SHOW ME WHAT YOU GOT. Armand de Brignac is today co-owned by Jay-Z and LVMH. While not as common as Moët & Chandon or Veuve Clicquot in films, the Ace of Space of bottles can be seen in films like OVERBOARD (2018), WHAT MEN WANT (2019), and PROMETHEUS (2012).
#9 G-Tender boats
At the end of RED NOTICE, Interpol descends on the film’s stars aboard seven G-Tender motorboats. This provided the brand with over a minute of screen time.
Concave Brand tracking has never recorded G-Tender in a major movie before.
Volkswagen features at the beginning of RED NOTICE in the form of a 1973 Station Wagon that crashes into Dwayne Johnson’s car as well as a background vehicle. Near the end, a couple of WW2 Volkswagen Kubelwagens take part in a car chase.
While not as visible in movies as the likes of Ford, Chevrolet, or Toyota, Volkswagen was the 20th most visible brand in 2020 movies and the 10th most visible car manufacturer. It appeared in 21 of the 50 most-watched films that year. Its most prominent placements were in PALM SPRINGS and VIVARIUM.
#7 Alfa Romeo
Alfa Romeo got a short but highly visible placement in the opening scene of RED NOTICE. Two police 2016 Alfa Romeo Guilias are seen charging through the streets of Rome, sirens blazing. The Rock then emerges from one of them on a mission to foil a museum robbery.
While the Stellantis-owned Italian brand has never made Concave’s top 100 brands in film list, it has had notable appearances in 6 UNDERGROUND (2019), THE UPSIDE (2019), ATOMIC BLONDE (2017), and QUANTUM OF SOLACE (2008).
Microsoft made a memorable appearance in the form of its Surface duo foldable tablet. It is showcased by Ryan Reynolds on the jet and then used by him and Johnson in their next heist.
At this rate, we can expect it to rank higher than in 2020, when it was the 28th most visible brand. This was thanks to integrations in BAD BOYS FOR LIFE, THE OLD GUARD, and THE WRONG MISSY, to name just a few.
#5 The North Face
In his first heist, Ryan Reynolds carries his loot in a bag from THE NORTH FACE. The brand gets over a minute and a half of both subtle and discreet screen time with its logo visible at times.
The North Face does not regularly appear in film, so this is a big deal for the brand. We have to go back to EVEREST (2015), ALVIN AND THE CHIPMUNKS: THE ROAD CHIP (2015) or NATIONAL TREASURE (2004) to find substantial integration by them.
Porsche gets a short but highly visible placement in RED NOTICE. While it only appeared on screen for a total of 33 seconds, it had one of the highest quality of exposures of any brand in the film. This was due to it mainly appearing in obvious and close-up shots.
Porsche was the 19th most visible brand and the 9th most visible car brand in 2020 movies. It achieved this with placements in five films, including BAD BOYS FORT LIFE. This integration was the 10th most successful of 2020.
Dell appeared in RED NOTICE as the computer brand of choice of Interpol. While it only had about one a half minutes of screen time in the film, it benefited from close-ups in which its logo was visible.
Dell is consistently one of the most visible brands in film. It has never ranked outside the top 10 brand list since we first published it in 2016. Dell was #3 on Concave’s list in 2020 with appearances in SPENSER CONFIDENTIAL, THE WRONG MISSY, UNDERWATER, THE MIDNIGHT SKY, and THE INVISIBLE MAN.
While Interpol used Dell computers, Gal Gadot computer brand of choice was Apple. Indeed, in a scene where she is seen hacking some bank accounts, an Apple MacBook Pro is visibly showcased. Dwayne Johnson also uses an Apple iPad in his first scene and Apple iPhones later on. The evil Sotto Voce (played by Chris Diamantopoulos) also uses an iPhone, which must be stolen during a mission.
Apple is also one of the top brands in film year in and year out. It was #1 in 2020 with placement in 30 of the 50 most viewed movies. Its best integrations were in THE WRONG MISSY, MY SPY, and HOLIDATE.
With over two minutes of screen time and a high level of visibility, Mercedes-Benz was the most visible brand in RED NOTICE. It got almost all of its exposure in the form of a 1931 Großer 770 that is discovered in a Nazi lair at the end of the film.
Mercedes-Benz was the 7th most visible brand in 2020 movies and the 4th most common car manufacturer on screen, behind only Ford, Chevrolet, and Toyota. Its most successful placements were in TENET, WONDER WOMAN 1984, and EXTRACTION.
Other notable brands
- In one of the first shots of the film, we see a Formlabs 3D printer being used to create a fake bejeweled egg as well as a Sony TV.
- Dwayne “The Rock” Johnson wears Ray-Ban sunglasses at the beginning and end of RED NOTICE. Gal Gadot is briefly seen wearing Versace sunglasses in a photo while Ryan Reynolds wears Oliver Peoples Cary Grant Sun shades at the film’s end.
- The Rock also wears a Breitling watch in the first part of the movie
- Dwayne Johnson uses a Coca-Cola can to dissolve the 3D printed egg soon after.
- Ryan Reynolds escapes from his first heist riding a Honda NC 50 Express moped.
- Ryan Reynolds is seen drinking his own brand of gin, Aviation Gin. It also appeared in FREE GUY, 6 UNDERGROUND, and even in his wife’s movie, A SIMPLE FAVOUR.
- The Rock also drinks his own brand of liquor, Teremana Tequila. This is the inaugural product placement by the brand that was only recently launched.
- The Rock is also seen to have an Alitalia plane ticket.
- Ryan Reynolds drinks a Hi-C juice box during a flight.
- He also wears a Suunto watch on one of the missions.
- Gal Gadot uses a ZERO Halliburton case to transport the egg in the middle of the movie.
- Ed Sheeran makes a cameo near the of the movie playing a Lowden Guitar. He has has his own sub-brand with Lowden.