Films that love to Brainwash

The world of product placement in films.

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Sahara: 19 Products and Brands

Sahara Cover
Trailer Courtesy Apple
Adventure has a new destination.

The Plot
Searching for a treasure on the Niger, Dirk Pitt thwarts the attempted assassination of a beautiful U.N. scientist investigating a disease that is driving thousands of North Africans into madness, cannibalism, and death. The suspected cause of the raging epidemic is vast, unprecedented pollution that threatens to extinguish all life in the world's seas. Racing to save the world from environmental catastrophe, Pitt and his team, equipped with an extraordinary, state-of-the-art yacht, run a gantlet between a billionaire industrialist and a bloodthirsty West African tyrant. In the scorching desert, Pitt finds a gold mine manned by slaves and uncovers the truth behind two enduring mysteries -- the fate of a Civil War ironclad and its secret connection with Lincoln's assassination, and the last flight of a long-lost female pilot....Now, amidst the blazing, shifting sands of the Sahara, Dirk Pitt will make a desperate stand -- in a battle the world cannot afford to lose!

Film Washing
A film with much hyped placements such as Jeep and Ray-Ban, Sahara contained a few surprises of the computer sort. While both Samsung and Apple laptops made appearances, it was Panasonic’s Toughbook we noticed most, seemingly perfect for the film’s theme.

Though a few of the placements in Sahara were well known before opening day, nothing in the film seemed forced at all. Jeep and Panasonic’s Toughbook were at home in the rough environments and the Ray-Bans looked great. The lead character’s devil-may-care persona was a perfect place for Sauza tequila and Doxa’s orange-faced watch shows why distinction can get you noticed.

In a film about polluted water, Sauza tequila, Budweiser and Coca-Cola are not surprising choices. Finally, the orange face of Doxa’s watches made the brand recognizable (an often difficult task for timepieces).

Brands that wash your brain: Apple, Budweiser, Calliope, Coca-Cola, Doxa, Ft. Worth Stockyards, Holland and Holland, intel, Jeep, Mercedes, Microsoft, Panasonic, Ray-Ban, Samsung, Sauza, Sony, TBF Thompson, USA Today, World Health Organization