Film: Men in Black 3
Total Products/Brands Spotted: 22
Standout Placement: Ford Taurus
Most Memorable Placement (positive): Glamour magazine
Most Memorable Placement (negative): Ford Taurus
Overall Product Placement Integration Grade (1-10): 5
Comments: Continuing the trend we noted a year ago with X-Men: First Class, the third installment in the Men in Black franchise — the world's new #1 movie — sets a good position of its action (and its viral marketing) decades back, cashing in on the 1960s craze. This setting allows for period-appropriate product placement such as one for Hamilton watches and placement gags involving Glamour magazine, Rolaids, the New York Mets and Viagra.
But the real star of the show is Ford, which is once again launching its Taurus with a sci-fi film.
From the first scene, the all new Ford Taurus puts its badge on Men in Black 3 as the new car of earth's famous secret alien police squad.
It's a transition back to Ford for the franchise. The original film famously featured the Ford Crown Victoria, which Will Smith's character Agent J summed up as a "Ford P.O.S." Translation, a Ford "piece of s**t." The joke was that the Ford P.O.S. was in disguise.
For the second film in 2002, the Men in Black were wooed away from Ford by heavy spender Mercedes Benz.
Interestingly enough, the "black guys always get pulled over joke" from Men in Black 2 is recycled for Men in Black 3.
Ten years later, and Ford is back as the standard issue auto of the Men in Black.
Ford's Taurus also found a starring role in the music video of the film's official song by Pitbull, "Back in Time."
The blurred out label on the bottle means Belvedere vodka, unlike Ford, was deemed unfit for a PG-13 film.
Men in Black 3 is the second sci-fi action film Ford Taurus has used as a coming out party. Back in 1987, the Ford Taurus wowed audiences with its sleek look as the car of the future in Robocop.
Of course, by 2000 Ford found its Taurus in roles as more the comic relief than the action star. For example, in Meet the Parents, famously milquetoast Gaylord "Gregg" Focker raves about how he wanted to "go all out, and pop for the full-size" Taurus.
So, a dozen years from now, will we again see the a whole new version of the Taurus relaunched in a film? Maybe Transformers 8?
For more on product placement in the #1 movies, visit the Brandcameo database.