Is David Letterman a Corporate Shill?

Posted by in Advertising, Television

While David Letterman isn’t as prolific as Jay Leno with his in-show hawking, Letterman does shower his opening monologues with products. Applebee’s and Hooters are frequent mentions. But very often, Letterman will name a product and speak of it in a way that is reminiscent of a commercial. Watch how Letterman names KOA at the 0:10 mark and starts talking about KOA’s electrical hookup, swimming pools, and vending machines. (Paul Shaffer is heard reinforcing this by responding, “They have everything you need.”) Later, in the same show, Letterman’s writers have embedded StairMaster into a joke. Letterman is also given the opportunity to drop a few products during the Stupid Pet Tricks segment. Presumably, the chihuahua was chosen not because of the trick, but in order for Letterman to offer the crack about the Taco Bell chihuahua.

One fishy quality on Late Show (and not even Leno does this quite so explicitly with his guests) is the way that products enter into these interviews. We’ll see a particularly offensive example of a product within an interview in a future segment of the “Corporate Shill” series which I’ll be unloading later in the week. But for the moment, observe how The Mentalist star Simon Baker drops Kmart and Mars Bar into his story. Why can’t Baker simply say that his mother worked as a security guard? And why does Baker say “Mars Bar” instead of “candy bar?” Might it have something to do with the fact that Mars Inc is a major advertiser on Letterman? [UPDATE: A commenter points out that the Mars Bar was discontinued in the States in 2000, replaced by the Snickers Almond.]

But perhaps the most astonishing moment here is Prime Minister John Key pushing Cinnabon while reading the top ten list. As we shall see, world leaders are fair game for hawking products, often without knowing it.

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