We saw Prime Minster John Key on David Letterman’s show pushing Cinnabon while reading the Top Ten List. But what happens if you’re a world leader who appears on a late night program and you don’t even have a choice? Take Venezuelan President Hugo Chavez’s September 28, 2009 appearance on The Tonight Show. The production team grabbed a clip and decided to add subtitles featuring Subway products. Indeed, Conan O’Brien’s zeal for Subway is so strong that he interrupts jockey Joe Talamo, which you can see at the 0:47 mark. Does Conan just like Subway sandwiches or does he have a sponsor to appease?
This is the third video in the “corporate shill” series, which follows Jay Leno and David Letterman. In deciding whether or not Conan O’Brien fits the shilling bill, you may want to ask why O’Brien makes reference to two recent consumer events (The Gap founder dying and The Wizard of Oz DVD coming out this week) two nights in a row.
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.
You’d think that with a whopping 20 minutes carved out of an hour for commercials, the actual television program itself would be devoid of commercials, right? Not so. Jay Leno has a considerable preoccupation with naming products on his show (and, in the video above, interviewing the Wendy’s girl). The above video, featuring moments only from the September 25, 2009 episode of The Jay Leno Show, features blatant references to Cialis, Walmart, Photoshop, Waffle House, numerous tire companies, Wendy’s, and Microsoft’s Bing, calling into question the notion that The Jay Leno Show is an entertainment program. With all of these mentions, you’d think that Jay Leno was running a glorified infomercial.