Latest news with #ClearScore
The Irish Sun
16-07-2025
- Entertainment
- The Irish Sun
Hollyoaks rapped by Ofcom over ‘shameless' scenes that left fans fuming
HOLLYOAKS has been rapped by Ofcom after airing 'shameless' product placement that viewers slammed as blatant advertising. The Channel 4 soap breached two broadcasting rules when it featured the Advertisement 4 Hollyoaks has been rapped by Ofcom after airing 'shameless' product placement Credit: Channel 4 The financial tech brand was name-checked in dialogue and prominently shown on screen. Now, media regulator Ofcom has upheld those concerns, ruling the segment broke guidelines around undue prominence and promotional content. Rule 9.10 of the broadcasting code states that "references to placed products, services and trade marks must not be unduly prominent", while Rule 9.9 adds they "must not be promotional". In the episode, Ste Hay — played by Kieron Richardson — is seen discussing the app with his son Lucas, portrayed by Oscar Curtis, as they consider buying a new laptop. Advertisement read more on HOLLYOAKS Ste pulls out his phone, opens the ClearScore app, and explains: 'See this? They've shown me some options – based on my financial situation and it looks like I can get you that laptop for your studies.' He then tells Lucas: 'I really want you to make a go of this, Lucas – (gesturing to the ClearScore app on his phone) and these guys are going to help me make it happen.' The regulator concluded the segment felt more like a demonstration than a natural part of the storyline — and effectively acted as a promotion for the brand. Channel 4 admitted the app was featured as part of a product placement deal, separate to ClearScore's existing sponsorship of the show. However, it insisted the inclusion was 'editorially justified'. Advertisement Most read in Soaps Exclusive Exclusive In a submission to Ofcom, the broadcaster said: 'Part of the sponsorship and product placement agreements [was that] potential integrations into existing storylines were proposed to ClearScore by the programme editorial team, in consultation with the programme compliance team.' It also stressed: 'ClearScore had no editorial input into the storyline of the programme.' Hollyoaks reveals Ethan's murderer after he was pushed over a balcony on his wedding day The plot at the time revolved around Ste rebuilding his family life after losing a partner and spending a year in a coma. Channel 4 said his return to work and efforts to reconnect with his son were central themes — with financial struggles part of the arc. Advertisement But Ofcom wasn't convinced. It concluded that the references to ClearScore exceeded what was justified by the storyline and became promotional in nature. A Channel 4 spokesperson responded to the ruling: 'We acknowledge Ofcom's decision and will review its findings carefully. Our compliance responsibilities are of paramount importance to us and we will continue to engage with Ofcom and our partners to ensure our content remains compliant.' The moment also sparked fury online, with some fans complaining over the blatant advertising. 4 Fans were stunned when a huge advert flashed up on their screen during the soap Credit: Channel 4 Advertisement 4 Ste was seen checking a credit app Credit: Channel 4 4 The scene showed him using the app to determine if he could afford to buy son Lucas a laptop Credit: Channel 4 One viewer wrote at the time: "Not the ClearScore ad in #Hollyoaks, couldn't have been more obvious if they tried." Another reacted to the scene, saying: 'Ste and this ClearScore product placement is so weird.' Advertisement Meanwhile, a third viewer shared their frustration: "Is the ClearScore advert really starting to aggravate anyone else or is it just me?" A spokesperson for Channel 4 said that all of the product placement on Channel 4 programming adheres to the relevant regulation, and is not connected to show budgets. They added: 'Product placement is a long established part of many TV shows, as well as content on other platforms. ClearScore is a natural fit with Hollyoaks which attracts viewers who, like the show's beloved characters, face financial challenges in the current economic climate.' Channel 4 announced the ClearScore sponsorship last year, with the partnership going live in October. Advertisement The deal includes ClearScore idents across Hollyoaks episodes on E4, Channel 4, and streaming platforms, as well as ads on Channel 4's YouTube channel. The agreement, brokered by Medialab and creative agency And Rising, also includes in-show product placement as part of the licensing arrangement. Hollyoaks has previously been known for addressing serious social issues, and the addition of product integration comes amid wider industry budget pressures. Budget cuts at the corporation has seen the episode order slashed to just three 20 minute episodes per week and a mass cull of cast and crew. Advertisement In September, it aired a dramatic year-long time jump to explain the huge changes to the cast and relaunch the show as a three-nights a week soap. An insider said: "There's a worry high profile cast members may see this as an opportunity to leave the show. "While they're all very supportive of the soap, the reduced budget and seeing friends and colleagues leave after so many years takes its toll." From Hollyoaks to Hollywood James Corden played a caretaker in the early days of the soap. The former Since his short-lived time on the show he has gone on to bigger things including smash hit comedy Rachel Shenton joined the soap as aspiring glamour model Mitzeee Minniver in 2010. Over two years her character was sent to prison, got pregnant and had a number of romantic affairs. Since leaving Hollyoaks she has won an Rachel has also starred in White Gold and All Creatures Great and Small Emmett J. Scanlan played gangster turned anti-hero Brendan Brady. Emmett played the love interest of Steve Hayes, with their romance delighting fans until it turned violent. Since his departure Emmett has appeared in Emma Rigby joined Hollyoaks when she was 15 as Hannah Ahsworth. Hannah's eating disorder storyline was the first of it's kind on TV while other plots included being caught in a fire, gangland drug dealing and running away. Since leaving the soap in 2010 Nico Mirallegro got his big break with Hollyoaks starring as emo Barry 'Newt' Newton. He left the soap in 2010 and went on to star in My Mad Fat Diary, Our Girl, Rillington Place, The Ark and Common, Penance, as well as the Mike Leigh movie Peterloo and was nominated for a Bafta for his role in period drama The Village. Ricky Whittle used Hollyoaks as a stepping stone to break America. He played one of the soap's resident hunks, Calvin Valentine, from 2006 to 2011 - when he was killed off at his wedding. He also appeared in Strictly Come Dancing in 2009. Warren Brown joined Hollyoaks in 2005 for a year as evil Andy Holt. His stint on the show consisted of date rape storylines and a crime spree, before eventually being killed off. After leaving Hollyoaks, Warren became a big hitter in TV playing DS Justin Ripley in Luther, as well as major roles in a number of dramas including Liar, Wallis Day played Holly Cunningham in the soap for years before leaving. In 2021
The Sun
16-07-2025
- Entertainment
- The Sun
Hollyoaks rapped by Ofcom over ‘shameless' scenes that left fans fuming
HOLLYOAKS has been rapped by Ofcom after airing 'shameless' product placement that viewers slammed as blatant advertising. The Channel 4 soap breached two broadcasting rules when it featured the ClearScore app during a February 18 episode. 4 The financial tech brand was name-checked in dialogue and prominently shown on screen. Now, media regulator Ofcom has upheld those concerns, ruling the segment broke guidelines around undue prominence and promotional content. Rule 9.10 of the broadcasting code states that "references to placed products, services and trade marks must not be unduly prominent", while Rule 9.9 adds they "must not be promotional". In the episode, Ste Hay — played by Kieron Richardson — is seen discussing the app with his son Lucas, portrayed by Oscar Curtis, as they consider buying a new laptop. Ste pulls out his phone, opens the ClearScore app, and explains: 'See this? They've shown me some options – based on my financial situation and it looks like I can get you that laptop for your studies.' He then tells Lucas: 'I really want you to make a go of this, Lucas – (gesturing to the ClearScore app on his phone) and these guys are going to help me make it happen.' The regulator concluded the segment felt more like a demonstration than a natural part of the storyline — and effectively acted as a promotion for the brand. Channel 4 admitted the app was featured as part of a product placement deal, separate to ClearScore's existing sponsorship of the show. However, it insisted the inclusion was 'editorially justified'. In a submission to Ofcom, the broadcaster said: 'Part of the sponsorship and product placement agreements [was that] potential integrations into existing storylines were proposed to ClearScore by the programme editorial team, in consultation with the programme compliance team.' It also stressed: 'ClearScore had no editorial input into the storyline of the programme.' Hollyoaks reveals Ethan's murderer after he was pushed over a balcony on his wedding day The plot at the time revolved around Ste rebuilding his family life after losing a partner and spending a year in a coma. Channel 4 said his return to work and efforts to reconnect with his son were central themes — with financial struggles part of the arc. But Ofcom wasn't convinced. It concluded that the references to ClearScore exceeded what was justified by the storyline and became promotional in nature. A Channel 4 spokesperson responded to the ruling: 'We acknowledge Ofcom's decision and will review its findings carefully. Our compliance responsibilities are of paramount importance to us and we will continue to engage with Ofcom and our partners to ensure our content remains compliant.' The moment also sparked fury online, with some fans complaining over the blatant advertising. 4 4 4 One viewer wrote at the time: "Not the ClearScore ad in #Hollyoaks, couldn't have been more obvious if they tried." Another reacted to the scene, saying: 'Ste and this ClearScore product placement is so weird.' Meanwhile, a third viewer shared their frustration: "Is the ClearScore advert really starting to aggravate anyone else or is it just me?" A spokesperson for Channel 4 said that all of the product placement on Channel 4 programming adheres to the relevant regulation, and is not connected to show budgets. They added: 'Product placement is a long established part of many TV shows, as well as content on other platforms. ClearScore is a natural fit with Hollyoaks which attracts viewers who, like the show's beloved characters, face financial challenges in the current economic climate.' Channel 4 announced the ClearScore sponsorship last year, with the partnership going live in October. The deal includes ClearScore idents across Hollyoaks episodes on E4, Channel 4, and streaming platforms, as well as ads on Channel 4's YouTube channel. The agreement, brokered by Medialab and creative agency And Rising, also includes in-show product placement as part of the licensing arrangement. Hollyoaks has previously been known for addressing serious social issues, and the addition of product integration comes amid wider industry budget pressures. Budget cuts at the corporation has seen the episode order slashed to just three 20 minute episodes per week and a mass cull of cast and crew. In September, it aired a dramatic year-long time jump to explain the huge changes to the cast and relaunch the show as a three-nights a week soap. An insider said: "There's a worry high profile cast members may see this as an opportunity to leave the show. "While they're all very supportive of the soap, the reduced budget and seeing friends and colleagues leave after so many years takes its toll." From Hollyoaks to Hollywood James Corden played a caretaker in the early days of the soap. The former American TV host doesn't have much positive to say about his time on the soap, claiming it was "hell on earth." Since his short-lived time on the show he has gone on to bigger things including smash hit comedy Gavin and Stacey. Rachel Shenton joined the soap as aspiring glamour model Mitzeee Minniver in 2010. Over two years her character was sent to prison, got pregnant and had a number of romantic affairs. Since leaving Hollyoaks she has won an Oscar for best live action short film, The Silent Child. Rachel has also starred in White Gold and All Creatures Great and Small Emmett J. Scanlan played gangster turned anti-hero Brendan Brady. Emmett played the love interest of Steve Hayes, with their romance delighting fans until it turned violent. Since his departure Emmett has appeared in Peaky Blinders, The Fall, Gangs of London and even appeared in Guardians of the Galaxy Emma Rigby joined Hollyoaks when she was 15 as Hannah Ahsworth. Hannah's eating disorder storyline was the first of it's kind on TV while other plots included being caught in a fire, gangland drug dealing and running away. Since leaving the soap in 2010 Emma has gone on to star in ABCs Once Upon a Time in Wonderland as the Red Queen. Other roles include guest appearances in Death In Paradise, Ripper Street and Fresh Meat Nico Mirallegro got his big break with Hollyoaks starring as emo Barry 'Newt' Newton. Nico's main storyline in the soap was developing schizophrenia which culminated in a suicide pact. He left the soap in 2010 and went on to star in My Mad Fat Diary, Our Girl, Rillington Place, The Ark and Common, Penance, as well as the Mike Leigh movie Peterloo and was nominated for a Bafta for his role in period drama The Village. Ricky Whittle used Hollyoaks as a stepping stone to break America. He played one of the soap's resident hunks, Calvin Valentine, from 2006 to 2011 - when he was killed off at his wedding. After leaving the soap Ricky cracked America starring in teen drama The 100 and America Gods. He also appeared in Strictly Come Dancing in 2009. Warren Brown joined Hollyoaks in 2005 for a year as evil Andy Holt. His stint on the show consisted of date rape storylines and a crime spree, before eventually being killed off. After leaving Hollyoaks, Warren became a big hitter in TV playing DS Justin Ripley in Luther, as well as major roles in a number of dramas including Liar, The Responder, Homefront and Good Cop. Wallis Day played Holly Cunningham in the soap for years before leaving. In 2021 Wallis won the role of Batwoman in DC's series, taking over from Ruby Rose.
Metro
16-07-2025
- Entertainment
- Metro
Controversial Hollyoaks scene that stunned fans breached two Ofcom rules
A Hollyoaks scene featuring soap legend Kieron Richardson has been found to have breached two Ofcom rules. The broadcasting regulator stepped in to investigate the Channel 4 serial after product placement was used during an episode in February. A direct reference to the credit checking company ClearScore – which was previously the show's sponsor – was made by Kieron's character Ste Hay. In a conversation with his son Lucas (Oscar Curtis), he whipped out his phone and opened the app, exclaiming: 'See this? They've shown me some options based on my financial situation, and it looks like I can get you that laptop for your studies!' He was then seen to scroll through various features that the company offers, before adding: 'I really want you to make a go of this, Lucas. These guys are going to help me make it happen.' Product placement is allowed, though the guidelines in Rule 9.10 state that it shouldn't be 'unduly prominent'. Ofcom also cited Rule 9.9, which states that 'references to placed products, services and trade marks must not be promotional.' Fans were quick to pick up on the references, with one writing on X: 'The ClearScore product placement on Hollyoaks is insane. Ste was doing the most this week.' Another added: 'Not ANOTHER ClearScore ad.' According to the report, Channel 4 has confirmed that the references were made in relation to a deal with the company, which was separate from their overall sponsorship. The broadcaster also stated that the references were 'editorially justified' within the programme, and that 'part of the sponsorship and product placement agreements, potential integrations into existing storylines were proposed to ClearScore by the programme editorial team, in consultation with the programme compliance team.' They added: 'ClearScore had no editorial input into the storyline of the programme.' Their response went on to claim that as Ste was trying to rebuild his life after the death of his husband James Nightingale (Gregory Finnegan) and over a year spent in a coma, he was looking for ways to support his family. Want to be the first to hear shocking EastEnders spoilers? Who's leaving Coronation Street? The latest gossip from Emmerdale? Join 10,000 soaps fans on Metro's WhatsApp Soaps community and get access to spoiler galleries, must-watch videos, and exclusive interviews. Simply click on this link, select 'Join Chat' and you're in! Don't forget to turn on notifications so you can see when we've just dropped the latest spoilers! Ofcom concluded their report by saying that the scene was a clear 'demonstration' into how to use the app, rather than an off the cuff reference. More Trending In response to the outcome, a Channel 4 spokesperson said: 'We acknowledge Ofcom's decision and will review its findings carefully. 'Our compliance responsibilities are of paramount importance to us and we will continue to engage with Ofcom and our partners to ensure our content remains compliant.' View More » Hollyoaks continues tonight at 7pm on E4. If you've got a soap or TV story, video or pictures get in touch by emailing us soaps@ – we'd love to hear from you. Join the community by leaving a comment below and stay updated on all things soaps on our homepage. MORE: TV fans can't stop watching show that's 'so bad it's brilliant' MORE: Blind date takes a cheeky turn as woman, 58, announces plans to 'snog' 24-year-old MORE: The Hollyoaks moment Tom Cunningham returns after a year – but with a twist
Daily Mirror
15-07-2025
- Entertainment
- Daily Mirror
Hollyoaks breached Ofcom rules over promotion of fintech app in one episode
Ofcom has found that Channel 4 soap Hollyoaks breached its rules by promoting a financial technology app in an episode of the soap Hollyoaks has fallen foul of two Ofcom regulations following its promotion of a financial technology application within the programme, the watchdog has determined. An instalment of the Channel 4 drama came under scrutiny after ClearScore, the show's sponsor, received both spoken and visual mentions during the broadcast. The broadcasting authority concluded that the product integration violated two separate guidelines - firstly Rule 9.10 concerning excessive prominence, which stipulates that "references to placed products, services and trade marks must not be unduly prominent". The second infringement involved Rule 9.9 regarding promotional content, which declares that "references to placed products, services and trade marks must not be promotional". The controversial product placement featured in the February 18 episode, where Kieron Richardson's character Ste Hay discussed the application with his son Lucas Hay, portrayed by Oscar Curtis, whilst considering purchasing a laptop. Viewers witnessed Ste retrieving his mobile device, displaying the ClearScore application prominently on screen whilst demonstrating its various features and capabilities before telling Lucas: "See this? They've shown me some options – based on my financial situation and it looks like I can get you that laptop for your studies." He continued: "I really want you to make a go of this, Lucas – (gesturing to the ClearScore app on his phone) and these guys are going to help me make it happen." The report revealed that the broadcaster acknowledged the references were made due to a product placement agreement, separate from an arrangement with the company sponsoring the soap. Channel 4 informed the regulator that the references were editorially justified and clarified that "part of the sponsorship and product placement agreements, potential integrations into existing storylines were proposed to ClearScore by the programme editorial team, in consultation with the programme compliance team." ClearScore had no editorial input into the storyline of the programme". Channel 4 further explained that Ste's character was central to the plot at the time, as he was attempting to rebuild his family after the death of a partner and spending a year in a coma. The broadcaster added: "part of this storyline (was) his return to work to support his family, which (included) rebuilding his relationship with son Lucas and providing for him". The investigation concluded that the references exceeded its editorial justifications for the storyline and became more of a "demonstration" of how to use the app rather than a passing remark. Ofcom also determined that the references were promotional as they described and demonstrated how to use the app, thereby promoting the brand. A Channel 4 representative has acknowledged the regulator's verdict, stating: "We acknowledge Ofcom's decision and will review its findings carefully. Our compliance responsibilities are of paramount importance to us and we will continue to engage with Ofcom and our partners to ensure our content remains compliant".
Telegraph
15-07-2025
- Entertainment
- Telegraph
10 scenes ruined by ridiculous product placement
When you go to the cinema or turn on your television, chances are that you are going to have something sold to you, ideally very subtly, while you watch it. There is a reason why technology and luxury goods companies pay millions to have their products displayed on screen, and that is because this kind of subliminal advertising is supposed to work. However, sometimes they overstep the mark, which is deemed to be what happened when Channel 4 soap Hollyoaks was deemed to have breached Ofcom's rules after an episode made both verbal and visual reference to the financial services app ClearScore. Of course, the advertisement of goods on-screen in film and television has existed since the medium came into being, and, at its best, can transform the fortunes of a product. Sales of Ray-Ban Aviator sunglasses soared after Tom Cruise wore them in Top Gun (and its sequel), and after M&Ms refused to allow their sweets to be used on-screen in ET, Reese's Pieces were only too happy to oblige instead. They duly reaped the benefits of their confectionery becoming every child's go-to treat that summer. Put the right product in the right film or series in the right context, and the results can be stellar. Get it wrong, however, and it can either be humiliating, bizarre or both. It was not for nothing that both Wayne's World and Arrested Development had some of their best jokes revolving around the egregious promotion of on-screen products, and audiences now are savvier than ever about being given the hard sell through cynically thought-out marketing schemes. Here are 10 occasions when the product placement went that bit too far, and the picture or show suffered as a result. Wings (1927) The first film to win Best Picture at the Oscars was a silent aeronautical epic that introduced many cinematic precedents, including a pioneering use of product placement that now seems comically on-the-nose. Although it was not the first picture to contain an advertisement of a commercially available product (that would be 1920s short film The Garage, with Red Crown petrol), there is a scene in which a young Gary Cooper, playing the Tom Cruise-Maverick character of his day, firstly impresses two would-be pilots by telling them about his daredevil antics, and then produces a bar of Hershey's chocolate. The full-screen close-up, with the camera lingering on the chocolate just that bit too long, established a more unwelcome trend that continues to this day. Mac and Me (1988) McDonald's and its wares has been found in countless films, not least those aimed at children, and the fast food giant is all too aware of the power of the commercial tie-ins that it specialises in. However, the worst picture that it has ever been associated with is almost certainly the dismal E.T rip-off Mac and Me, which focuses on the friendship between a young boy and a 'Mysterious Alien Creature' (or MAC) but in fact seems to exist as an extended advertisement for the Golden Arches, to say nothing of Coca-Cola. How else to explain a bizarre, almost horrific extended scene at a McDonald's establishment, complete with a terrifying Ronald McDonald himself dancing madly? Still, its producer RJ Louis – a former advertising executive who worked on McDonald's campaigns – could at least proudly boast that he was 'still the only person in the universe that ever had the exclusive motion picture rights to the McDonald's trademark, their actors, their characters and the whole company'. Yes, and Mac and Me – a film in which a child in a wheelchair flies off a cliff – is the miserable result. You've Got Mail (1998) Back in 1998, Starbucks was still a relatively hip coffee chain that had pioneered initiatives like jazz being played in their stores, exotic iced drinks with names like 'Frappuccino' and comfy sofas to lounge on. All well and good, but none of this excuses the sheer ubiquity of its name-checking and on-screen presence in the Meg Ryan-Tom Hanks romantic comedy You've Got Mail. For a film about the struggle of the quirky independent (Ryan's bookstore owner) against The Man (Hanks's bookshop chain owner), there is an awful lot of emphasis on them all visiting Starbucks (yes, including Ryan, who is otherwise vociferously anti-corporations). In a line that has become duly (in)famous, Hanks's character has a mini-monologue about how the coffee chain specialises in being all things to all men, ending with a remarkable line reading of the words 'Tall. Decaf. Cappuccino!' Cast Away (2000) Hanks must have enjoyed his experience of acting alongside commercial products, because one of his next big roles came a couple of years later when he played FedEx systems analyst Chuck Noland, who is shipwrecked when a FedEx cargo plane crashes and must fend for himself on an uninhabited tropical island. While the film attracted much attention for the Wilson volleyball who becomes a mute companion of sorts to Noland, its central message – that Noland will ensure that the last surviving FedEx package will eventually make it to its destined recipient – means that the film (which has not endured especially well) ultimately plays out as the longest, most expensive FedEx advert ever made. It is almost a surprise, when the end credits begin, not to hear a voiceover deliver the parting line: 'FedEx: getting you your deliveries, whatever the circumstances.' Casino Royale (2006) Daniel Craig and Martin Campbell rebooted the Bond franchise for an edgier, post-Bourne audience, and the results are still terrific. Less tremendous, however, is the sheer amount of product placement on show, as if producers Barbara Broccoli and Michael G Wilson had taken fright at the potential cost of making an 007 film and had chosen to offset their expense against as many on-screen commercial partners as possible. You'll find everything from Heineken to Virgin Atlantic here, but there are a couple of truly excruciating moments, whether it's Bond driving, of all things, a Ford Mondeo, or the scene in which, asked by Eva Green's Vesper Lynd if he's wearing a Rolex, he replies 'Omega', only for Vesper to purr 'Beautiful.' Apparently the various advertisers paid $100 million to have their wares displayed on screen. For a franchise often (and rightly) criticised for its over-reliance on commercial tie-ins, this was a scheme worthy of a Bond villain. Jack and Jill (2011) In his memoir Sonny Boy, Al Pacino candidly explained the peculiar circumstances by which he came to play himself in the disastrous Adam Sandler 'comedy'. 'Jack and Jill was the first film I made after I lost my money. To be honest, I did it because I didn't have anything else. Adam Sandler wanted me, and they paid me a lot for it. So I went out and did it, and it helped.' Sandler (who Pacino calls 'a great actor and a hell of a guy') may have saved the great actor's bacon, but it was a different kind of foodstuff that features in the film's most peculiar scene. Pacino, in full 'Hoo-ha!' mode, over-enthusiastically promotes Dunkin' Donuts new drink, the Dunkaccino, at Sandler's behest. Announcing that his name is now 'Dunk', Pacino raps away, misquoting famous lines from his earlier films ('You want creamy goodness, I'm your friend/Say hello to my chocolate blend') and humiliating himself beyond measure. When Pacino, watching the commercial's playback, remarks to Sandler, in character, 'Burn this…this must never be seen by anyone', you can only wish that his request was followed. Transformers: Age of Extinction (2014) You would struggle to mount a defence of any of Michael Bay's Transformers films on artistic grounds – they are, after all, loud and imbecilic pictures aimed at pubescent boys that are intended to sell toy robots- but the sheer level of on-screen shilling that goes on during the miserable fourth instalment took excess to new depths. During its interminable 165 minute length, no fewer than 55 brands are featured on screen, most obviously Bud Light and Victoria's Secret, and Bay's background in advertisements is clear from the lingering close-ups that he gives every one of these products. Nearly every one, that is. Hilariously, it came out in 2016 that the Chinese company Wulong Karst Tourism were suing the producers for $27million on the grounds that their logo was not displayed prominently enough in the finished film, a reminder that this monstrosity was made during that brief, bizarre period when Hollywood desperately sucked up to China. In this instance, clearly not effectively enough. Sherlock (series 4, 2017) This is less offensive or annoying than many of the other examples, and more simply jarring. By the fourth series of the much-admired Cumberbatch-Freeman Sherlock Holmes revamp, it was clear that the show was not operating in the same way that most BBC series did, and so the usual Beeb rules of not using recognisable technological products (ie Apple's iPhones) did not apply. Therefore, we are shown Cumberbatch's Sherlock using a then-modish iPhone 6S, which, viewers are invited to infer, is the technological equivalent of the great detective's legendarily wide-ranging brain. It's not so much horrible, as just a bit forced. One half-expects the great detective to ask 'Siri, how do I solve this particular case?' Ted Lasso (2020- ) It is obviously unfair to criticise Apple for asking that their products be included in series that they have funded at enormous cost to themselves, and many people are enormously fond of the big-hearted comedy-drama Ted Lasso, with Jason Sudeikis as the sunniest football coach you could ever hope to meet. It's just a shame, then, that the product placement here is ladled on with a trowel. Virtually every single scene features a character wielding an iPhone or a MacBook, checking out something on an iPad or watching an Apple-branded monitor. And the software gets a big plug, too. When Ted's chatting to his son back home in the United States, what's his method of choice? FaceTime, naturally; Zoom doesn't get much of a look in here. Incidentally, Apple will only allow their products to be used for non-villainous characters, so Anthony Head's dastardly rival football club owner doesn't get a look in. Barbie (2023) Greta Gerwig's feminist toy fantasia was a huge box office hit and critically acclaimed, not least because it was thought to subvert its potentially tacky consumerist message with a deep strain of self-aware humour. (See, for instance, Rob Brydon being introduced in his micro-cameo not as the notorious 'Sugar Daddy Ken' but as 'Sugar's Daddy, Ken'.) However, it also functions as a two-hour advertisement for Mattel and the Barbie character. Despite its satirical nods at Mattel's patriarchal set-up, it's also a picture that is very keen to sell expensive merchandise to its audience, ranging from Tag Heuer watches to women's Birkenstocks. And when Ryan Gosling's scene-stealing Ken turns up at the end in a hoodie emblazoned with the term 'I am Kenough', it is no great stretch to imagine the sweater's £58 price tag becoming part of an incredibly expensive post-film shopping trip.
