A few days ago, I wrote about some shameless examples of terrible product placement ads in “Days of Our Lives.” Here’s an example of product placement being integrated a little more smoothly: in this scene from Monday night’s “Castle,” Nathan Fillion’s character advances the plot by using voice-cued Bing on his Windows Phone 7.
The OS has encountered similar heroism on FOX’s ‘Bones,’ where Dr. ‘Bones’ Brennan gets a text on her WP7 device during an interrogation. Before that, WP7 appeared on CBS’ ‘Hawaii Five-O,’ where a character actually told another to “Bing it,” when referring to a search. Microsoft is obviously trying to achieve a ubiquitous verb-form of their brand, as there is with Google (i.e. “Google it”). [Phone Arena]
While the product-whoring in the video above is obvious, I don’t find it too blatant (although, interestingly, Castle had previously used an iPhone on the show). As long as the product is used sensibly within the story’s structure, I don’t mind the occasional bit of advertising slipping into my television programs — after all, I’m practically encouraging the practice by fast-forwarding through commercials on my DVR. And I couldn’t be happier about it. Suck a moldy dildo, commercials.