Austin Powers & the Delights of Product Integration

The Austin Powers series are obvious comedy films written and produced by Mike Myers as the title character, and directed by Jay Roach and distributed by New Line Cinema. The films mainly spoof the James Bond and other characters, and also incorporate other elements of pop culture.
The series blatantly incorporate different products throughout the films but it is in the second film, The Spy Who Shagged Me, released in 1999, that the audience is hit in the face with the many different products. Actually Mike Myer's comedic sytle is that the placements are not even subtle but down right ostentatious. Although the products are not always used in every scene, there are times when a product is shown more and it takes focus of the scene.

In the clip, we see Austin driving his "Shaguar" which is actually a Jaguar E Type and a XK8 convertible. Not seen in the clip but what is in the second movie, is Austin driving a modern Volkswagen Beetle convertible and Felicity Shagwell driving a 1963–1967 Chevrolet Corvette with a U.S.A. flag paintjob. Also in the car scene, is the obvious AOL mailbox and The Voice.
Although the AOL placement seems bad, the product integration gets much worse.Actually downright shameless.
The infamous Starbucks scene takes the cake. Not only is it on the Seattle Space Needle, but #2 speaks about Starbucks and how they invested in the pop culture hit. Typically it has nothing to do with the movie or the scene but it is "DELICIOUS".
Also in the clip is the famous Picadilly Circus which is basically London's Times Square which shows nothing but advertising for various products. Some times the characters are using the product or the products are simply in the background, but obviously from these few examples, the integration in the movie is prominent.
Another product placement that was used in the trilogy but is not in the clip, is Pepsi. Although Pepsi was only used a few times in the movies, for example during a fight scene involving Mini-Me, Austin Powers was apart of Pepsi Twist Campaign along with Brittney Spears.

It is not clear why these few products are integrated but it does let the audience aware of who the film was sponsored by. All of the placements are positive associations and are forever in history because the Austin Powers Trilogy are a staple in pop culture.

Personally the product integration is not distracting as it is part of the comedy of the movie, and its hard to say if the scenes are realistic simply because they come from the mind a comedic genius and most of the time geniuses are insane. The placement is outright in the face of the audience, however I doubt anyone would complain how it was out of place for the sheer hilarity of the movie and how outrageous the films are. Product integration has simply become apart of Austin Powers films.


For further information on the Top 10 worst movies for product integration, visit TheShiznit . Austin Powers is ranked #6.