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Univision-GM Product-Placement Effort Rolls Out

Oct 29, 2010  •  Post A Comment

When the new Univision prime-time novela "Eva Luna" premieres Monday, it will feature three major product placements for General Motors’ products, according to The Hollywood Reporter.

GM isn’t the lone brand to be used in the program; Domino’s Pizza and T-Mobile are also going to be getting a big promotion.

As part of the story, the title character, Eva, works at an advertising agency and needs to create a campaign for GM’s Buick Regal. In addition to the Buick, two Chevrolets will be part of the GM promotion: the Cruze and the Traverse.

David Lawenda, Univision Communications president of ad sales and marketing, said of the GM connection, "We have just set a benchmark for what we can do in terms of integration in a prime-time dramatic production. We worked with (GM) to really weave their vehicles into the storyline as key characters with vivid roles and distinct personalities."

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