CBS Gets Creative About Product Placement

May 25, 2018  •  Post A Comment

CBS has found a way to add a high-profile product placement to one of the network’s signature late-night segments. Variety’s Brian Steinberg reports that James Corden’s ride for last night’s “Late Late Show” installment of “Carpool Karaoke” was quietly arranged through a deal with Porsche.

The segment featured Corden tooling around L.A. with Maroon 5’s Adam Levine in a 2018 Cayenne Turbo. “The show’s Twitter feed promoted the car’s in-program appearance,” Steinberg notes.

“Under the aegis of host Corden and executive producers Ben Winston and Rob Crabbe, ‘Late Late Show’ has devised some of late-night’s most creative advertising partnerships,” the report adds. “The program features an on-set bar stocked with drinks from Heineken (in the past, the potables came from Anheuser-Busch). ‘Carpool Karaoke,’ however, has remained largely sacrosanct.”

Steinberg adds: “The only other advertisers to weave themselves into the segment were Coca-Cola and McDonald’s. In 2016, as part of an advertising agreement, Corden and guest Selena Gomez drove to a McDonald’s and sipped Coke products.”

Here’s last night’s “Carpool Karaoke” segment …

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