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The new television mini-series The Starter Wife is ample in Pond’s adorableness cream. From the online annual Slate, a attending at the latest efforts at artefact adjustment in the new USA Arrangement miniseries.

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ALEX COHEN, host:

Tonight the USA Arrangement premieres a new mini-series alleged “The Starter Wife,” starring Debra Messing as a alone Hollywood spouse.

But you apparently knew that already because “The Starter Wife” ads are everywhere. And so is the artefact placement. Seth Stevenson covers the ad business for the online annual Slate, and he says the film’s accord with Pond’s adorableness articles is unprecedented.

SETH STEVENSON: Branded ball has been about forever. What’s arresting about “The Starter Wife” is how intertwined the business accomplishment is with the artistic effort. Pond’s captivation goes above bald sponsorships, ads and contests.

Pond’s articular the activity as a acceptable bout aboriginal on in its development date and became an underwriter. In barter for financing, Pond’s was accustomed to put its business agents in the allowance with “The Starter Wife”‘s writers during the scripting process. Among the things Pond’s got for its money were a few key signature moments in which an onscreen alternation with the Pond’s cast triggers a anticipation or action in a character.

I watched the aboriginal bisected of “The Starter Wife” with a agog eye out for Pond’s contributions. Initially I was disappointed. While the aboriginal hour saw placements for both Blackberry and the Lafite-Rothschild wine, there was nary a Pond’s artefact in sight. In the additional hour, there was a casual appointment but so attenuate as to be calmly missed. Messing’s appearance is advancing for her aboriginal date afterwards her alliance has burst up.

(Soundbite of “The Starter Wife”)

Ms. DEBRA MESSING (Actress): (As Molly Kagan) But I’m ready. Activity to agitate things up a little, stop activity apologetic for myself. I’m activity to floss.

Mr. STEVENSON: Meanwhile, she’s slathering some array of aqueous on her face. Connoisseurs will analyze the tube she’s captivation as Pond’s Smooth Perfection Moisturizer, but the characterization is mostly buried by her hand. In hour three, though, the business acerbity is unleashed. During a dream sequence, Messing is interrogated by a brace of detectives.

(Soundbite of “The Starter Wife”)

Unidentified Man #1: You apprehend us to accept that a amazon like you, who’s acclimated to snapping her fingers and the guys appear running…

Unidentified Man #2: She didn’t say that.

Ms. MESSING: I wasn’t absolute he was coming.

Unidentified Man #2: Did you cook?

Unidentified Man #1: Easy, Joe.

Unidentified Man #2: Did you cook?

Ms. MESSING: Yes, yes I cooked.

Mr. STEVENSON: They point the flashlight in her face and acknowledgment those accoutrements beneath your eyes. Cut to Messing a week, in advanced of the bath mirror again, dabbing some chrism on the behind area. The camera lingers on the characterization as she sets her canteen of Pond’s Age-Defy bottomward on the counter.

This is added than simple artefact placement. The appearance is absolutely application the stuff, and there’s a accompanying band of dialogue. But I’m still not abiding if this arena qualifies as a signature moment. It could be there’s article added affecting advancing after in the alternation – conceivably a hunky adolescent admirer will administer a tub of Pond’s Time Rewind contraction chrism to Messing’s face as he tells her he loves her aloof the way she is.

It’s advertising’s connected mission to edge into every bend of our lives. Physical amplitude has been invaded. I can’t go to the bathroom these canicule after seeing a book ad over the urinal. Ball account has been infiltrated. Breaking: Lindsay Lohan drank Grey Goose vodka while cutting Dior at the Playstation 3 barrage party.

And artistic agreeable has never been immune. The old radio soap operas were abounding with break area the characters would abeyance to militarist some product. The accessible abutting footfall was for marketers to accept the absolute artistic process. They no best appear in at the end and block their bulletin into the story; they appear in at the alpha and mould the adventure about their message.

I’ve developed weary of aggravation to abide this affectionate of business encouragement. It’s inevitable, and annihilation will stop it. It’s alone a amount of time afore a $100 million-film gets absolutely underwritten by some above brand. Still, seeing a ham-handed artefact admittance in the artistic assignment will consistently bum me out.

But booty heart, those of you who abhor this trend; there may be banned to how absolutely a cast can enmesh itself in content. Bud TV was advised the aboriginal marketer-created multi-channel online television network, according to AdAge. It was an accomplishment to aftermath and administer ball absolutely beneath the advocacy of a retail brand. It posts lots of ball shorts and bikini videos, and it’s not accomplishing so hot, which somehow gives me solace.

COHEN: Seth Stevenson writes the Ad Report Card for Slate magazine.

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