It’s Okay, It’s Love in product placement controversy
by awcoconuts
GT Production, the company behind SBS’s upcoming Wednesday-Thursday drama It’s Okay, It’s Love, is currently embroiled in controversy about the show’s potential use of embedded marketing. Reports have surfaced that an unnamed publishing company received a proposal from GT Production demanding ￦500,000,000 (roughly $470,000 USD) for placement of products within the drama, and for guaranteed usage of the product(s) by the leading and supporting actors.
A source from GT Production attempted to defuse the situation by saying, “This process is controlled by the PR agency, and the production side knows nothing about dollar amounts or what discussions have occurred.” Production will sometimes get involved with product placement, but typically, a PR agency will first solicit advertisers. Once the advertisers are on board, the PR and production teams then collaborate to fulfill advertising obligations. That sounds like that may have happened in this situation, with the production team unaware, at this stage, of the PR team’s wheelings and dealings.
The source indicated that the last time embedded marketing tactics were used, “We [the production] put the show above anything else. It is ridiculous to say that we would create a story about products or modify the story because of the need to advertise.”
GT Production said to a different news outlet, “While product placement is becoming increasingly popular, we are trying to abstain from product placement that would have a noticeable effect on the series. In particular, scriptwriter Noh Hee-kyung seeks purity, and she is firm about not letting [indirect advertising interfere with her writing].” The source expressed bewilderment at the report of the ￦500,000,000 offer, as the drama is still in the early development stage and nothing has been confirmed in terms of product placement.
Holy drama. Well, it is a lot of money, but as we know, product placement in dramas is highly effective (case in point: Chun Song-yi’s lip gloss in You From Another Star). The controversy seems a bit premature, and, if the products can be worked subtly into the drama (the lead actors schilling motor oil would be another thing), the advertising dollars will boost the production budget, which in theory will lead to a better quality show. Although, if they read an excerpt from the same book in every at-home scene, I might take issue.
This melodrama, with its psychology theme, will be the third consecutive collaboration between writer Noh Hee-kyung and PD Kim Kyu-tae, and their fourth collaboration overall. They finished up That Winter, The Wind Blows about a year ago, which starred Jo In-sung, who is currently up to headline this drama (all three must like familiarity) with actress Gong Hyo-jin (Master’s Sun). The drama will likely air in July or August.
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Tags: drama production
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1 mary
March 15, 2014 at 9:22 AM
Wait, isn't the rule backwards?
You mean they should write the story first then wait for advertisers to approach? Even if said products aren't really impt in the drama? Like the orange juice in King of Dramas?
Doesn't it make more sense to (eg) approach coconut lotion companies if you know that your plot/script involves a Genius Chaebol Heir to a coconut plantation?
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windsun33
March 15, 2014 at 1:59 PM
"..a Genius Chaebol Heir to a coconut plantation.."
I would watch that! :)
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Lisa-Loo-Loo
March 15, 2014 at 9:38 PM
I'd totally watch anything involving coconuts that need a plantation. I'm in, who spearing heading this drama? I call dibs on wiping the male leads sweat... plantations can get hot. Just sayin'...
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coffeenlucia
March 15, 2014 at 5:17 PM
the orange juice story was sad...
RIP motorcycle rider T_T
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Jo
March 16, 2014 at 11:01 PM
I suppose the number of likes reveals how many people get this reference. So brilliant and definitely something that popped into my mind right away. lollll
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caroboom
March 16, 2014 at 12:52 AM
I think that is true, but in all dramas at the moment mobile phones, tablets and computers are a natural part of any characters life, regardless of the story....
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2 topper
March 15, 2014 at 9:39 AM
Is this a big controversy? I thought it only becomes a problem when there's too much PPL on screen and viewers and some authority start complaining. Not how much money a drama gets from PPL nor what method it use to get that money.
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windsun33
March 15, 2014 at 2:00 PM
Apparently in the Korean entertainment business, anything at all can become a controversy. I have seen some pretty silly ones.
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fab
March 15, 2014 at 3:51 PM
When a commercial company gives out this much many for PPL, you must expect some interfering with the drama production, which can lead to conflicts with the writer, director and many others who are involved. This is like making a pact with the devil for cash. Bad idea.
I might be exaggerating though, but I am just sceptic.
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fab
March 15, 2014 at 3:52 PM
many=money
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ladyinred
March 16, 2014 at 8:15 AM
Sceptic= skeptic.... Sceptic is a tank for bathrooms.
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dictionarydotcom
March 16, 2014 at 11:31 AM
Actually dictionarydotcom lists both spellings, sceptic and skeptic, as correct.
Tank for bathrooms is "septic".
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3 ilikemangos
March 15, 2014 at 10:08 AM
"It is ridiculous to say that we would create a story about products or modify the story because of the need to advertise.”
haha
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mashimomo
March 15, 2014 at 11:15 AM
"What would Anthony do?"
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eunchans
March 15, 2014 at 11:49 AM
Ikr. Who are they trying to fool.
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mudaepo
March 15, 2014 at 12:14 PM
How dare you question the integrity of the kdrama production industry!
Of course the story is always more important than any monetary concerns!
Let me prove that with the three SBS shows I currently watch:
Last Sunday on The Woman Who Married Three Times, the camping trip was absolutely necessary to the story. The fact that Kolon Sport articles were displayed non stop was just a nice coincidence. And of course, the fact that the male lead also works at an outdoor clothing brand was a choice of the screenwriter.
Last Tuesday on God's Gift, Lee Bo Young going shopping with Baro in a Blackyak store was also without a doubt essential to the script: Baro needed to have sneakers.
Last Thursday on Three Days, Park Yoochun wore clothes that attracted too much attention. So Park Ha Sun giving him the last edition M Limited coat she had in the trunk of her car was perfectly logical. The close-ups on this coat to finish the episode were absolutely vital to the sto...
...
...
Well, at least I tried!
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jomo143
March 15, 2014 at 1:06 PM
I agree.
Camping in Korea is absolutely exactly as depicted in dramas.
Every family has a 12 piece camping kit that includes tent, clothing, lamp, stove, chairs, sleeping bags, etc.
Camping as a coping mechanism for every family crisis is also documented in many many many (not to be named here) psychological papers.
And no matter what real Korean people always shop in camping gear stores at various times while talking on their Galaxy 4 phones. I have seen it....in dramas.
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ilikemangos
March 15, 2014 at 2:54 PM
Don't forget that we all have to meet up in that one coffee/juice/smoothie shop in korea and make sure that we DON'T drink it.
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Ek Ladhki Thi is Kim Eun-sooks no 1 fan
March 15, 2014 at 6:58 PM
Lol. Hilarious
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Laden
March 16, 2014 at 7:01 AM
And the fact that do min joon had to go night fishing with lawyer jang in yfas and everything just had to have BEANPOLE on it from the tent to the jackets to the chairs to their warm caps even to the thread of the fishing pole including even the fish
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wickedwings
March 20, 2014 at 4:16 AM
Haha I want to see branded fish
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windsun33
March 15, 2014 at 2:02 PM
When I start seeing Samsung Galaxy S-5's in Saeguks, then I will worry about it, but not until then.
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topper
March 15, 2014 at 2:20 PM
Queen In Hyun's Man has one fantastic cellphone you can call without base stations. Anyone can tell me the make so I can get one?
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pogo
March 15, 2014 at 11:48 PM
and across several centuries, apparently.
Someone give me one, I badly want to talk to Lee Soon-shin. Or Queen Elizabeth I.
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Kasmar
March 15, 2014 at 2:20 PM
@ilikemangos - LOL I laughed so hard at your comment. I didn't know haha could express so much. Couldn't have said it better.
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wickedwings
March 20, 2014 at 4:14 AM
I wonder if it's a sageuk drama being written, then a mobile phone company approaches for product placement with huge money offered, how will the story be lol.
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4 Harem
March 15, 2014 at 10:14 AM
I read at another website last week that D.0 from exo and Lee Kwang Soo joining the cast? Kwang soo will be in role as one of the main cast that have tourette syndrome while D.O I'm not really remember his role.
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hahan
March 15, 2014 at 11:16 AM
Lee Kwang Soo is still in talks still not accepted the role.
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Harem
March 15, 2014 at 11:32 AM
Yeah,nothing from lee kwang soo side based on what I've read so far but on the production side, they expect his participation as they mentioned that "Lee Kwang Soo is pretty set to be in this drama"~
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tata
March 16, 2014 at 8:26 PM
I think Lee Kwang Soo is confirmed for his role in this drama :)
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5 Meh
March 15, 2014 at 10:34 AM
Is this a medical drama?
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6 birdscout
March 15, 2014 at 10:39 AM
Seeing these photos of JIS and GHJ side-by-side makes me excited for this drama!
Maybe we can make up a drinking game when this drama airs to point out all the PPL :)
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pogo
March 15, 2014 at 10:42 AM
I literally did not recognise GHJ at first until I realised which drama they were talking about, lol. She's such a style chameleon.
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7 pogo
March 15, 2014 at 10:44 AM
eh, it's a bit tempest in a teapot. PPL is a fact of kdrama life, and obviously the deals have to be made somehow - I guess the fuss is that the PR sent out a proposal instead of waiting to be approached? Silly.
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8 tiiired
March 15, 2014 at 10:45 AM
oh anthony ....
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9 Mandy
March 15, 2014 at 10:50 AM
Wait... More importantly - I didn't know they already confirmed to star?!? I think this drama's story is way too convoluted for my liking and I was hoping GHJ accepts something else. But if she's on, so am I.
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10 hummie
March 15, 2014 at 11:05 AM
I don't mind product placement as long as it's tastefully done e.g. not focusing too much on the product so much that it seems like a CF.
I was really distracted by the Chi product placement in Miss Korea. They'd be like, "Oh, your hair needs lustre!" *cue camera zoom and application of product to character's hair* :P
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11 Jenniec
March 15, 2014 at 11:20 AM
Can they just confirm already???? I wanna see them together
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12 Gwinna
March 15, 2014 at 11:26 AM
As long as it isn't too blatant, I prefer product placement in a drama to having the show be interrupted every few minutes for commercials.
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jomo143
March 15, 2014 at 1:08 PM
Me, too, and maybe helps pay the staff.
If Age of Feeling were modern, for example, they could have more cash. Better than canceling the show!
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13 hanhan
March 15, 2014 at 11:46 AM
Yeah, i've read that too, i think the role suits him perfectly.
i hope he accepts the role.
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14 hanhan
March 15, 2014 at 11:47 AM
Yeah, i’ve read that too, i think the role suits him perfectly.
i hope he accepts the role.
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15 ujsid
March 15, 2014 at 11:54 AM
I honestly don't care about it. If the drama is good then I will watch it. I am not the target audience for majority of Korean advertisements anyways ha!
Plus I like Jo In Sung and I LOVE Gong Hyo Jin, so this kind of "controversy" is not really gonna divert my attention (^^)b
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16 jemellee
March 15, 2014 at 12:56 PM
I love how everybody thinks of Anthony when product placements is the topic :)
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shaney
March 15, 2014 at 7:34 PM
I'm sorry I'm lost.. Im kinda new to all of this drama things, but who's Anthony? I need someone with a kind heart to explain this. LOL
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tokkioncrack
March 15, 2014 at 8:08 PM
Nothing much. It's a reference to a drama about drama. Anthony is the lead character's name. He's a draw producer there played excellently by Kim myung min.
The show's called King of dramas and though not a ratings hit, it became a cult thing. So much so that when you see any post about backstage politics in dramas or anything vaguely controversial it's become second nature to ask "what would anthony do?"
There are recaps here on DB if you'd like to see.
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shaney
March 15, 2014 at 9:11 PM
oh I see,. interesting drama plot. :D Since I only started watching dramas late 2013. That is one of the dramas I skipped that aired in 2012..
Thank you tokkioncrack..
off to read King of Dramas Recaps. :D
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cheekbones
March 15, 2014 at 8:20 PM
Anthony is from the drama King Of Dramas. You can read the wonderful recap at this site.
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17 Hugepuffball
March 15, 2014 at 1:05 PM
You know, as long as no orange juice suicides occur, I'm good.
No wait- an orange juice suicide for META would be beautiful....
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18 Langit13iru
March 15, 2014 at 1:26 PM
Seriously, Korea. I used to work in a tv station and it so different from Korea. For a drama, we don't have a product placement thingie. We called it sponsor. Let's say the actors got sponsor for clothes. It will only appear on credit roll.
For product placement, we called it a branded content program. You can put it on everything that you want as long as u pay for it.
But then for that amount stated it is too much. It can produce 13 episode of drama in my country.
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19 laraffinee
March 15, 2014 at 2:07 PM
Some of the recent product placements are getting annoying.
Enough with the camping gear.
Enough will all of the Portmerion china closeups. About three dramas are shilling the Portmerion.
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D's handphone
March 15, 2014 at 6:29 PM
i bet Potmeirion collecters watching EC almost had a heart attack
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20 windsun33
March 15, 2014 at 2:09 PM
Not like product placement is anything new. Probably the most famous screw up even to this day was the movie ET - where M&M turned the offer down because they did not want their product associated with some alien, so Reese's Pieces appeared. Sales of Reese's jumped like 5,000% or so...
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21 lulu88
March 15, 2014 at 3:47 PM
Didn't GHJ have a recent advertiser controversy? Maybe the advertiser is getting written into the script as settlement for that kerfuffle?
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pogo
March 16, 2014 at 12:16 AM
No, this is a totally different brand/product, and it was her old agency that sued her, not a brand.
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22 CaroleMcDonnell
March 15, 2014 at 4:00 PM
Dang! A publishing company! I'm trying to get my head around that. Does a publishing company mean a magazine? A book company?
Sorry for the dumb question but.....
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mudaepo
March 15, 2014 at 4:19 PM
Could be both, but since the hero is supposedly a mystery novel writer, my guess is it's the latter.
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23 thursdaynexxt
March 15, 2014 at 4:59 PM
I'd rather have one too many PPLs, if only for the laugh (King of Dramas) factor, than a storyline that gets weirdly written or altered at the last moment, purely based on fanservice!
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24 1beteans
March 15, 2014 at 5:30 PM
I'm confused. I've noticed this while watching dramas over the years: is it that the show don't have commercial breaks? I do find the super obvious product placement amusing but do they not put commercials?
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windsun33
March 16, 2014 at 7:01 PM
Yes, they have commercials, but they are cut out of nearly all on the sub sites. In Korea the ads don't run like every 13 min or so, most of them are crammed in the beginning and end, and some are longer - as much as 5 minutes. A few are actually decent little ministories.
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25 Viki
March 15, 2014 at 6:29 PM
Well, true, true, true that product placement, when placed well (like Cheon Song Yi's lipsticks), they sell off the shells like hotcakes...and it doesn't really interfere with the drama...
but at the same time, when they try to plug in dumb product placements in dramas (LINE app in You from the Stars)..it's so obvious and redundant...
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windsun33
March 16, 2014 at 7:03 PM
And the one they TOTALLY missed - fried chicken and beer.
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Ann
March 17, 2014 at 8:04 AM
I've seen a KFC bucket or two.
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26 Aigoooo
March 15, 2014 at 6:59 PM
Someone should start a company that sells retro apparel inspired by the Joseon Dynasty just to see if they can pull off doing a PPL on a sageuk drama. lol
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whimsyful
March 15, 2014 at 8:02 PM
Nooooo, don't give them ideas!
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27 R
March 15, 2014 at 8:52 PM
Correct me if I'm wrong but Chun Song Yi's brand of lipstick wasn't deliberately shown in the drama was it? It was the viewers that liked what they saw on her lips and decided to look up the brand and colour(ysl 52 rosy coral lol). So it isn't exactly PPL......
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pogo
March 16, 2014 at 12:11 AM
I've seen clear shots of NARS products in Best Love, it is not a stretch to imagine that YFAS, with an actress for a heroine, could work in a few shots of her dressing table, or of her applying her lipstick.
(not that I could get it anyway, it's sold out across Asia and most of North America apparently - such is the selling power of JJH)
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R
March 16, 2014 at 12:52 AM
The scenes I've seen of Song Yi applying lipstick in YFAS showed other various lipstick brands which is why I'm in awe at how these netizens actually found out the brand and exact colour she used when it wasn't even shown in the drama.
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28 Laden
March 16, 2014 at 8:01 AM
As long as its not distracting like the fact that do min joon had to go night fishing with lawyer jang in yfas and everything just had to have BEANPOLE on it from the tent to the jackets to the chairs to their warm caps even to the thread of the fishing pole including even the fish
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29 shikurai17
March 16, 2014 at 4:26 PM
I don't mind product placements. Most of the time I don't notice them. Sometimes, I wish they were more obvious when it comes to clothes. I see a character wearing something awesome and I want to buy it. Finding it is like the hardest thing. It's like they keep it top secret.
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windsun33
March 16, 2014 at 7:05 PM
Google "k-drama fashion" - there are actually several sites out there that keep track of those things, many with info on how to buy it. This is one of the better sites, but there are several more http://www.kfashionista.com/
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30 Sunny
March 17, 2014 at 1:01 AM
"case in point: Chun Song-yi’s lip gloss in You From Another Star"
More like everything from You From Another Star. From make-up to clothes to food, all of the products that have appeared in the drama have gotten crazy popular.
There is so much product placement in dramas. I'm used to it.
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31 Ann
March 17, 2014 at 8:06 AM
Gag Concert has been doing a hilarious and popular skit based on bad drama plotting and inserting PPLs.
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