Looking at how home appliance companies can say "straight in" to TV drama ads

Specifically, the main reasons why people disliked these advertisements were their sheer number and intrusive nature, making them nearly unavoidable throughout the show. Moreover, the advertisements were overly direct and lacked context, promoting brands in a manner that felt forced and unnatural.

That said, product placement doesn't inherently alienate audiences. If done creatively and naturally, it can subtly leave a lasting impression on viewers while boosting brand recognition and reputation.

For instance, the successful integration of Land Rover in "Dwelling" showcased how effective product placement can be. One memorable line, "Drivers, bloody, and hoping to own a Land Rover," effectively tied the vehicle to an action-packed scene, while another reference in "Struggle" highlighted the Zhongnanhai cigarette's appeal through the characters' lifestyle, leveraging star power to create a favorable impression among consumers.

In the recently popular series "My First Half," we see another example of seamless integration. He Han and Tang Jing return home to a "Haier" smart door lock that automatically recognizes fingerprints and opens. Haier U+ greets them warmly, saying, "Welcome home," and the curtains automatically close, music starts playing. Tang Jing is impressed by the smart home and asks He Han about buying a house. Later, when He Han orders fresh Australian steaks from the Xin refrigerator and uses "micro-wine cool" to enhance the ambiance of their candlelit dinner, the focus shifts from He Han to Haier's smart home products.

Zi Jun’s mother’s performance in the series further solidified Haier's smart home concept in the audience's mind. Her lines, such as, "My God, what a huge place! How many square meters is this? When did you buy this house? Twenty or thirty million yuan? Yes, I’ve heard that the entire Haier smart home system was installed here. They even say the refrigerator can control the oven—this house is incredible!" perfectly matched her character and showcased Haier’s smart home technology in a subtle yet memorable way.

In recent years, home appliance companies have become increasingly adept at integrating advertisements into hit series. Just recently, both Bosch Home Appliances and Midea received praise for their placements in "Ode to Joy 2."

It's clear that television shows need to have the ability to "sell" products effectively. While large logos and flashy promotions may not always work, seamless integration of products into the storyline can drive plot development and captivate audiences. In "Ode to Joy 2," Bosch Appliances didn’t rely on overt mentions but instead highlighted the modern kitchen of the character Andy, which became a key setting for interactions and meals. These small details, like Andy enjoying breakfast with friends, added warmth and authenticity to the scenes.

Additionally, Midea's rice cookers in "Ode to Joy 2" made subtle appearances. Qiu Yingying initially bought one to save money, discovering that it could cook rice and even make soup. When she helped her friend in distress, the rice cooker proved invaluable, eventually leading to her meeting her programmer boyfriend.

Clearly, these placements were smooth and logical, offering a three-dimensional display of the brands' values. A survey from the "China Film and Television Industry Development Report (2017)" found that over two-thirds of viewers aren't opposed to product placements, but they emphasize the importance of improving the quality, variety, and integration of these advertisements.

Today, compared to intrusive, direct advertising, home appliance companies seem to excel in creating natural and engaging placements that align well with the storyline. These efforts not only avoid alienating viewers but also generate buzz around the advertised products.