So, we all know that cognac is the drink of choice of some of the baddest gangsta rap artists (and actually, even if this is something that many find a little distasteful, the world of cognac has a lot to thank these guys for. Not least because it had the effect of bringing the drink to the notice of a younger, more hip generation and plummeting it skywards to the ‘golden age of cognac’ that we are in today).
But perhaps the product placement for Cognac Pellisson that’s been used by director Martin Scorsese in his latest masterpiece, “The Wolf of Wall Street”, might well be a little bit further than any brand might choose to go with advertising. Although, to be fair, in the world of getting your name out there it’s oh-so-true that no publicity is bad publicity. You only need look at Kate Moss and the cocaine incident – it only went to blast her career further into the stratosphere. And, let’s face it, Cognac Pellisson is a brand that no longer exists…
So let’s look at the scene in question. For those who don’t know, this movie is another team up with uber-successful director Martin Scorsese and Hollywood A-lister, Leonardo DiCaprio.
It’s a dark comedy about the hedonistic lifestyle lived by DiCaprio et al whilst enjoying a multi-million dollar income thanks to a highly illegal ‘pump and dump’ scam. As you might well guess, the film includes graphic sexual content – and it’s during one of these that the Cognac Pellisson advert is used.
The images included in this article were sent to us by a reader of the Cognac Expert blog – thanks for that. Each of them is an official photograph, with the copyright owned by Paramount/Red Granite.
Apparently Scorsese loves the vintage Cognac Pellisson poster, and the scene where it’s been placed is when the wife of the main character, Johnathon (played by Leonardo DiCaprio), comes home early to find a whole bunch of men taking part in a gay orgy.
Unsurprisingly, she’s pretty shocked. During the scene all her jewellery is stolen, and DiCaprio’s character loses $20,000 dollars (although he himself does not take part in the orgy).
So – is this a good thing for cognac? After all, anything that brings eaux-de-vie to the attention of the masses can only be positive, can’t it? Or do you think that this is a step too far, and that cognac (any cognac), shouldn’t be seen ‘associating’ with X-rated happenings such as gay orgies…?
Whatever your viewpoint, it seems that product placement in films is here to stay. And companies are happy to pay good money for it. For instance, Rémy Cointreau is in the process of suing the product placement marketer of the film 2Guns because theirs ended up on the cutting room floor…
“The Wolf of Wall Street” has now opened in cinemas worldwide.