It was remarkable, recently in ‘Familie’: gymnast Nina Derwael walks into café Jan & Alleman with a flashy bag from Veritas and then shows off the compression stockings she is wearing from the same brand. A new step within product placement?
“Hey, don’t you have the same compression stockings as me?” asks character Jan Van den Bossche (Jef De Smedt). After which the camera zooms in on Derwael’s legs. “I immediately saw that you were a sporty guy,” she answers. And during the dialogue that preceded it, her bag was allowed to be prominently displayed. Although it is inscribed in the storyline, it is noticeable that advertising is the goal in itself. Hockey player Alexander Hendrickx was allowed to do the same, for the same brand.
“The guest role of Nina Derwael and Alexander Hendrickx is indeed part of a collaboration with our partner Veritas, of which they are the face. We don’t actively look for it ourselves, but when the question came up, we started looking at how we could incorporate this into the story in an organic way. We certainly do not rule out a similar collaboration in the future, but there are no immediate plans to do it more often,” VTM said. (bpr)