(Originally posted on LiveJournal)
There’s a State Farm Insurance commercial currently playing that caught my attention. 
The spokesman starts talking about the company and how approachable its representatives are. He begins his speech on the sidewalk outside a cafe that has some sidewalk seating. He enters the cafe, and the camera swings around, showing the nice ambiance and the attentive wait-staff. The spokesman walks through and eventually claims a seat, all the while still talking about the wonderfulness of State Farm.
Now this commercial had attracted my notice from the start of its run, since the whole “enter the cafe” thing was unusual for an insurance commercial. I kept wondering if the point was that the place also had State Farm coverage. But that is never said.
But recently, I was leaving my local Post Office after mailing some items. I glanced at the various establishments on the street as I drove south. And there it was! No wonder the commercial had snagged my attention — it was familiar. The featured cafe was the Figaro Bistro in my neighborhood. Now, I’ve never been in the place, but I drive past it all the time and I knew the look of its exterior.
It got me to thinking about the whole product placement thing in movies and TV. Some grouse about the practice. Me, I find it depends on how it is done. Sometimes it is really awkward and clunky, and sometimes it flows rather naturally. That second type I don’t mind. The first I do.
Anyway, this particular commercial struck me as a bizarre sort of product placement. In this case, the “product” being “placed” is the cafe (clearly identified at the beginning). It gets “shown off” in the course of the commercial, with the camera actually leaving the insurance spokesman and lingering over the bistrot’s interior.
I wondered what kind of a deal was struck for this type of advertising. Because the way the establishment is visually presented it is no mere “location” for the commercial (certainly not the way the sweeping steel facade of the Walt Disney Hall is used as a location). It’s a nice bit of advertising for the cafe — disguised as a State Farm commercial.
I wonder if it’s a new form of symbiotic advertising?
Comments
(Anonymous) – Jun. 30th, 2010
A Symbiotic Jingle
Scribbler: Sing along with me: “Like a good neighbor, State Farm is there.” Catch the symbolism with the good neighbor motif? Figaro is a neighborhood bistro, and a good neighbor at that! State Farm gets the positive association with a good neighbor (subtlely reinforcing their brand image), and Figaro gets exposure. Sounds like a quid pro quo to me. The ultimate cooperation and win-win. Mutualism. Symbiotic.
Question: as a writer, what symbiotic relationships can you strike to showcase your great works, while helping someone benefit from being associated with you? The correct answer will ensure that your insurance premiums will be paid, and you will have money left over to go to the bistro!
Jim from Michigan
scribblerworks – Jun. 30th, 2010
Re: A Symbiotic Jingle
Now I’m going to have to pay attention again the next time the commercial shows up. I can’t recall if they played the jingle on it. Maybe a tag at the end, but I’m not sure.
As for creating that symbiotic relationship for myself… heh. Working on it.
Thanks, Jim!
(Anonymous) – Oct. 23rd, 2010
Figaro Café
Is your neighborhood North Beach in SF. I have seen this commercial many times and wondered if it was our Figaro Cafe – the blue facade is pretty distinctive. I don’t remember seeing a commercial being made and I live right around the corner, but I could have missed this one.
scribblerworks – Oct. 23rd, 2010
Re: Figaro Café
No, this is in Hollywood. This Figaro Cafe is on Vermont in the Los Feliz area.
In watching it again, the interior shots also confirm it, as I recognize what can be seen across the street.
(Anonymous) – Oct. 25th, 2010
Re: Figaro Café
Funny, I don’t live in SF but I’ve visited North Beach many times and I thought this was the same cafe you must be referring to. That’s what brought me to this web site, to confirm my hunch(or not). Looks awfully close to that one in North Beach.
scribblerworks – Oct. 25th, 2010
Re: Figaro Café
In Googling for further confirmation, it seems that the Figaro Cafe (apparently a popular name for Italian Cafes) in North Beach has closed.
But I turned up a picture of the Hollywood one on a blog post about locations that were used in the movie SWAT – including the Figaro.
www.movie-locations.com/movies/s/swat.html
(Anonymous) – Nov. 16th, 2010
Cafe Figaro
OMG, I thought I was the only one obsessed with this Cafe. My senses told me I had been there but I was thinking Larchmont Village. Thank you for making my work avoidance internet search pay off. I will toast you with a Pernod and ponder whether symbiotic advertising is the new subliminal advertising upon my next visit to Cafe Figaro!
(Anonymous) – Jan. 20th, 2011
Re: Cafe Figaro
I have wanted to know more about this cafe since I’d seen the commercial weeks ago. It is so inviting and I would have thought it was in Boston! The NYC Figaro’s has closed according to Yelp.
I enjoyed the series of comments here, especially on subliminal advertising, since I’ve been working in that field for a long time! Very interesting concept; hope to try it.
