Cast Away: A Very Long Commercial

From the beginning to the very end of the film Cast Away, Federal Express has express placement throughout. The opening scene shows a FedEx truck delivering a package, specially marked with angel wings. Then we proceed to see Tom Hanks, whose character is a FedEx inspector, unloading the company truck. In the background viewers can see authentic FedEx airplanes, logos, packages, and signs. Scenes from the motion picture were shot on the actual Memphis FedEx headquarters, as well as their facilities in Moscow and Los Angeles. FedEx was so highly involved in this movie that some of their real employees appear as extras and Federal Express CEO Fred Smith even has a cameo in the end. At first FedEx was hesitant about the idea of their company airplane being involved in a crash, the loss of much of their cargo, and the unauthorized opening of personal packages. Overall they decided that the brand had a positive presence in the film and committed to making their placement in the movie as authentic as possible. All FedEx employees are shown in a flattering light, being portrayed as hard working and efficient. There even is a jab or two made in reference to the United Parcel Service. Hanks' character is such an intensely dedicated employee that after being rescued, his first order of action is to give a welcome home greeting and public speech on behalf of FedEx. In the end he even delivers the last remaining FedEx package from his wrecked flight, the distinct one with the angel wings. Cast Away is ultimate way to create national brand exposure. Product placement in films is also ideal because it is reaching a much larger audience. A movie is ensured to have a longer shelf life than other branded entertainment because it is not just in theaters, it will also be released on DVD and played on television. By allowing their brand to be featured throughout this motion picture in a storyline that represented it so professionally, Federal Express was ensuring that they would be placing themselves into the heart and mind of every person that saw it.

Brown, Sawyer. Cast Away: The World's Longest Commercial. Magellan's Log. Retrieved from: http://www.texaschapbookpress.com/magellanslog30/castaway.htm

Finnigan, David (4 December 2000). FedEx Won't Go Postal on Cast Away; Pepsi Returns for Oscars, Sans Refill. The CBS Interactive Business Network. Retrieved from: http://findarticles.com/p/articles/mi_m0BDW/is_47_41/ai_67716804/

Lehu, Jean-Marc (2007). Branded Entertainment: Product Placement & Brand Strategy in the Entertainment Business. Philadelphia, PA: Kogan Page Limited. 

Special Delivery for Robinson Crusoe: Dreamworks Sells out Cinema with FedEx Corporate Love Song. Movie 666: Herald of Apocalyptic Media. Retrieved from: http://www.movie666.com/castaway-movie-fedex