Posted by: Jon Fine on March 30, 2006
The intensive care-unit remains a lousy venue for product placement. (Why advertisers would not want to be in the same frame as someone on a breathing machine is almost understandable.) That Tony decided not to Go Toward The Light indicates more logos and brand references pend in future episodes.
Apple. Logo seen prominently on JT Dolan’s laptop during the “pitch meeting” scene. Dominates each frame he’s in, since he’s holding the damn thing in front of him as if it will keep everyone from hitting him or something.
Egregiousness: 6. A tough call. It is, as the experts would say, character-appropriate for a screenwriter to take an Apple laptop to a meeting; ditto for someone like JT to cower behind it when faced with a roomful of wise guys. But that luminescent Apple logo—it’s just too bright, too hard on the eyes, too obvious, and sucks up too much of your attention.