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SBD/June 5, 2012/Marketing and Sponsorship
Jimmie Johnson Wears "Madagascar 3" Wig As Part Of Promotion For Movie
Published June 5, 2012
STILL FUNNY? ESPN’s Michael Wilbon and Tony Kornheiser were asked, “Is Jimmie Johnson’s wig still funny when you learn it’s part of a commercial tie-in?” Wilbon: “Maybe a little less funny. You wonder about some of these things now and whether or not it’s product placement. What seems funny can be very calculated because smart marketing people understand how to place their product and be funny.” Kornheiser said, “I don’t wonder at all about product placement. Product placement is all over NASCAR drivers, that’s what they do. They’re human billboards and if he’s making a little extra money for tying into a movie, I’m okay with it” (“PTI,” ESPN, 6/4).