From Iceland — Walter Mitty Awarded Worst Product Placement

Walter Mitty Awarded Worst Product Placement

Published March 10, 2014

The Secret Life of Walter Mitty was awarded worst product placement in 2013 by Brandchannel for inserting a non-existent Papa John’s into the Icelandic landscape, reports The Wire.

The Papa John’s in the film does not exist in real life. It is a bakery in Borganes that was turned into a Papa John’s for a few days during filming.

“Already infected with a disturbing depth of brand promotion, including Cinnabon, Time Inc.’s Life magazine and eHarmony prominently featured in the plot, Walter Mitty iced the cake—or sauced the pizza—with its middle-of-nowhere Icelandic Papa John’s location,” Brandchannel’s Abe Sauer writes, also pointing out that Ben Stiller’s character Walter Mitty was too old to have worked at a Papa John’s as a teenager.

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