According to Philadelphia-based sponsorship analysis firm Front Row Analytics, the cost of Shinola's appearance in a film like Dumb and Dumber To
would be $2.1 million, says Crain's Detroit Business
. However, a Shinola spokesperson says that the brand does not pay for celebrity endorsement. The company got the cameo because the film's directors, the Farrelly brothers, "are friends of the brand” — apparently Peter Farrelly "has been following Shinola’s progress since the very beginning and even visited the factory," the spokesperson says. This is in addition to actor Jeff Daniels' self-professed love of the brand (see below).
Originally posted Nov. 13:
On Wednesday night we checked out a screener for the new Dumb and Dumber To
, and while we certainly laughed our asses off, one scene in particular left us scratching our heads.
In the movie, our dimwitted heroes Harry and Lloyd are tasked with delivering a secret package to the "KEN" conference in El Paso, Texas, a sort of TED
-esque symposium for the world's brightest minds. Hilarity ensues. They interrupt a lecture on dark matter, get into an altercation with a Stephen Hawking stand-in, and ridicule demos for disease-curing nanobots and a machine that can read minds.
Clearly, this is supposed to be a symposium for high-tech stuff — which is why we're puzzled that there was a prominently placed Shinola Detroit
booth in the background of one of the scenes. You know, that company that hawks low-tech contraptions such as analog watches and bicycles.
not stupid — we know how product placement in film works. We just thought the cameo was unintentionally funny.)
In related news, Dumb and Dumber To
co-star Jeff Daniels will perform as a musical artist at his Purple Rose Theatre in Chelsea for a string of dates in December. Find out more information here
[EDIT 5:00 p.m., Thursday, Nov. 13, 2014] This Tweet from Jeff Daniels may help explain things: