Product placements in Hollywood films have become a ubiquitous element of the movie industry. Beyond being just a prop, these placements serve as a powerful marketing tool for brands, often leading to increased visibility and sales. In fact, UK consumers are more likely to purchase a product they see on film and TV programmes rather than in traditional ads. Over one-third of 5,000 respondents in a BENlabs survey have purchased a product featured in this manner.
Among the most popular products to be featured on-screen? Sunglasses, an exceptionally versatile accessory that comes in a myriad of styles. Sunglass Hut’s online catalogue alone illustrates how this accessory comes in all shapes and sizes, with collections available for men, women, and kids, brands like Oakley specializing in performance eyewear, and high-end brands such as Versace standing out for offering more luxurious styles. Because of this, they can blend seamlessly into movies and TV shows of virtually any genre.
One iconic example of sunglasses used for product placement is in Risky Business (1983), where Tom Cruise’s character dons a pair of Ray-Bans. This simple act not only saved the brand from potential closure but also propelled Ray-Ban to new heights of popularity. Building on this success, other eyewear brands have strategically placed their products in films to capture the audience’s attention and leave a lasting impression. Here are just a few of the most memorable sunglasses we’ve seen on screen:
Aviator shades from Top Gun: Maverick (2022)
The highly anticipated sequel to the 1986 classic Top Gun: Maverick stars Miles Teller, Glenn Powell, and Tom Cruise, reprising his role as navy pilot Pete Mitchell. However, Cruise wasn’t the only one who made a comeback. Ray-Ban aviators were once again prominently featured in the film, embodying the daring spirit of fighter pilots. These iconic shades have been a staple in military and civilian fashion for decades. Since the first film, aviator sunglasses have served as a visual cue to the adventurous nature of Cruise’s character, all while adding a layer of realism. With their sleek metal frames and teardrop-shaped lenses, these sunglasses exude ruggedness, perfectly complementing Pete Mitchell’s aerial prowess.
Sports frames from Arthur the King (2024)
Based on true events from the life of adventure racer Mikael Lindnord, Arthur the King chronicles the story of a team of athletes as they compete in the Adventure Racing World Championship in the Dominican Republic. Adventure racing is not for the faint of heart, entailing the most extreme, demanding endurance activities in the world. As such, it only makes sense that Mark Wahlberg’s character wears a pair of sports sunglasses along for the ride. In particular, Wahlberg wears Oakley’s Flak 2.0 XL sunglasses, which are designed to withstand rigorous activities while providing optimum clarity and protection. With their lightweight design and advanced lens technology, these sunglasses offer both performance and style, making them the perfect companion for the character’s epic quest.
Futuristic wraparounds from Poor Things (2023)
This sci-fi drama directed by Yorgos Lanthimos focuses on the strange life of Bella Baxter, played by Emma Stone. Although technically set in Victorian London, its sets and even some of its costumes are steampunk-inspired. Among the most memorable accessories featured in the film are black sunglasses. Unlike the rest of Bella’s more era-appropriate outfit, the shades are sleek and modern, reflecting the film’s dystopian aesthetic. To help promote the film, Searchlight Pictures teamed up with several brands to release products inspired by specific scenes. Pieces include wraparound sunglasses from Selima Optique, aptly named Bella. These sunglasses blur the line between fashion and functionality, adding an element of intrigue to the film’s narrative.
Serving as more than mere accessories, these on-screen sunglasses become symbols of character traits, style, and even cultural references. Whether it’s the classic aviators from Tom Gun: Maverick or the futuristic wraparounds from Poor Things, these sunglasses leave an indelible mark on audiences and are an integral part of each film’s visual storytelling. As Hollywood continues to embrace the power of product placements, we can expect to see even more sunglasses making their way onto the silver screen in the years to come.
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