I was recently watching an episode of My Kitchen Rules and was really taken aback by the aggressive product endorsement. Like most people, I know that reality TV shows rely on the support and contribution of leading brands to be able to produce their shows but I was really surprised by the in-your-face promotion of the Holden cars used in this episode of the show.
In the past we have seen the brand of car and the model but on this particular night we not only were informed of what car was being driven but we were told by the contestants of how wonderful the GPS was and how great the functions of the radio were. Had I just flicked over from another program I would have been forgiven for thinking I was watching a Holden ad.
This has never been the case in the past when Hyundai was the car of choice for MKR so I have to wonder if Holden made these demands. As a sponsor they are entitled to negotiate what they believe to be fair sponsorship terms but did MKR sell out? Were they that desperate for a car manufacturer to come on board that they gave their contestants part-time sales gigs? Are they alienating their public? We all know these shows need advertisers and sponsors but is this more aggressive approach actually annoying the viewer?
I know sponsorship is an integral part of MKR but is this going too far? I just want to watch the contestants cook. If I wanted a demo on the car I would visit my Holden dealership on the weekend.