The movie: “ELF” an obvious, instant holiday classic destined to be watched every year primarily after (US) Thanksgiving in the weeks leading up to Dec. 25. The product: Tamiflu a treatment for influenza which also is frequently seen at the same time of year and a little later. The scenario: Buddy (the Elf) has to go to a pediatrician’s office for genetic testing to determine that Walter Hobbs is actually his father. Buddy sits on an exam table with a very prominent and clearly legible poster for Tamiflu just to his right.

I’m maybe more sensitive to this than most, but I noticed it the first time I saw the movie in the theater. At the time, and still, I think this is one of the most brilliant (and insidious) “reminder” ad placements I’ve seen. Hat’s off to the Marketing team that thought this one up. I wonder how much it cost?

Wouldn’t dream of seeing anything like that in “Miracle on 34th Street.” Then again, that was the original national Macy’s ad.