• by Sheree R. Curry , June 20, 2006

Giant, an entertainment magazine for young men, is offering co-branded ads as a way to lure marketers seeking unique product placement opportunities.

Several VTech brand experience ads, produced by the magazine’s creative team, have boasted original interviews with up-and-coming musicians and an editorial feel, though the word “advertisement” appears on the page. Hip-hop artist Beat Konducta of Stones Throw Records appeared in one ad, while writer/director Jason Reitman discussed his film “Thank You for Smoking” at the Sundance Film Festival in another.

“It was a full-circle sort of production,” says publisher Michael Provus. “We had street teams distributing at Sundance promoting the [Reitman] advertorial. We sponsored the movie and dinners with the cast and press.”

Castrol Motor Oil sponsored an ad for the film “Tokyo Drift” in the magazine’s June issue. Giant won’t run more than two co-branded ads in any given issue, says Provus. “If you do it too much, the readers start to catch on.”