Carefully, employees of the production company of Klaas Heufer-Umlauf had turned over all chips, biscuit and noodle packs, beer and soda bottles. Thus, the brands in the contribution for the ProSieben show "Late Night Berlin" would not be recognizable at first sight, which was shot in a Berlin kiosk.
With one exception: The light blue cartons labeled "Just Water" were placed prominently in the refrigerator behind the presenter, the brand owned by Special Guest Will Smith. This called the commission for approval and supervision (ZAK) on the plan. Your verdict: surreptitious advertising.
The water mark belonging to the company Just Goods, Inc., which was founded by Smith's son Jaden, was clearly the only product that could be identified in the ProSieben program "Late Night Berlin", ZAK announced. Since the reality of life was actively changed in favor of the unique position of the brand, an advertising intention could be assumed. Therefore, the ZVA found a violation of advertising.
In the broadcast of May 20 of this year Heufer-Umlauf was hit for a post as randomly in a Berlin kiosk on Will Smith. The two of them started talking, in front of the brightly lit refrigerators of the "Späti".
According to the ZVA, ProSieben actually granted a short-term advertising agreement between Heufer-Umlauf's production company Florida TV and Will Smith. Although this was not communicated to the station, ProSieben is still the organizer. Especially the transmitter will not hurt. According to the media, ProSieben only has to pay an administration fee of 1000 euros.