Walter Mitty Awarded Worst Product Placement - The Reykjavik Grapevine

Walter Mitty Awarded Worst Product Placement

Published March 10, 2014

The Secret Life of Walter Mitty was awarded worst product placement in 2013 by Brandchannel for inserting a non-existent Papa John’s into the Icelandic landscape, reports The Wire.

The Papa John’s in the film does not exist in real life. It is a bakery in Borganes that was turned into a Papa John’s for a few days during filming.

“Already infected with a disturbing depth of brand promotion, including Cinnabon, Time Inc.’s Life magazine and eHarmony prominently featured in the plot, Walter Mitty iced the cake—or sauced the pizza—with its middle-of-nowhere Icelandic Papa John’s location,” Brandchannel’s Abe Sauer writes, also pointing out that Ben Stiller’s character Walter Mitty was too old to have worked at a Papa John’s as a teenager.

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