What flew (and what Failed) in Hollywood; Another year may be under way, but Madison & Vine isn't completely ready to close the door on 2006. Another six months have passed so it's time to lay out the five best and worst branded-entertainment deals brokered or projects produced during the period.

Advertising Age, January, 2007 by Graser, Marc; Stanley, T.L.

Byline: MARC GRASER and T.L. STANLEY

tstanley@crain.com

The Five Best

1. Sony Pictures' 'Talladega Nights: The Ballad of Ricky Bobby'

The deal: Sony wallpapered the Will Ferrell comedy with marketers. There were 10, including Sprint Nextel, Wonder Bread, Coca-Cola's Powerade and Goodyear.

Why we liked it: Though the successful satire boosted every brand associated with it, Wonder Bread might have been the biggest winner. The Interstate Bakeries Corp. brand, which has been in bankruptcy since 2004, did not pay to be embedded into the movie and isn't an official Nascar sponsor. Yet its logo appeared clear and in focus for 11 minutes, 32 seconds, giving it $4.3 million in exposure, according to Joyce Julius & Associates....

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