UPDATE: We now know the value of Shinola's weird 'Dumb and Dumber To' cameo

by

comment

According to Philadelphia-based sponsorship analysis firm Front Row Analytics, the cost of Shinola's appearance in a film like Dumb and Dumber To would be $2.1 million, says Crain's Detroit Business. However, a Shinola spokesperson says that the brand does not pay for celebrity endorsement. The company got the cameo because the film's directors, the Farrelly brothers, "are friends of the brand” — apparently Peter Farrelly "has been following Shinola’s progress since the very beginning and even visited the factory," the spokesperson says. This is in addition to actor Jeff Daniels' self-professed love of the brand (see below).



Originally posted Nov. 13:



On Wednesday night we checked out a screener for the new Dumb and Dumber To, and while we certainly laughed our asses off, one scene in particular left us scratching our heads.

In the movie, our dimwitted heroes Harry and Lloyd are tasked with delivering a secret package to the "KEN" conference in El Paso, Texas, a sort of TED-esque symposium for the world's brightest minds. Hilarity ensues. They interrupt a lecture on dark matter, get into an altercation with a Stephen Hawking stand-in, and ridicule demos for disease-curing nanobots and a machine that can read minds.



Clearly, this is supposed to be a symposium for high-tech stuff — which is why we're puzzled that there was a prominently placed Shinola Detroit booth in the background of one of the scenes. You know, that company that hawks low-tech contraptions such as analog watches and bicycles.

(We're not stupid — we know how product placement in film works. We just thought the cameo was unintentionally funny.)

In related news, Dumb and Dumber To co-star Jeff Daniels will perform as a musical artist at his Purple Rose Theatre in Chelsea for a string of dates in December. Find out more information here.

[EDIT 5:00 p.m., Thursday, Nov. 13, 2014] This Tweet from Jeff Daniels may help explain things:


We welcome readers to submit letters regarding articles and content in Detroit Metro Times. Letters should be a minimum of 150 words, refer to content that has appeared on Detroit Metro Times, and must include the writer's full name, address, and phone number for verification purposes. No attachments will be considered. Writers of letters selected for publication will be notified via email. Letters may be edited and shortened for space.

Email us at letters@metrotimes.com.

Detroit Metro Times works for you, and your support is essential.

Our small but mighty local team works tirelessly to bring you high-quality, uncensored news and cultural coverage of Detroit and beyond.

Unlike many newspapers, ours is free – and we'd like to keep it that way, because we believe, now more than ever, everyone deserves access to accurate, independent coverage of their community.

Whether it's a one-time acknowledgement of this article or an ongoing pledge, your support helps keep Detroit's true free press free.