Papa John’s pizzeria in Ben Stiller’s film The Secret Life of Walter Mitty—which was filmed in Iceland—was chosen as one of the worst cases of latent advertising last year by Brandchannel, who handed out their annual Product Placement Awards last week, thewire.com reports.
Brandchannel also highlighted the product placement of Cinnabon, Time Inc.’s Life magazine and eHarmony in the film.
A bakery in the West Iceland town of Borgarnes was converted into Papa John’s for the movie. The film was considered priceless promotion for Iceland as a substantial part of the movie was filmed in Iceland. Stiller spent five weeks in the country filming at seven different locations. Two hundred and fifty Icelanders worked on the project.