At the Movies: Will Ferrell Takes a Vow to Plug Scorpion Beer, Padre

Enjoy this "commercial" for Scorpion Beer, the "Official Beer of Armando Alvarez and Casa de mi Padre," the new Will Ferrell movie out March 16. The tagline: "When you're having more than 12." (That's right: Ferrell isn't just about Old Milwaukee.) But before then, we have to get through Valentine's Day. This year, it seems the lone Valentine's Day entry, Sony's The Vow with Rachel McAdams and Channing Tatum, isn't wasting any brand partnering opportunities. The "inspired by true events" weepy tale of an amnesiac wife and the husband who tries to rekindle the romance has a dozen official brand partners, worthy of a summer blockbuster movie about superheroes who transform into robots that end the world… in 3D … or something. The Vow's product placed partners include Michael's, Ralph Lauren, Brides, Parade jewels, Worldwide Flowers Direct, Planet Smoothie, Tasti D Lite, Funjet Vacations, Mor, Carmex, E.l.f., and Florida's St. Petersburg/Clearwater municipality. It's unclear what taking a Vow as a (brand) partner means. Some of the brands don't seem to be doing much, while others like Tasti D Lite and Planet Smoothie are running sweepstakes, the "peck on the cheek" of movie tie-in marketing make-outs. The film will feature rings from the "Lyria" Parade Design jewelry collection. The brand is also running a sweepstakes. Ralph Lauren? Also running a sweepstakes. Meanwhile, at Worldwide Flowers Direct: "The official 'The Vow' movie floral arrangement comes with 2 complimentary movie tickets to see 'The Vow' on Valentine’s Day only (February 14th, 2012). Order any size arrangement and we will email you a reward code for one certificate valid for two movie admissions. Additionally, you will be automatically entered for a chance to win a romantic getaway from Visit St. Pete/Clearwater, Florida." Now that's a tie-in worthy of a Happy Meal.