‘Lost’ plot thickens with online Jeep tie-in

A while back, some of my Adweek colleagues and I were sitting around the lunch table wondering how the producers of ABC’s Lost could work in some kind of product placement. Considering the island’s remote location, marooning a random tube of Crest toothpaste along with the castaways would stick out as a ham-fisted attempt. This week, we got our answer. While playing back the second in a series of ads for the mysterious Hanso Foundation, the organization behind the series’ mysterious Dharma Initiative, I saw a tiny piece of script in the corner of several frames that reads, “Paid for by Jeep.”