“Where are the advertisers?” It’s a question Miranda Priestly, played by Meryl Streep in 2006’s The Devil Wears Prada, asks of her staff in a scene so famous it’s been talked about for nearly two decades. You know the one—the cerulean sweater scene, in which Priestly deftly schools Anne Hathaway’s Andy Sachs on why her “lumpy” blue sweater was actually chosen for her by the people in the room, spelling out the far reach of the fashion elite. The continued cultural cache of the original film is so powerful that for the sequel, due out May 1, advertiser presence was never a question. If you’ve been paying attention—or even if you haven’t—co-branded marketing for The Devil Wears Prada 2 and a long list of brands has been largely inescapable. TRESemmé, L’Oréal, Zillow, Samsung, Old Navy, smartwater, Diet Coke, Starbucks, Tweezerman, Google, and Walmart are among the brands on that list. When it comes to the sequel, which is reportedly projected to bring in $66 million at its box office opening, brands were more than eager to get involved, David Anderson, partner and co-head of the entertainment and marketing group for UTA, told us. “We have had many, many, many, many, many clients be like, ‘What’s going on with this?’” he said, adding that marketers have been “constantly interested in it.” And why not? For one thing, marketers don’t have to make a big case to the rest of the C-suite to get it done, Anderson said. “‘I don’t have to explain this to anybody. I don’t have to explain why we’re doing this. Everybody gets it,’” he said. Continue reading here.—KM | 
