The Top Gun franchise has been one of the most distinctive film brands in world cinema for decades. The original 1986 film, starring Tom Cruise as Maverick, captivated audiences with its dynamic aerial scenes, iconic soundtrack and stylish 1980s aesthetic. Directed by Tony Scott, the film became a huge commercial hit and significantly influenced pop culture, fashion and the world of advertising. The soundtrack also played a major role in the film’s success — especially the song Take My Breath Away by Berlin, which won the Oscar for Best Original Song. The film became a massive commercial success, grossing more than USD 350 millions worldwide and making it one of the highest-grossing films of 1986.
Thirty-six years later, Top Gun: Maverick built on the success of the original, combining nostalgia with modern action and realistic aerial footage. The sequel’s box-office takings reached an astonishing USD 1,5 billion. The film, which won the Academy Award for Best Sound, confirmed that the Top Gun brand still has extraordinary power to appeal to audiences across generations. It is precisely its distinctive visual identity, cult characters and association with adrenaline and freedom that have made Top Gun an ideal source of inspiration for advertising campaigns and marketing partnerships for many global brands.
Product placement in the Top Gun films
Top Gun is one of the most striking examples of product placement in Hollywood history. Product placement became a natural part of the storytelling in the cult film and contributed significantly to turning certain brands into cultural icons of the 1980s. The film’s action-packed atmosphere, the world of elite military pilots and Tom Cruise’s charisma created the ideal space for subtle yet highly effective advertising connections.
The most prominent mark in the film was left by Ray-Ban. Maverick’s iconic Aviator sunglasses became a symbol of style after the premiere of the original film, and their popularity rose significantly. For the brand, this was a crucial moment that helped bring the Aviator model back into the spotlight and associated it with an image of confidence, freedom and adrenaline. The Kawasaki GPZ 900 R Ninja motorcycle, which Maverick rides in several famous scenes, also played a significant role. The film linked the motorcycle with speed, a rebellious lifestyle and the energy of the main character, making Kawasaki one of the brands most strongly associated with the entire Top Gun franchise. Brands such as Budweiser, Porsche and Pepsi also appear in the film, helping to complete the atmosphere of 1980s American culture, luxury and an aspirational lifestyle. The product placement never feels intrusive — quite the opposite. It blends naturally into the film’s environment and supports its visual identity.
Source: filmsactorsmoviestars.comProduct placement in Top Gun: Maverick follows the tradition of the original 1986 film. According to an analysis by Concave Brand Tracking, several carefully selected brands achieved exceptional visibility and marketing value. It is certainly worth noting that the three most prominent brands in the sequel are the same as in the original film. Ray-Ban received the greatest exposure, with its iconic Aviators fitting Tom Cruise perfectly — just as they did in the first film. Other models from the brand also appear in the film. Compared with the original film, the Ray-Ban logo is visible more often, which, according to the study, increased the quality of the advertising impact. Ray-Ban therefore remains the most prominent brand in the entire franchise. Jennifer Connelly, meanwhile, wears Persol sunglasses.
The motorcycle brand Kawasaki also maintained a strong position. Maverick first gets back on the legendary GPZ 900 R known from the first film and later rides the modern Ninja H2 R Carbon. The film also deliberately repeats some iconic shots from the original, such as the motorcycle riding alongside a fighter jet as it takes off. Budweiser appears frequently in the bar scenes. The brand can be seen on bottles, beer taps and cups. Other brands include IWC watches, worn by most of the pilots, and Porsche Design, as Maverick uses the same watch as in 1986. Porsche and Ford cars also appear in the film.
It is estimated that the original Top Gun generated around USD 27 million in advertising value for brands during its cinema distribution. For Top Gun: Maverick, the value of product placement during its theatrical run reached approximately USD 57 million, thanks to a larger number of brands, longer screen time and higher-quality product visibility. A clear comparison of product placement in both films is offered in the following video:
Video: TOP GUN MAVERICK product placement vs the 1986 original
Advertisements inspired by Top Gun
The visual language of Top Gun works across media — from television spots to online video. Advertisements inspired by the film therefore often use dramatic aerial shots, flight suits, rivalry, iconic lines or musical motifs reminiscent of the original. It is no surprise that many global brands rode the wave of both films, deciding to carve out a piece of the famous film’s marketing appeal for themselves.
Shortly after the success of the first film, Pepsi created a television advert that directly used the Top Gun aesthetic — the pilot setting, aviation atmosphere and dynamic editing reminiscent of Tony Scott’s film. The spot is often described as one of the first examples of advertising inspired by the film.
Video: Diet Pepsi - Top Gun (1986)
In 2016, to mark the 30th anniversary of Top Gun, Pepsi released the “Pepsi Max – Top Gun 30” advertising spot featuring Australian racing driver Chaz Mostert. The ad is styled as a tribute to Top Gun and builds on adrenaline and the need for speed.
In 1997, Nissan released an advert that used military aviation styling, dramatic aerial manoeuvres and a visual language strongly reminiscent of Top Gun. Animated pigeons coordinate a droppings attack on a new black Nissan Maxima, which ultimately escapes them. Created by TBWA Chiat/Day and directed by Steve Beck, the advert became iconic thanks to its humour and high production quality and is often mentioned among the best car commercials.
Video: Nissan Top Gun Birds (Super Bowl 31) 1997
IWC Schaffhausen presented a new TOP GUN pilot’s watch collection at SIHH 2016, inspired by the elite aviation units of the US Navy. The campaign and advertising spots worked with military aesthetics, cockpit shots and an emphasis on performance, precision and technical materials. The brand’s entire communication in 2016 focused on connecting luxury watchmaking with the iconography of military pilots and the culture of Top Gun, symbolising professionalism, speed and exclusivity.
Video: IWC Pilot's Collection Top Gun Series
2022 brought a sequel and a tsunami of advertising campaigns
A huge marketing wave naturally arose around the premiere of the famous film’s sequel in 2022, which brought the Top Gun brand back to the centre of pop culture. Advertising campaigns began making extensive use of the aesthetics of military aviation, the nostalgic atmosphere of the 1980s and themes of courage, speed and competitiveness.
One of the most prominent marketing partners was Porsche. The film mainly features an iconic silver 1973 Porsche 911 S, driven by Penny Benjamin, played by Jennifer Connelly. The car was intended to echo the Porsche 356 from the original Top Gun. Director Joseph Kosinski set out to create an “iconic Top Gun moment” — and succeeded:
Video: Top Gun: Maverick x Porsche
Applebee’s, meanwhile, gave away free cinema tickets for a limited time in 2022 to customers who spent USD 25 on food in its restaurants. The advertising spot, entitled “Sweeeeeeet Free Movie Tiiiiiiickets”, was fittingly accompanied by Aerosmith’s song Sweet Emotion.
Its “Top Gun-style” spot “Permission to Buzz the Bees” used AC/DC’s Thunderstruck:
Video: Top Gun Maverick – Applebees's Grill
Xbox also launched its advertising campaign at supersonic speed. In 2022, a special TOP GUN: Maverick Aircraft Set was created for Xbox and the game Ace Combat 7: Skies Unknown, inspired by Top Gun: Maverick. The expansion was produced in collaboration with the film and added six iconic aircraft to the game, including the F-14A Tomcat, F/A-18E Super Hornet and the futuristic DarkStar. The package also included film skins, character emblems, pilot nicknames, and music inspired by the legendary Top Gun soundtrack.
Video: ACE COMBAT™ 7: SKIES UNKNOWN - TOP GUN Maverick Aircraft Set
The CBS Sports advertising campaign “The Time is Now” connected the world of American football with Top Gun: Maverick. The spot features Tom Cruise, who motivates players and viewers alike, linking the atmosphere of elite pilots with the tension of the NFL final. The campaign used dynamic editing, aviation aesthetics and themes of courage, competition and adrenaline — all elements typical of Top Gun. The spot also served as a major promotion for the film ahead of its cinema release.
Video: The Time is Now featuring Tom Cruise | AFC Championship Tease | CBS Sports
The advertising spot “Calling All Mavericks! easyJet takes on Top Gun” was created in 2022 as a recruitment and image campaign for easyJet ahead of the premiere of Top Gun: Maverick. The advert parodies iconic scenes from the original Top Gun, but instead of adult pilots, it features the children of easyJet employees aged 7–12.
Video: Calling All Mavericks! easyJet takes on Top Gun
Top Gun also worked as a recruitment ad for the air force
Top Gun is much more than just a successful action film. Almost overnight, it transformed the image of military pilots into a symbol of adrenaline, confidence and a cool lifestyle. Instead of offering a realistic view of the military, it presented audiences with a stylised world full of speed, rivalry, dramatic aerial combat and iconic scenes that remain among the best-known moments of 1980s pop culture.
A large part of the film’s magic lies in its visual style. Thanks to cooperation with the US Navy, the filmmakers were able to shoot real fighter jets, aircraft carriers and aerial manoeuvres, giving the film unusual authenticity. Shots of pilots in cockpits, slow-motion scenes at sunset and the iconic combination of flight jackets, motorcycles and aviator sunglasses created an aesthetic that influenced advertising, fashion and music videos for many years to come.
Top Gun also worked almost like a perfectly directed recruitment campaign. The film associated the military environment with ideas of freedom, adventure and exceptionalism, significantly increasing interest in careers as US Navy pilots. It was precisely this combination of militarism, glamorous aesthetic, and Hollywood theatricality that turned Top Gun into a cultural phenomenon that brands and advertising campaigns continue to return to today.