The ultimate superhero face-off movieBatman v Superman: Dawn of Justiceis also a showdown of style. A collaboration between the film’s costume designer and Gucci sees Bruce Wayne dripping in style. In an era of ad skippers, brands are reinvigorating product placement to get in front of viewers.

TV ad spend is at an all-time high, with more than £5 billion spent in 2015 on sponsorship and product placement. And some of the main contributors are digital companies – Facebook was the biggest spender, investing £10.8 million in that year alone and accounting for 2.3% of total spend.

It may have once satirised branded content – “oh, awesome, a sponsored post by a snack food company on my favorite media website” – but with the creation of an in-house advertising agency, The Onion will now cater to marketers with native videos and articles. Why would any brand pay to be ridiculed?

EOS lip balm has become a cult hit, selling over 1,000 units per week at Selfridges in 2013 and being named the fourth most influential brand in the world for female Gen Yers. But how has a seemingly dull product spawned one of the most coveted and identifiable brands for women around the globe?