The purpose of the study is to investigate which of the following three product placements viewers pay attention to and remember the most in the movie Barbie (2023): passive placement, active placement with mention, or active placement without mention. The research questions answered in the study are: (1) Which of the following types of product placements do viewers tend to pay attention to the most: passive placement, active placement with mention, or active placement without mention? (2) Which type of product placement do viewers tend to remember the most: passive placement, active placement with mention, or active placement without mention? The methodology applied is a mixed method where the quantitative method is carried out through eye tracking and the qualitative method through semi-structured interviews. The eye tracking experiment showed the participants' fixations on the brands and thus we could see which product placement attracted the most attention. The semi-structured interviews clarify on which of the product placements the participants remembered the most. Data was collected from ten participants, and the same people participated in both the eye tracking and the interviews. The study is relevant because advertising as product placement affects audience awareness. As product placement is a growing strategy today, it is particularly important to understand how we pay attention to and remember them. Therefore, an approach focusing on how different product placements are noticed and recalled by viewers was applied. The results of the study indicate that product placement with mention is the most noticed and recalled placement. The study suggests that visibility and connection to the story are crucial for both the attention and recall of product placements. The study was based on stealth marketing theory and cognitive psychology. According to stealth marketing theory, placements can influence viewers' memories without them consciously focusing on them, as demonstrated by the fact that some participants were able to identify brands even though their eyes were not fixated on them. In line with cognitive psychology, it was found that locations with high salience received more fixations and thus better memory recall.