"Smallville" – A Plethora of Product Placement

Show: Smallville
Episode: “Hero”
First Aired: 2/13/08

Believe it or not, white bread “Smallville” once featured a minority character in a major role. His name was Pete Ross and with best pals Clark and Chloe, they formed the show’s Three Musketeers.  When Chloe proved to be more popular, Pete’s screen time diminished.  However, things looked up when he was let in on Clark’s super secret.  Suddenly the two buds had a unique bond and the potential for storylines was limitless. Unfortunately, instead of following through on this potential, the show runners had Pete mutter something to Clark about his family moving away and we never saw Mr. Ross again. Until now. 

Sam Jones III (not to be confused with Sam “Flash Gordon” Jones) reprises his role as Pete in an episode that would’ve been better if not for a massive epidemic of product placement. Remember the episode that featured wall-to-wall REM songs to plug the band’s latest album?  How 'bout the one where Chloe drove a brand new Toyota Yaris that was constantly referenced throughout the plot? Gone are the good ‘ol days of TV when product placement just meant an actor drinking a Pepsi aimed toward camera.  Now the products are woven into the actual story as key plot elements. This is done to such an extreme in “Hero” that it’s impossible to recap it without mentioning the products, so here we go. 

Jimmy tries to help Kara regain her memory by taking her to a concert by pop rock band ONE REPUBLIC (product #1).  Linger on ONE REPUBLIC for a while.  Pete works for them as a roadie and is craving some gum (seriously).  Luckily/conveniently the concert venue doubles as a manufacturing plant for STRIDE CHEWING GUM (product #2).  Linger on STRIDE CHEWING GUM for a while.  Somehow Pete doesn’t notice it glows green as he pops it in his mouth (perhaps he was distracted by the lovely packaging as seen in close-up).  He suddenly develops stretching powers, ala Plastic Man or Elasti-Lad, and saves Kara (who doesn’t remember she’s invulnerable) from a falling speaker.  High on playing hero, as well as Kryptonite-laced STRIDE CHEWING GUM, Pete returns to his home town with the music of ONE REPUBLIC in his ear.

If that seems like a lot of product placement then consider this -- it was just the opening teaser.  Multiply it by 20 and you have the rest of the show, which is too bad because the story is pretty good. 

We learn that Pete stayed away for so long for multiple reasons: he was jealous of Clark’s powers, he was afraid he wouldn’t be able to keep Clark’s secret (a secret now shared by many Pete notes), and he wanted to get out of his pal’s shadow in regards to his (Pete’s) feelings for Chloe who only had eyes for Clark.  Pete is a complex individual who thinks that his newfound powers will put him on the same level as Clark.  They don’t, but he eventually discovers what will.  Mix in Kara moving from the Kent farm to the Luthor mansion and the overall story is quite good.  Too bad we have to sit through countless commercials to get to it, and I’m not talking about the ones we can TiVo through. 

UP NEXT: An ad for ONE REPUBLIC performing their hit single “Apologize” while enjoying the refreshing taste of STRIDE CHEWING GUM – “the ridiculously long lasting gum.”

- Steve D’Arcangelo

Comments

[comic book girl]

I thought the product placement was redonkulous too but hey, nice reference to Elasti Lad. That was the superhero ID Jimmy Olsen had in the comics when he had his own stretching powers, right? Nice

[Lemming Lemon]

I don't know about you but I can't wait to chew me some Stride gum and listen to some OneRepublic.

[Sam Jones II]

Hey whatever happened to Flash Gordon Sam Jones? Last i saw him was a cameo in the new flash gordon show starring the Whitley from the 1st few seasons of smallville w/ pete ross. but i digress. time to chew some green gum.

PS
A better title for your article would've been "Smallville -- brought to you by..."

[DrEmmettLBrown]

I dont get a chance to watch Smallville as much as I used to because of work and conflicting shows on alternate networks, your updates and reviews are not just funny, but give a nice recap which makes me feel that I almost didnt need to see the show because the summary told me everything I needed to know to keep me on track. Thanks for your contributions to MeeVee, you're one of the best writers on the site in my opinion.

[Super-Gres]

Great read!
I get the feeling though (pringles) that the product placement info (toyota) that we saw was just the tip of the (hanes) iceberg! I now can't help but wonder (woman), how many subliminal messages (sprint) and products were placed that weren't so obvious (levi)!

I must agree w/ the above posters now in congratulation you on your weekly Smallville blogs. I don't panic as much now if I happen to miss an episode. It's as if YOU'RE our blog Hero... only without the ads ... or the hot chicks....