Apple Inc., Chanel, Jansport, and Adidas…but what’s that got to do with “Accepted”
October 26, 2009
Accepted (Steve Pink, 2006) is a comedy film centered around “B”, a would-be college freshmen, who after being rejected from all the colleges and universities he applied to, conjures up the idea of creating his very own “college”. Originally a temporary move, when things start to get messy he discovers that he’s actually created a haven in which students just like him can come to learn. Although a light comedy, the film’s dramatic undertone is highly critical of the United States college system and the college ranking system.
For this particular assignment, I’ve been asked to watch the film closely and write down every recognizable product I see that have been placed strategically in the film.
They included:
1.
"Think" brand of car
2.
"Chanel" logo on a bag
3.
Maragaret Bourke White book
4.
"Adidas" logos on clothing and attire
5.
"Apple" computers and software
6.
A Borders Bookstore in the mall
7.
The skateboarding website Spohnranch.com on the skateboard half-pipe
8.
"Crocks" in the shoe store
9.
A 'Woman's Fitness" magazine
10.
A green convertible VW Bug
11.
"hp" equipment
12.
"Jansport" backpacks
13.
"Lacoste" clothing worn by the frat. boys
14.
"Lincoln" car driven by the "Dean"
15.
"Mountain Dew" beverage on passerby's tray
16.
"Nikon" cameras used to take fake I.D's and gift to "Monica"
17.
"Oakley" shirt worn by student
18.
"Panasonic" equipment
19.
"Pepsi" drank by student
20.
"T-Mobile" phone used by "Sherman"
21.
"UHaul" truck outside of school
22.
"Escalade" driven by Frat. boy
Of all these products, the ones that had the most success of being noticed and remembered by the audience includes:
Pepsi, Mountain Dew, the Nikon camera, the Jansport bags, the Apple computers, the VW Jetta and the Escalade. These products were either held on longer by the camera in either a close-up or pan, or were actually being used in the scene by the actors.
Why, you might ask?:
-The Apply computer; it was being used in the scene to make fake I.D’s and during the creation process of the College, not to mention any other time someone was on a computer.
-The Nikon camera had a close-up shot on the character “Monica’s” bed, then rack-focused after a couple of seconds.
-The Jansport bag was worn by not only the protagonists but also many of the extras and minor character roles, and had several seconds of screen time.
-The VW Jetta and Escalade were driven by two of the minor characters.
-The Mountain Dew was the first thing focused on after a cut to a scene in a food court, and we paned left with it until the camera stopped on the focal point of the scene and the Mountain Dew on the tray continued off-screen.
-The Pepsi was being drunk by a student, “Glen”, who was speaking during the scene.
These products are all targeted towards an audience whose age range for this film is 18-35. A majority of these products appeal to young college-bound adults, such as the Apple computer. A large number of students have turned to using Mac’s over PC’s, not to mention the protagonist for this film is also an iconic spokesperson for Apple Commercials; Justin Long. Soda beverages, Jansport backpacks, even Chanel products all appeal to the young adult, college bound age group.
By doing this product placement, the producers can cut costs on making the film, make money back, as well as get free advertisement!
Through product placement, advertisers can advertise their products to their target audience. Granted, we as consumers are bombarded on a daily basis with thousands of advertisements, this is a more subtle, less annoying approach. We see the product, relate to the character, and think “oh I want that Chanel purse” or “that VW Bug is adorable, I want one to commute back and forth to school”.
Product Placement is smart, subtle and successful! So what does Apple Inc., Chanel, Jansport and Adidas have to do with “Accepted”? Product Placement baby!
Check out this website for more cool product placements in films you may have seen!
