How Community Turned Product Placement Into Comedy Gold

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The television series “Community” distinguishes itself from other sitcoms in numerous aspects, both positively and negatively, but one of its most commendable features is its product placement. Unlike many TV shows and films where advertisements are integrated, ranging from half-hearted jokes to obtrusive nuisances, “Community” transformed these ads into some of its most engaging storylines. It even took jabs at the brands it was promoting, a unique approach that not all shows have been able to successfully emulate, though some have attempted in the years since. In many ways, modern self-aware social media advertisements and humorous commercials owe a debt of gratitude to “Community”, as well as to the man known as Subway.

As a loyal advocate for our beloved “Community”, I’ve always found it an underdog amidst NBC’s star-studded lineup, battling against heavyweights like “30 Rock” and “The Office”. Yet, it was quite intriguing to observe advertisers investing in product placements on our show. In a daring move, “Community” upped the ante in Season 3 with its ingenious integrated ads for Subway, demonstrating that even an underdog can take a mighty swing and make a significant impact!

Back then, Subway was gradually increasing its product visibility on NBC’s show Chuck, which means they already had an existing connection with NBC. This partnership was discussed by series creator Dan Harmon during a panel at the San Diego Comic-Con in 2012.

He mentioned, “In the past, I’ve handled a great deal of effective integrated marketing, and I’m confident in my abilities. I’m not one of those writers who shies away from it, fearing it might lead to disaster. However, for me to be truly comfortable, I need full control over that area.

Initially, we consistently declined Subway’s offers. At some point, someone proposed, “Why don’t we simply provide you with this sum of money, with no strings attached regarding how you use it?” And my response was, “Alright, I’m game for that.” This approach allows us to spin a tale, ensuring the product placement doesn’t seem forced. It’s not our intention to criticize their placement, but we do need to integrate it into our narrative in a way that feels organic and satisfying. Fortunately, they agreed, and we were thrilled about this flexibility.

Subway/Rick

In Season 3, Episode 13, the narrative unfolds as a Subway restaurant is introduced within the school’s cafeteria, or as Dean Pelton calls it, the “cafetorium.” However, the school rules stipulated that a student must own at least half of any on-campus business. To get around this rule, Subway found a way by enrolling a student who took on the name “Subway” and effectively became a hybrid entity representing the corporation, forfeiting his personal identity in the process.

In a humorous, exaggerated setting, the storyline was quite revolutionary for television back then. The concept that corporations hold rights equivalent to individuals was a contentious issue, particularly regarding political contributions and the risk of corrupt dealings. Simultaneously, it satirized the character Britta, a well-intentioned but reactive individual who eventually fell in love with a corporate-humanoid and secretly carried on an intense romance with him.

I was thrilled to see the corpohumanoid character return in Season 5, representing the iconic brand Honda. This time around, the show delved deeper into the theme, offering various perspectives on the emerging realm of influencers and their sponsored endorsements. It’s intriguing how both instances make viewers aware that they are being marketed to, but the Honda ads carry a subtle critique, not just of the company, but also of the viewer.

KFC

Absolutely, it’s worth mentioning an example of product placement that occurred on the TV show Community in Season 2, Episode 4 titled “Basic Rocket Science”. In this episode, the study group finds themselves stuck in a dated space flight simulator provided by KFC to Greendale Community College. Here, the blatant references to the fast food brand are more seamlessly integrated into the narrative as they suggest the school’s financial struggles and the equipment’s outdated nature. The idea of using “biscuit thrusters” and “gravy throttles” for rocketry study seems impractical, while associating the “seven herbs and spices” with celestial bodies in astronomy or even cooking doesn’t seem particularly relevant.

These ad campaigns for Community, in part, served as entertaining methods for the production team to boost their budget and maintain a sense of amusement throughout. Simultaneously, they symbolize the unique qualities that make this show stand out. The series never shied away from exploring its universe with a touch of strangeness, and it consistently upheld its dedication to providing an enjoyable and humorous experience for viewers in every moment.

The community can currently be watched on Peacock, with a reunion movie anticipated for release there around the next year.

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2025-05-04 02:42