Yesterday we discussed Target’s “Baby Got Backpack” commercial. Today someone sent me a link to oddsagainst7even.com. It’s another new Target campaign, aimed at college-bound indie-rock fans. Bloc Party, 22-20s, British Sea Power, the Hold Steady and other bands are featured in slick webepisodes that attempt to further blur the line between entertainment and marketing. I did some googling to see if other bloggers were rolling their eyes. Urbanhonking reports:
It’s way creepy, like one of those super product placement heavy teen movies, but reversed. This time it’s more like “film placement” or something: the mock-casually arrayed back-to-school catalog and Bloc Party cell phone (it turns into a Target logo if you mouse over it!!!!) are the real stars here…
As for the story itself, it seems to revolve around our Seth-Cohen-lite indie rock hero and PCU-lite wacky friends trying to find a band to play some show at their college or something.
So here it is, indie rock in 2005: a culture placement in a Target movie. Damn.
Free ringtones though!