In the early 2000s, shameless marketing on classic network shows was not only common but the standard when it came to television programming. Perhaps the most egregious displays of overt product placement came from shows on smaller networks like the WB and its eventual successor, the CW. One show in particular, the hit Superman prequel seriesSmallville, had a single character often at the center of most of these marketing ploys during the show’s earlier years:Sam Jones III’s Pete “the Boss” Ross. So, when Pete, who was once Clark Kent’s (Tom Welling) best friend, returns in the seventh season episode, “Hero,“the entire narrative is framed around this very 2000s style of product placement… And boy is this Stride gum-centered episode a wild ride.
‘Smallville’ Devoted An Entire Episode to Product Placement
After chewing a piece of the radioactive gum, Pete notices a loose speaker that almost falls on Kara Kent (Laura Vandervoort), who attended the concert with Jimmy Olsen (Aaron Ashmore). Unable to get to her in time, Pete (hilariously) stretches out his arms only to grab hold of her from afar, pulling her back and out of danger. Whilenot every meteor freak in Smallvilleturns into a homicidal killer,Smallvillehas established that most with Kryptonite-crafted powers end up seeing red, and Pete falls into line here. After a serious conversation with Lex Luthor (Michael Rosenbaum), where the LuthorCorp owner threatens to expose Chloe’s (Allison Mack) identity as a meteor freak, Pete decides that the Luthors are a cancer that needs to be dealt with. Naturally, this leads him to go after Lex, and he soon gets captured, forcing Clark to step in and save his life.
Though Pete’s powers don’t last, he learns a valuable lesson in heroism. More than that,Pete’s legacy asSmallvilleresident product master remains unchallenged. Centering an entire episode on the character’s connection to not just Stride gum but a OneRepublic concert (“Apologize,” “Stop and Stare,” and “Mercy” fromDreaming Out Loudare all featured here) is pretty legendary, even as far asSmallvillemarketing is concerned. While “Hero” doesn’t rank among anyone’sfavorite episodes ofSmallville, it’s a curious look at the incredibly overt way product placement was once handled on television, particularly on the CW.
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“It’s the weirdest thing.”
The ‘Smallville’ and Stride Campaign Lasted Beyond One Episode
If you thought theSmallvilleand Stride partnership only extended to Season 7’s “Hero,” then you should know that the campaign also includedSmallville: Visions,a web-exclusive DC Comics story tied directly into the episode’s plot. Originally released on the CW website (and now included as a special feature in the official Season 7 DVD/Blu-ray release), the comic ties back to the Season 3 episode “Hereafter,” revealing that Jordan Cross (Joseph Cross) also attended the concert. While there, chewing the same Kryptonite-laced Stride gum restored his own meteor abilities. Unsurprisingly,he fell into Lex’s hands as well, and before he ran off to save Pete, Clark rescued his old ally.
Funny enough,Smallvilleended up with a far longer-lasting power than Stride, which itself boasted a longer chew than other brands. Years later,Stride was discontinued in North America, whileSmallvillecontinues to find new audiences. “Hero” isa strange blip inSmallvillehistory, as is the show’s connection with a gum brand lost to time. While the episode and its comic book tie-in were responsible for the final appearance of original cast member Pete Ross onSmallville, it’s most notable as being a direct (and strange) time capsule of early 2000s nostalgia.
Smallvilleis available to stream on Hulu in the U.S.
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Smallville
A young Clark Kent struggles to find his place in the world as he learns to harness his alien powers for good and deals with the typical troubles of teenage life in Smallville, Kansas.
