When I was thinking of a film to
write about for product placement, I immediately thought to myself, what film
has really badass cars? The Italian Job (the remake from 2003…just to
clarify) was the first thing to come to my mind. I know, I know, for anyone who
has seen bits and pieces, or maybe just seen it once, you’re thinking, Mini Coopers…lame.
Lame, they are not! This film made those girly little British cars look like
top-notch spy mobiles. The Italian Job is basically a full-length
advertisement for the Mini Cooper. It is showing how great the car is, while
also paying homage to the original version of the car.
The first time a MINI is seen in
the film is (SPOILER ALERT) just after Edward Norton’s character goes rogue,
and kills Charlize Theron’s character’s father. We know from the first couple
scenes of the film that that man is her character’s father, and that he is a
member of Mark Wahlberg’s character’s team. The scene of his death is
juxtaposed with Charlize Theron’s character going about her everyday life. We
learn that she opens safes for a living, (foreshadowing her following in her
father’s footsteps) and she drives an “old school” Mini Cooper!!
There is a backstory to why the
MINI is the car used in this version of The Italian Job. I discovered
this in an article from The Slate by David Edelstein. The version that I am
writing about is the 2003 American remake (Mark Wahlberg, Charlize Theron
(IMDB)) of the 1969 British film (Michael Caine, Noel Howard (IMDB)). Edelstein
says, “In the original film, the Brits celebrated their orderly advantage over
the disorderly Italians” (Edelstein par. 5). He goes on to say that the MINI is
the only link from the original to the remake because the setting and the
characters have been tweaked. (Below I have included a picture of the Minis from the original and the Minis from the remake.) He says, “the original started a rage for
[MINIS], and the remake gave even a non-car guy like [himself] an urge to get
one” (Edelstein par. 5). This article is further proving the strength of the
advertisement for the Mini Cooper in this film. It demonstrates the reason this
particular car was chosen to be the star vehicle of the film.
(Here is the article: http://www.slate.com/articles/arts/movies/2003/05/another_heist_movie.html)
1969
2003
The ethos argument comes from the
credibility that the actors give the car. The actors, Charlize Theron and Mark
Wahlberg, make a viewer want to drive the car because they drive the car…and
frankly, they are both total badasses, so who wouldn’t want to drive the same
car as they do! In her book, Everything’s An Argument, Andrea Lunsford
says, “ethos creates quick…irresistible connections between audience and
arguments” (Lunsford 44). This quote is supporting the viewers’ decision to go
and buy the car because they see two of Hollywood’s biggest stars driving the
car.At the time, Mark Wahlberg and Charlize Theron had not reached the total
stardom that they presently have, but they were very much on the rise. Three
years before The Italian Job, they did a crime film called The Yards
together, which was pretty popular, bringing individuals to want to go see them
in another crime film together. They were established action/crime film actors,
which brought them credibility to this film, therefore bringing more
credibility to the car. In addition to those two actors, Jason Statham brings
very much credibility to the car in this film. His name is synonymous with the
newest, cutting edge cars, so seeing him driving a Mini Cooper in this film
would make people want to go out and buy the car. Just prior to filming The
Italian Job, Statham starred in the first Transporter film, which is
another action film that is heavily based on the popularity of the car featured
in it. Due to this, he also brought much credibility to the film.
Logically, the argument is in what
the film shows the car can do. An individual watches the film, chase scenes and
crime fighting aside, and gathers the features and capabilities of the car,
coming to the logical conclusion that he or she needs the car in his or her
life. There are many examples in the film that show the specifications of the
car. The first big example is when they first decide to use MINIs when
extracting the gold. The gang is sitting around talking about their escape
route. They are discussing the width of the hallways, which leads Charlize
Theron’s character to the conclusion that a MINI is a great getaway car because
they are small enough to drive inside. This is emphasizing that the car can get
fit into small areas very easily, which is what some viewers that live in large
cities where it is hard to park cars, or somewhere where street parking is
prevalent would want in their vehicle. Another example would be when they fill
the trunk of the car with weights, and Charlize Theron drives it around in
circles, and over an obstacle course, showing that despite the car’s small
frame, it can still hold a ton of weight. In the film, they are testing the
weight to see how much gold the car will be able to hold, but to a viewer, he
or she could be taking in how the car holds a lot of weight, and still handles
well. Lastly, the pure speed of the car is emphasized many times throughout the
film. At the beginning, when Charlize Theron drives Wahlberg to meet the rest
of the team members, he makes several comments about how fast they arrived at
their destination. Additionally, the sound effects emphasize the strength of
the engine and the ability of the car to reach higher speeds faster. The
“vrooming” sound is very frequent in the film, making viewers even more drawn
to the car. Lastly, the car has to be fast to be able to get away from a
helicopter. All of these things together make the viewer feel like the car
could suit their everyday life in one way or another.
Here is a clip of the scene I was discussing in this logos argument. Charlize Theron is driving the car around with all the weights in the back, showing the viewer just some of the amazing things that the MINI can do!!
That feeling you get when you watch
the film; that feeling of I need to go out and buy a MINI so I can be cool is
the pathos argument. The pathos argument is purely in how cool the car would
make you feel. In a passage about pathos, Lunsford mentions how the emotions
are stronger for a viewer if he or she can identify with what is going on
within the argument. While viewers of this film cannot identify with trying to
steal gold from a bad man, he or she can imagine racing through the streets of
Los Angeles in a Mini Cooper, and visioning himself or herself racing through
the streets of his or her own town in the MINI that he or she is going to go
out buy after seeing this film. While the viewers do not directly identify,
they can certainly identify in an imaginary world, further building their
emotional attachment to the car. Although the car doesn’t come into play until
the last act of the film, it is truly a star. The MINI is the reason that the
good guys are able to get away with the gold, which gives the viewer a heroic
feeling about the car. In the final chase scene, the car is bobbing and weaving
and sliding in and out of traffic, just giving off the true feeling of
badassness (yes, I have used this word quite frequently, but there is no other
word to sum it up). Viewers still to this day can’t talk about this film
without mentioning how awesome the Mini Coopers were in it, which gives great
credit to the pathos argument made in this film.
All of these things together make this film a perfect
advertisement for the Mini Cooper. The makers of the car would want to put it
in this film to reshape the image of the car. According to the article we read
in the Orange County Register, “The Center for the Study of Commercialism wants to require filmmakers to disclose the
"stealth advertising" at the start of any film in which it appears”
(Smith 1). I think if this were to be required, it would just be redundant in
the case The Italian Job because with or without an obvious tag at the
beginning of the film, the viewer would know that the Mini Cooper is clearly
advertised in this film, and he or she would not be affected by it. Before,
the car seemed dainty and girly, but after the film, it seems just like any
other sports car. Putting the car in this film made it appeal to a bigger
audience, and boosted sales of MINIs. All in all, it was the right move for the
film, as well as the right move for the makers of the Mini Cooper.
I would certainly give this film 3 tickets because the filmmakers sure took a girly little car and turned it into something completely different!!
I bought my Daughter her first car today. A 2003 mini cooper. Freaking awesome car.. Now I have to get me one ! All I can say is WOE
ReplyDeleteWoe? "great sorrow or distress."
ReplyDeleteI think you mean whoa: "used as a greeting, to express surprise or interest, or to command attention."
ReplyDeleteMini Cooper Logo Vector
Well, since he bought it for his daughter...
ReplyDeleteI had a 2005 Mini and now have a 2015 JCW. :)
ReplyDelete