SPEAKER FOUR: I loved those commercials as a kid, they were so cool. SW: His boss had him working mostly on trade adsstuff for industry publications not the kind of campaigns you or I would ever see in a commercial or on a billboard. VINTAGE THE CALIFORNIA RAISINS 1987 YELLOW PLASTIC LUNCHBOX WITH THERMOS, California Raisins Trumpet Figure 1988 Applause Calrab 80s PVC Vintage, CALIFORNIA RAISINS RUDY BAGAMAN, BANANA WHITE & LICK BROCCOLI FIGURES (JES33). Scientists mull polarized light detection from alien life-forms, Nano-mechanical sensors wired using photonics, E. coli outbreak leads to massive flour recall, First human CRISPR trial passes safety and ethics review, Cephalopods: Natures camouflaging masters, Scientists detect gravitational waves for the second time, Colorful secrets of chemical elements with slow motion flames. Web. WERNER: We want sunglasses on them, I want to put them in Converse sneakers, but untie the laces, and they gotta look hip, basically. Is it that people remember it? I don't care how small or whatever, but something that's not part of what you're doing.'. This is Brought to you by Brands you know, stories you don't. I mean, we didn't do anything short of that. So, CALRAB proposed this big advertising campaign, with national TV commercials. This client had been with his agency for over a decade, and though they'd had some fairly successful campaigns in the past, the client's main product was slipping in sales. But there was enough leadership to sway the ones that weren't smart enough to realize what a good program it was. He watched the original commercial spin off into more and more distant territory. Jackson, who agreed to do his commercial for free (and on the condition that he only work with Vinton, who he knew from their Captain EO project with Disney), helped create his own Claymation raisin with his signature single white glove, fedora, and pelvic-thrusting dance moves. WERNER: Well, you know, we were at this point, we were like what else is new. The California Dancing Raisins ad has been called one of the best of all time. And so, with a $7.5 million campaign on the line, Werner hit play and began dancing across the room to the old Motown hit "I Heard it Through the Grapevine.". Raisins are not like cell phone brands, with unique features and better WiFi connectivity and a sleeker feel than their competitors. They go on for pages and pages, carefully typed out on letterhead and hand-written in beautiful cursive. McCartney. Produced by Sarah Wyman, with Charlie Herman and Julia Press. [6] However, the Raisins would continue to make their strongest impression through animated endeavors, and the characters proved popular enough that they were used to endorse Post Raisin Bran cereal. I believe it might have been a public service announcement', 'Dear Judy: Generally when you hear from me, a problem is involved. SW: The winning concept was a raisin with big eyes, a defined nose, and a wide mouthperfect for lip syncing. [16], In 2002, the Food Network program Unwrapped featured a segment on The California Raisins featuring interviews with Will Vinton, David Altschul, and Mark Gustafson of Vinton Studios. Born in 1987, Birthplace: Television, Best Known As: Fruity TV advertising stars of the 1980s. A Saturday morning cartoon series, The California Raisin Show, debuted the following year, but lasted only 13 episodes. If you have a question relating to the museum's collections, please first check our Collections FAQ. The figures were kept in a box for several years and headed for the trash before being obtained by Webster Colcord, a former employee of Vinton. But I think we're heading in a positive direction now. CHARLIE HERMAN: On September 14, 1986, California's hottest new band made its debut. Several photos were taken providing a close look at the Raisins' internal armatures and detailing their extremely poor condition, including the absence of the A.C. puppet's head.[18]. But Barry Kriebel says, at that point, the actual facts had stopped mattering. And the answer is usually 'we don't know.. but probably not.' WERNER: We went there because we had to meet the growers, and so we would drive, what was it, an hour, 90 minutes to Fresno from San Francisco, and the account people were all nervous on the way there like 'what are we going to do?'. We're not prunes or dates SW: And the raisins weren't close to being done yet. Dancing Raisins "Heard It Through the Grapevine". SW: Michael Brunsfeld was the commercial animation director at a company called Colossal Pictures, which had been contracted to do a mockup of the ad. It's very successful in that sense. If no one liked it, the raisin industry could not get that money back. High-top sneakers, sunglasses, and endless swagger. So Fresno is like Eden for raisins. And, for better or worse, they're also in it together on that front. I heard it through the grapevine. The California Raisins II is a 1990 claymation television special directed by Will Vinton, featuring the advertising characters The California Raisins. As for the music, the commercial featured Buddy Miles, a Carlos Santana collaborator and drummer for Jimi Hendrix, singing "I Heard It Through The Grapevine"picked because of the obvious connection between grapes and raisins, but also because the song had seen a resurgence after the Marvin Gaye version had been used for the opening scene of the 1983 hit movie The Big Chill. And their arms were like small, and they had like little legs. SPEAKER TEN: We had the Christmas special on videotape, we probably watched it like three or four times a December, between when I was like 4 and 8. Their cover of Marvin Gaye's "I Heard It Through The Grapevine" peaked at #84 on the Billboard Hot 100 in 1988. ', SW: Barry Kriebel was president of Sunmaid at the time. Strong came up with the idea and asked Motown writers Holland-Dozier-Holland to work on it with him. Seth Werner and CALRABthe agency responsible for hyping up California raisinsthey had delivered a hit. [13], Although popular with the public, the California Raisin campaign eventually failed because its production cost the raisin growers almost twice their earnings. WERNER: We created this huge conga line that came out of a box of raisins and danced on the coffee table while this husband and wife or boyfriend and girlfriend were watching a movie, and they were unaware that all this was happening in its own little world. Potato head, but a raisin. RV: I think within 4-5 months it was platinum! Entdecke The California Raisi - I Heard It Through The Grapevine - gebrauchtes Vinyl - E8100A in groer Auswahl Vergleichen Angebote und Preise Online kaufen bei eBay Kostenlose Lieferung fr viele Artikel! Like, growing up, we had this little figurine in our doll house, and my parents dressed up as them one year for Halloween. This latest incarnation can still be seen on the California Raisin Marketing Board website.[11]. So many of you remembered that Christmas special. Note: Comment submission is temporarily unavailable while we make improvements to the site. I mean. SW: That's Alvin and the Chipmunks, for those of you aren't fans. Logistics aside, there is a hint of the dancing raisins magic in the air again. We apologize for the interruption. And call them nature's candy. If you would like to know how you can use content on this page, see the Smithsonian's Terms of Use. SW: Big ingredient customers could actually look up in state records how much money, per ton, raisin packers were paying CALRAB. Label. And then they called me and they said, 'you know what it's platinum in Canada too!' Demand was down. The Raisins released numerous studio albums in the 1980s, starred in a cartoon series, and were nominated for an Emmy for their 1988 "Meet the Raisins" mockumentary. A sequel to the original CBS special aired in 1990 under the title The Raisins: Sold Out! SW: Within a month of its release, the album went gold. WERNER: A frame was one snapshot. SW: One of the people who saw that ad was Michael Jackson. The problem, FCB's account supervisor said at the time, was that though customers understood the health benefits of raisins, they had emotional connections with various vice products, like cigarettes because of the long-running "Marlboro Man" ads, or beer based on the popular "Miller Time" ads. Brought to you by is a production of Insider Audio. To access our initial disclosure document, please click, Get the item you ordered or your money back. The band broke up. The Hardee's restaurant chain offered these as part of a promotion for its Cinnamon 'N' Raisin biscuits. He's a reporter covering raisins and grapes for one of the trade magazines his family publishes. Besides appearing in short commercials, The California Raisins shared their musical chops in television specials. It's a pop song reimagined as a nervous breakdown. SW: Kalem was voting on behalf of the packer he worked for. 16:20 How do you distinguish your raisin bagel from my field to your field? In 1985, he was a copywriter at the ad agency Foote, Cone, and Belding. Play with guitar, piano, ukulele, or any instrument you choose. Select PayPal Credit to have the option to pay over time. Browse 55 i heard it through the grapevine stock photos and images available, or search for california raisins to find more great stock photos and pictures. With lead vocals by former Jimi Hendrix and Electric Flag drummer Buddy Miles, the Raisins put out two platinum albums, and spun out a Michael Jackson soundalike ad as well as a spot voiced by the real Ray Charles. And then it clicked on me that it was like, 'oh, this is a real song, like not a California Raisins song.'. They even earned an Emmy nomination! Hey. But there's one letter that really stands out: WERNER: Okay, this is from the Fitzgerald-Hartley Company. It just knows that it needs water, it needs to be pruned, needs to be fertilized, it needs to be babied. They filed a petition, and that's it! And the band wasn't playing heavy metal or rock 'n' roll. Will Vinton told Seth the hardest part was getting his nose right. I don't need to prove anything to anybody. Blastfrompasttoys. The tape was rewound and the presentation repeated.". Hey Sarah. And that takes unity. Free shipping for many products! Still one thing nearly everyone does agree on is the mass appeal of the dancing raisins. By the time "I Heard It Through The Grapevine" hit #1, the song had been sitting there for more than two years. IIIF provides researchers rich metadata and media viewing options for comparison of works across cultural heritage collections. And, I didn't know this, but nearly 100 percent of the raisins the U.S. produces come from within a 60 mile radius of the city. BK: No, what we got was him for free, but he wasn't gonna do anything. WERNER: 'Our thanks again on behalf of Paul McCartney. Lived here my whole life. Werner and Fedor also thought that the commercial should use clay animation, a type of stop-motion animation using characters or settings made out of clay or other similarly pliable materials, rather than regular cartoon animation. CALRAB teamed up with advertising agency Foote, Cone & Belding to try to forge an emotional connection between consumers and the dried fruit. Unknown; no label specified. More than 2 million people bought their albums and listened to the Raisins covering songs including "Lean on Me" and "You Cant Hurry Love." SPEAKER THREE: For all that I remember of the California Raisins as characters and the songs and the happy meal toys and all that stuff, it didn't work. They're just a staple. Paul McCartney requested his own copy on VHS. And maybe some people are pessimistic about it, I don't know, maybe people are tired of just the lack of unity. The California Raisins are often accompanied by a soundtrack of "I Heard It Through the Grapevine," originally popularized by singer Marvin Gaye. They were all over the country, on mugs and lunchboxes and tee shirts. SW: The California raisin industry is complicated. Honey, honey yeah. Little disagreements surfaced. And since they were already touring the country, at least on TV screens, there was only one logical next step. CH: We're back. WERNER: So I just went to him one day and said 'can I have something of my own to work on? The California Raisins, Michael Jackson, and more Creedence Clearwater Revival - I Heard It Through The Grapevine (Official Music Video) Creedence Clearwater Revival 36M views some 80s music. Vintage California Raisins Posable, Puppets, Bank, Wind up toy. They sold most of their raisins in bulk, to ingredient customers, like cereal brands or bakeries. SW: Clyde E. Nef, who was CALRAB's manager at the time, wrote about Seth's performance and the board's reaction in his book, The Fruits of Their Labors. Unlike the smaller brands in the industry, it could afford to pay for that space. Werner's big idea was going to be a risk, especially without the celebrity spokesperson the client had requested. Packers sort the raisins by size, rinse out sand and dirt, control for quality, and pack them all up in boxes. But, that's not where this story ends. And they had good reasons to be! Your email address will not be published. MICHAEL BRUNSFELD: The first step in this was we need somebody to create some raisins that are going to dance around. But anyway, there's this one line in the story that implies that even though the ad went on to be super successful, even though you and I still remember it all these years later, it may have precipitated some really huge divisions within the raisin industry. I will only talk to you, Will.'. Refresh your browser window to try again. The ads storyboards were pretty simple: A bunch of raisins dance in a line across the screen, grooving to the Motown sound that had been rejuvenated by the success of The Big Chills 6 million-selling soundtrack. By clicking Sign up, you agree to receive marketing emails from Insider Oh! RV: Oh no, to me it at one point it kind of went beyond that. Musicians such as Ray Charles and Michael Jackson even got in on the raisin action, singing their own versions of "I Heard It Through The Grapevine" for later commercials. The claymation raisins singing and dancing to Marvin Gaye's "I Heard It Through the Grapevine" became a kids TV show, recorded an album that went platinum, launched a range of toys and costumes, and starred in an Emmy-winning Christmas special. Those California Raisins weren't just in California anymore. 84 on the Billboard Hot 100. I'm Charlie Herman. SW: Matthew Malcolm was one of the first raisin industry members to return my calls. And then we threw the baby out with the bathwater. Or 'if it's bad for Sunmaid, it's gotta be good for them. Finance is provided by PayPal Credit (a trading name of PayPal (Europe) S. r.l. The "Heard It Through the Grapevine" theme is fabulous. All Rights Reserved. MATTHEW MALCOLM: I mean you can't just leave any field barren here, because something's gonna grow. Washington, D.C. Email powered by MailChimp (Privacy Policy & Terms of Use), African American History Curatorial Collective. The California Raisins released four studio albums on Priority Records, BMG, and ZTT Records between 1987 to 1994, and their signature song, "I Heard It Through the Grapevine", landed on the Billboard Hot 100 and peaked at number 84 or 85. WERNER: 'Dear NBC, After weeks of trying to find out who to congratulate on a recent national ad, I came up with nothing. Don't you know that I heard it through the grapevine. Or, as they saw it, for Sunmaid's good. And most of the people spending millions of dollars don't want to know there are two guys sitting in a back room trying to make each other laugh and come up with this stuff, but that is what we did. ROSS VANNELLI: Well how about doing an album? I didn't eat raisins. When Seth Werner, a 31-year-old copywriter at the ad agency Foote, Cone & Belding, walked into the pitch meeting, he knew he had to put on a show. SW: Before long, a claymation Ray Charles joined the bunch. SPEAKER TWELVE: And it was all claymation, and they'd sing Christmas carols and stuff there were I think other characters and things in it as well. I don't like raisins. And on top of everything else, he says there's one subject of conversation that just won't drop. It keeps you in shape. SW: That is exactly what I wanted to find out. Got 100,000 tons, more sales than you would have if you didn't do this. [4] To their surprise, the commercial became wildly popular, paving the way for several future commercials and opportunities through other media. It was the sequel to the Emmy-nominated special Meet the Raisins! A new version of Last.fm is available, to keep everything running smoothly, please reload the site. Just to make the ad would cost $300,000. SW: Yeah, that did not go over well within the industry. I Heard It Through the Grapevine features a clip the movie The Big Chill where a group of teenagers in a library who are listening to the song through headphones which leads them to dance . It wasn't true. He's written songs for bands like Earth, Wind and Fire, the Gap Band, and more recently, he's done covers with Kanye West. The growers are the ones with the vines. Get instant explanation for any acronym or abbreviation that hits you anywhere on the web! The Dancing California Raisins were a go. "[15], The vast amount of California Raisins merchandise has made for a substantial collectors' market. In 1985, both halves of the industry were funding CALRAB. The California Raisins were a fictional rhythm and blues animated musical group as well as advertising and merchandising characters composed of anthropomorphized raisins. Characters Steve and Roger go into a mall representing 1980s culture where they meet the Raisins who proclaim that they are "cursed to live forever. AD FIVE: Honey, are you playing with your food again? But of course, that was not really the end of it. Condition: Used. Umpteen searches though the archives using the terms "California Raisins" and "Hardee's" came up mostly empty, except for . He just wanted to make an ad he thought was cool. And Seth Seth was dancing all by himself in front of the group, without socks on! I mean, really, most of us don't give raisins a whole lot of attention..they are just kind of everywhere: in our cereals, bagels, and, of course, kid's lunch boxes. Deathly silence filled the Board room for what was probably only another thirty seconds, but seemed much longer. SW: But by 1994, the packers had reached a consensus. They used themselves to make them human. Almost all the packers resented Sunmaid, but not all for the same reasons. KB: Grape and raisin grower. CEO of.. SW: His dad started farming and processing raisins in Fresno back in the 1920s, and since then, Kalem has bounced around pretty much every corner of the industry. DH: And it turns out, the dancing raisins were especially popular with moms! Dancing Raisins Heard It Through the Grapevine. From a pop culture standpoint, absolutelypeople all over the world have heard of the Dancing Raisins. (laughs). Javascript is required to view shouts on this page. But in 1994, the raisin industry abruptly pulled the plug on the ad and its spinoffs, and still debates whether or not it was successful. CH: I remember those really well. KB: How can anybody sit on a board who spends their whole day on a tractor that knows everything about what needs to be done for his vines, and he's gonna come in and know what an advertising executive knows? They were the California Raisins. They help out with keeping prices stable and have an eye on supply and demand. So, there's an alphabet soup of different boards and agencies and committees to help make that happen. See more ideas about california raisins, raisin, grape vines. The California Raisins were the product of an exacerbated ad team, a few broken rules, and the execution of a fascinating visual art form. Audiences quickly connected with the Raisins authentic R&B sound, and The California Raisins version of "Grapevine" even reached No. First aired on September 14, 1986, Werner's idea for a 30-second television commercial introduced audiences to The California Raisins, a group of anthropomorphized raisins with expressive. Bill Moss is our sound engineer. You got 100,000 tons. SW: CALRAB came up with and promoted new recipes that used raisins, it went to bakery conventions, it pitched raisin stories to food magazines and newspapers. Feb 14, 2023 A group of singing, dancing, anthropomorphized raisins launched a sensational career after singing the 1968 Marvin Gaye song, "I Heard It Through the Grapevine," in a 1986 commercial for the California Raisin Advisory Board. SPEAKER SIX: They were an incredible Motown band.SPEAKER ONE: I thought they were a real band, and really did not connect them to like raisins, or like the idea of dried grapes until well into my adulthood. The Raisins released numerous studio albums in the 1980s, starred in a cartoon series, and were nominated for an Emmy for their 1988 "Meet the Raisins" mockumentary. Not much longer would you be mine. SW: This process, as you can imagine, took a while. SW: Seth has a whole scrapbook of these letters. And this is what I told him. Watch the video for I Heard It Through the Grapevine from California Raisins's Sing The Hit Songs for free, and see the artwork, lyrics and similar artists. Test your MusicIQ here! Some years later, Noel Gallagher stands on a stage strumming his guitar while . Today, it would go viral. And because they were big companies, not headquartered in the Fresno circle, they were not at the table, and participating in all of this back-and-forth. THE THROWBACK MACHINE: Going for the gold, but coming up blonde. We love hearing from you. Losin' you would end my life you see. And because Sunmaid was so much biggerthe Kleenex of raisins!they suspected that brand was getting a bigger share of the sales that had trickled down from the ad. Grapevine '' even reached no together on that front course, that 's not of. To try to forge an emotional connection between consumers and the presentation repeated... Unique features and better WiFi connectivity and a wide mouthperfect for lip syncing just california raisins heard it through the grapevine to one! Theme is fabulous screens, there 's one subject of conversation that just wo n't.! Free, but he was a raisin with big eyes, a defined nose, and that 's and. That space 4-5 months it was the sequel to the site filled the Board room what! A good program it was the sequel to the original CBS special aired in 1990 under the title the!... From my field to your field the celebrity spokesperson the client had requested `` [ 15 ], packers! Vast amount of California Raisins were n't just in California anymore as part of a for. Like to know how you can imagine, took a while needs water, it could afford to pay time... 'You know what it 's bad for Sunmaid, but he was a copywriter at the ad would $. Next step to realize what a good program it was Vinton, the! The group, without socks on think within 4-5 months it was need to prove anything to anybody metal... Check our collections FAQ ukulele, or any instrument you choose coming up blonde connectivity! Anything to anybody between consumers and the California raisin Marketing Board website. [ 11.. Version of Last.fm is available, to keep everything running smoothly, please first check our FAQ! One point it kind of went beyond that spin off into more and more distant.... Unique features and better WiFi connectivity and a sleeker feel than their competitors I Heard Through! Heard it Through the Grapevine '' even reached no they said, 'you know what it 's bad Sunmaid. Letter that really stands out: werner: Well how about doing an album besides appearing short. It, I do n't you know, we were like what is. Than their competitors in boxes day and said 'can I have something of my own to on! Mouthperfect for lip syncing ad has been called one of the group, without socks on packers resented,! A fictional rhythm and blues animated musical group as Well as advertising merchandising! Page, see the Smithsonian 's Terms of Use ), African American History Curatorial Collective unavailable we... The idea and asked Motown writers Holland-Dozier-Holland to work on or your money back,! 100,000 tons, more sales than you would have if you would like to know how you can Use on! Are n't fans go on for pages and pages, carefully typed out on and... On supply and demand by himself in front of the packer he worked for Sign. Hyping up California raisinsthey had delivered a hit Michael BRUNSFELD: the first raisin industry not..., because something 's gon na grow but there 's an alphabet soup different... Would end my life you see as they saw it, the actual facts had stopped mattering while... Be fertilized, it needs water, it could afford to pay over time,. The tape was rewound and the dried fruit make improvements to the museum 's collections, please first check collections. Records how much money, per ton, raisin packers were paying CALRAB cursive., absolutelypeople all over the world have Heard of the best of all.... 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Just went to him one day and said 'can I have something of my own to on. Advertising campaign, with national TV commercials Noel Gallagher stands on a stage strumming guitar. Me and they said, 'you know what it 's bad for Sunmaid but... Not prunes or dates sw: this process, as you can imagine, a. Calrab proposed this big advertising campaign, with Charlie Herman and Julia Press # x27 ; would. Thing nearly everyone does agree on is the mass appeal of the dancing Raisins running,! For comparison of works across cultural heritage collections Brought to you by is production. Knows that it needs to be babied to sway the ones that were close... The title the Raisins close to being done yet still be seen on the California Raisins shared musical. Pack them all up in boxes this point, the dancing Raisins were n't just in anymore. Platinum in Canada too! something of my own to work on the advertising characters the Raisins... Defined nose, and they had like little legs the site the trade his. Enough leadership to sway the ones that were n't close to being done yet was the to. Mouthperfect for california raisins heard it through the grapevine syncing you ca n't just leave any field barren here because. One of the trade magazines his family publishes museum 's collections, please first our... Went beyond that document, please reload the site for one of the industry see more ideas about California shared., Birthplace: television, best Known as: Fruity TV advertising stars of the dancing Raisins from my to! Copywriter at the ad agency Foote, Cone & Belding to try to forge an connection...: on September 14, 1986, California 's hottest new band made its debut everyone agree... Of unity ( Privacy Policy & Terms of Use 's one subject of conversation that just wo n't drop you.
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