Wednesday, December 13, 2006

Direct Sponsorship 3 -end credits - leave the audience with a good feeling about the sponsor

The last thing the audience will see and hear after laughing at one my internet cartoons is the sponsor's name and logo. This will leave the audience with a great feeling about the show and the people and products that made it possible.
The Huckleberry Hound Show end credits sequence:






Huckleberry Hound and Cornelius Rooster drive around the circus tent, picking up other Kellogg's mascots....


...like Kellog's Rice Krispies mascots: Snap, Crackle and Pop...




... and Kellog's Smaxey the Seal, Tony the Tiger, Tony Jr., and Sugar Pops Pete...














Rocky and his Friends end credits sequence:


















20 comments:

Anonymous said...

What would be great would be to see weird ads on cartoons these days. Such as Viagra, or Tampons. "Todays Simpsons was brought to you by EMD Viagra, the #1 Erectile Dysfunction Prescription so remember kids, it makes a great xmas present for dad! ...

All honesty ads on cartoons kinda seems like professional athletes endorsing Nike, or Reebok, eventually the money gets to there heads. :-P

Max Ward said...

That somehow put me in the mood for all those products, almost 50 years afterwards too!

Anonymous said...

Heh, that's actually really neat, I'd love to see engaging end credits on tv, even if it means advertising in there, it's a nice touch.

Re: flashcartoons - well ads on cartoons means that the cartoon creators are able to finance the cartoons themselves, rather than have to bother with networks, which has been the whole point of the last three posts...

queefy said...

Anyone remember the old I love Lucy opening credits for the Philip Morris Cigarettes?

Peggy said...

I continue to be vaguely surprised that nobody's really done this with online cartoons. Especially with all the hype about "viral marketing" these days.

I seem to remember some experiments along these lines in the beginning of the Flash cartoon world, beyond the Spümcø ones - I think my collection of Joe Paradise episodes still has Sony bumpers on it - but nobody's quite managed to make this work. On the other hand nobody seems to have tried it since broadband became really common, either: where's the YouTube-spread Cool Corporate-Sponsored Cartoon?

Now that online stuff is a Serious Medium, the chance of doing it via the web has probably diminished - all the execs will want to have their fingers in it, making it EXTREME or BRAND-POSITIVE or otherwise crap.

rodineisilveira said...

Johnny K.,

Please, include on your blog, the overtures and the closings from The Quick Draw McGraw Show (Hanna-Barbera/Columbia Pictures, 1959-62) and from the classical Yogi Bear Show (Hanna-Barbera/Columbia Pictures, 1960-62), both sponsored by Kellogg's cereals, for the delight of the elderest HB-fans from the whole world, OK?
Well, that's it!
Arriverdeci! (Bye-bye in Italian)

Cheers from this faithful friend who always writes 4 U,

Rodinei Campos da Silveira (from São Paulo, Brazil)

HANNA-BARBERA - TOP CAT - 45 YEARS

:-)

Anonymous said...

The best things about these commercial endorsements is that they were paid for by the sponcers, thus allowing for fuller animation of all the characters than you would normally find in one minute of TV animation. Most of these spots were handled by animators used to doing animation for theatrical shorts.

The Huckleberry Hound titles were later reanimated to use the show's characters in place of the Kellogg's characters when the show went into syndication.

I'm not sure if turning cartoon characters into pitchmen is the answer, although I will admit, it will provide some animators with some much needed work.

Anonymous said...

I like seeing Wilma smoke. She looks cool and sophisticated.

Anonymous said...

Wow, what another great series of posts John!

The direct sponsorship model really does work, provided you can deliver the right audience to the right people. I do puppets and about six or seven years ago experimented with an online show that used this approach. It worked really well, but the sponsor went bankrupt because of dotcom boom and then the online advertising market imploded so we weren't able to continue it, but it was good while it lasted.

I really loved those Spümcø web cartoons from the `90s that Tower Records sponsored. More creators should definitely look in to this!

Anonymous said...

I see no reason why your characters shouldn't do commercials, to me they're more likeable and real than many people are. More so than most celebrities and athletes.

If as a kid I'd seen a cereal box with cigarettes the cat on it, I would have liked to know what it tasted like, even if it was just powdered toast. There's no real person or athlete I can think of who could have inspired me to eat any cereal.

Direct sponsorship on the internet could work great. I occasionally go to internet video sites and I have to sit through some really terrible home financing commercials before I can watch the clip I want to see. If it were one of your commercials instead I'd be more inclined to watch it. They're watchable not
only as a commercial but as the form of entertainment you go to those sites to see. It'd be a far more enjoyable experience.

Anonymous said...

Products...must...buy...Products!

Anonymous said...

Ok this is a little off subject, but I'm trying to find a DVD collection of one of my all time FAVORITE cartoons Popeye! Only problem is I'm not sure if one even exists. Has anyone on here heard of a Popeye DVD set, if there even is one?

Anonymous said...

Sugar Pops Pete must be the best cereal mascot ever, but I'm biased.
http://theimaginaryworld.com/rrrl03.jpg
It looks like sometimes his gun is made out of a candy cane. Nobody would dare making a gun toting cereal mascot these days.

What makes it even better, the Amerigo Vespucci cut out from the back of the box!
http://theimaginaryworld.com/box1011.jpg

It was a real drag to witness the downfall of cool breakfast cereal in the 80s. Maybe there will be a breakfast renaissance someday. No more Atkins Puffs!

Jorge Garrido said...

>I see no reason why your characters shouldn't do commercials, to me they're more likeable and real than many people are.

Plus, for some reason the best animation being done today is for commericals. Check out soem of the animation for Pebbles cereal. I swear it almost looks like Clampett style animation (albeit wiht watered down Ed benedict desigsn) in some parts. Renegade Animation did some good Cocoa Puffs animation, too.

I think Chuck-something did them. I forget his last name. Gammage or something?

Andrew Moore said...

Smaxy the Seal is freaking awesome. So much better than that stupid "Dig 'em" frog.

I remember an episode of the Ed Wynn show I saw on video tape as a "ute". There was an entire sketch built around Camel Cigarettes.

What's great about the "old" way of working with sponsers is it's totally transparent. It says "Ed Wynn endorses Camel and Camel endorses Ed Wynn." Now-a-days it's all "viral" marketing and consumer manipulation. Real covert.

BTW - I once got detention for drawing a picture of Fred Flinstone smoking a cigarette. This series of blogs brought back that fond memory.

tackman57 said...

Another excellent posting about a form of the "creative process" that should be made standard industry-wide, not only for commercials BUT the entertainment as well. Let the product companies pay the artists to come up with excellent quality "direct sponsorship" & leave the "suits & bean counters" out of the loop. Maybe the product companies & artists need to have a conference or "take a lunch" together & present a common front! Otherwise, it's not only TV that's going to be belching out bland, uninteresting images. The rate the web is going, it will be in the same fix with in 5 to 10 years that TV is in now. As it always the case, "the big guys in the big offices in big suits" think they know the creative process better than the artists OR they just don't give a damn (which is what I actually believe!).

Shorty said...

For my mind (the little that it’s worth) I think the advertising works better when it’s an established character that’s being licensed, or if it’s a character that exists only for the brand and the commercials. A full length cartoon that exists as commercial I don’t like the notion of.
It feels contrived to me if you have a character that goes through all the actions and adventures but with a consistent attempt to sell, or an underlying pushing of a product. If the character only exists to sell then let them be that. Make it as much fun as possible, but a full cartoon only to sell a product other than the cartoon itself does not sit well for me. I think the cartoon is the product and the rest is a bonus, advertising off of that, toys that are in and of themselves toys, and the learning, or keeping you clean is extra goodness. Certainly have adds made to suit the cartoons, almost as a complete environment, a cartoon world, with cartoon adds that sell real world products, but I like the separation of a show and a commercial.
Although it makes me wonder if you had a character that had a job as a sales person what you could do with them.

Shorty said...

The flintstones selling cigarettes seems a sick joke to me, -I do not remember commercials in cartoons, Huckelberry Hound I remember without the Kellogg’s sponsorship, I don’t know if that was an edit for the Australian audience and they never showed the adds in Oz or not. I do remember commercials that used cartoon characters, and they were more fun.
I loved the log commercials, and Powdered Toast Man, as much as anything because they seemed to be poking fun at the lack of substance that the equivalent products had. “New sham! -Now with 3 passive ingredients that do nothing”!
I like The Flares, I thought they were great fun and a great commercial, it would be good to see more of and more like them, but I don’t think I’d want to see them as a stand alone cartoon and still represent Old Navy, seems it would limit what they could do, and give them an alternate motive. Maybe as guest superstars in another cartoon it could work, tricky though.

-Shorty

JohnK said...

>>It feels contrived to me if you have a character that goes through all the actions and adventures but with a consistent attempt to sell, or an underlying pushing of a product.<<

That business model worked for about 30 years and produced many classic shows like Jack Benny, I Love Lucy, The Flintstones, Beverly Hillbillies and tons more. It keeps the network execs out of the picture and allows the creators much more freedom.

Maybe you are confusing this with the He Man business model, which was a toy created by toy execs and then turned into a bad cartoon by a bad cartoon studio that would sell its own mother.

SOMEONE has to pay for cartoons, or they won't get made.

The model we have now in TV will never allow for another show like Ren and Stimpy to happen, that's for sure.

Charles Brubaker said...

Great clips, John. Especially liked the "Rocky" ending.

Interesting to see Daws Butler actually credited in it (in later credits, Daws' name was removed).

But..."Val-Mar Studios"? Is that the original name of Gamma Productions, the Mexican animation studio that worked on Jay Ward cartoons?