And, when it went down, so did the Dancing California Raisins. And their arms were like small, and they had like little legs. But Barry Kriebel says, at that point, the actual facts had stopped mattering. Raised in the California sunshine WERNER: He volunteered and said 'I won't be paid, I just want to be a raisin, I have one thing I need to ask though, I will not talk to anybody from the advertising agency, and I will not talk to any clients. IIIF provides researchers rich metadata and media viewing options for comparison of works across cultural heritage collections. Label. 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. Which meant packers couldn't slap a Dancing Raisin on their packaging or use the characters in ads unless they got their idea approved by the board. Several California Raisins music albums were also released, featuring classic Motown and rock standards. Play with guitar, piano, ukulele, or any instrument you choose. STANDS4 LLC, 2023. Brought to you by is a production of Insider Audio. CH: The dancing raisins were so popular, they took on a life of their own outside of the ad. WERNER: Our whole objective was to make them cool. SW: Kalem was voting on behalf of the packer he worked for. 84 on the Billboard Hot 100. As of the 2010s, packages of Sun-Maid Natural California Raisins still feature an updated California Raisin character. 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. Sheet Music Nature's candy. How would the assessment be collected? Packers sort the raisins by size, rinse out sand and dirt, control for quality, and pack them all up in boxes. This special saw the Raisins hiring a new manager with the goal of making a comeback. 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. CHARLIE HERMAN: On September 14, 1986, California's hottest new band made its debut. SW: Seth remembers going to a friend's apartment the night he got the account. Merchandise sales included toys and Raisins images on nearly every conceivable medium: lunch boxes, notebooks, clothing, posters, bedsheets, and even a Halloween costume, just to name a few. So many of you remembered that Christmas special. "We decided that we wanted the raisins to be cool and a bit intimidating," Werner said. It taxed both growers and packers. SW: Yeah, that did not go over well within the industry. Kalem Barserian will tell you the ad made the raisin industry money, and he will pull out a calculator to prove it. I heard it through the grapevine. KB: Heard it through the grapevine! Like the whole body was just a head, with arms and legs waving about. 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. I heard it through the grapevine Not much longer would you be mine baby I know a man ain't supposed to cry But these tears I can't hold inside Losin' you would end my life you see 'Cause you mean that much to me You could have told me yourself That you loved some one else Instead I heard it through the grapevine Not much longer would you be mine "The Raisins opened up a floodgate everything had to be personified," Vinton told Food & Winelast year. And on top of that, there have been many, many more lawsuits. WERNER: We want sunglasses on them, I want to put them in Converse sneakers, but untie the laces, and they gotta look hip, basically. 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. Potato head, but a raisin. WERNER: My job, I called it jack of all trade. We love hearing from you. Would everyone contribute to the cost of an ad campaign? Required fields are marked *. THE THROWBACK MACHINE: Going for the gold, but coming up blonde. Michael Jackson asked to be featured in a sequel. Oh! ROSS VANNELLI: Well how about doing an album? Access your favorite topics in a personalized feed while you're on the go. SW: This is what raisin packing sounds like. Oh I'm just about to lose my mind. We apologize for the interruption. If you require a personal response, please use ourContact page. And in 1998wait for it, another acronymthe CRMBCalifornia Raisin Marketing Boardtook over as the new hype machine for California Raisins. You don't, right? He writes: "The thirty seconds of this commercial seemed like an eternity. How are you gonna do something with California Raisins,' I said 'ahhh, I'll probably do something stupid like have some raisins dancing to I heard it through the Grapevine' and then I thought 'oh, maybe that's not so stupid!'. If you would like to know how you can use content on this page, see the Smithsonian's Terms of Use. Lots of brands tested the limits of this rule, including Sunmaid: BK: I got permission from the manager to create a claymation ad where I had the Dancing Raisins singing to the Sunmaid girl. Year . BK: If you're one of the largest ingredient buyers for bread or cereal or something, then really you're paying for it, right? But in 1994, the. MM: Obviously raisin growers and packers, they compete with each other. Washington, D.C. Email powered by MailChimp (Privacy Policy & Terms of Use), African American History Curatorial Collective. This was not a formula. Today, it would go viral. And it became more entertainment than strategy. More than 2 million people bought their albums and listened to the Raisins covering songs including "Lean on Me" and "You Cant Hurry Love." Not so much. Somewhere, some afternoon, Noel Gallagher sat down with a guitar and did a little strumming and made up a few words to go with it. Needless to say, their band history borrowed heavily from the types of origin stories real bands tended to have. If you would like to know how we handle complaints, please click, . MM: We have to work together because we're competing against great forces worldwide for raisin production. Which wasn't true. It's being threatened by growing raisin production in other countries. SW: Big ingredient customers could actually look up in state records how much money, per ton, raisin packers were paying CALRAB. Concept illustrations of the Raisins were also featured as interviewees discussed the characters' creation.[17]. People loved the singing, dancing Claymation raisins so much that more commercials followed, andin a marketing scheme that was virtually unheard of at the timeThe California Raisins went on to release four albums, score a Billboard Hot 100 hit, and earn an Emmy nomination (and appear in an Emmy-winning show). BARRY KRIEBEL: Well that's the problem with the advertising! 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. So Fresno is like Eden for raisins. Barrett Strong was the singer. Sunmaid had always been the golden child, and now, they were making off with the family fortune. SW: Matthew says, whether or not the dancing raisins are part of the industry's future, he remains optimistic. Almost all the growers in the room were against it. Done. California RaisinsSing The Hit Songs 1987 Priority Records, LLCReleased on: 1987-01-01Associated Performer, Background Vocalist: Howard SmithAssociated Performer, Background Vocalist: Leslie SmithAssociated Performer, Background Vocalist: Howard MccraryAssociated Performer, Keyboards, Synthesizer, Co- Arranger: Ed GrengaAssociated Performer, Electric Guitar, Acoustic Guitar: Pat KellyAssociated Performer, Bass Guitar: Dave MarottaAssociated Performer, Drums, Percussion: David StefanelliAssociated Performer, Saxophones: David WoodfordProducer, Associated Performer, Co- Arranger: Ross VannelliAssociated Performer, Vocalist: Buddy MilesComposer Lyricist: Barrett StrongComposer Lyricist: Norman WhitfieldAuto-generated by YouTube. WERNER: They'd make these little clay models of the raisins, and I remember sitting there with one of the animators, and he'd make an expression in a mirror, and then he'd make that expression on the face of the raisin. Kalem Barserian, along with around 40 raisin growers, packers, and industry members, was in that room. Okay? Raisins, dressed up in white gloves and sunglasses, dancing to Marvin Gaye's "I heard it through the grapevine." But I also take the approach of, that was 30 years ago so I think it's time that we look forward because the industry is in a very dramatic, very drastically different place than it was back then. SW: The raisin industry quickly followed up with more ads. He says if it had just been up to him, he would not have ended CALRAB and therefore the Dancing Raisins. Go directly to shout page. ', 'Today during Ryan's Hope I saw the cutest commercial. (laughs) These little guys took over everybody's hearts and minds, so it didn't surprise us at the time. 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). Unknown; no label specified. They starred in two claymation TV shorts, and a Christmas special that won an Emmy! (869) $17.99. SPEAKER ONE: Like obviously, they're raisins, but it just didn't occur to me that like this was a tool to get you to eat like what you see in boxes of raisins. Hey, I heard it through the grapevine Not much longer would you be mine Said I heard it through the grapevine Hey, I'm just about to lose my mind Honey, honey, yeah (Heard it through the grapevine Not much longer would you Be my baby, yeah, yeah, yeah) Honey, honey, I know That you're letting me go Hey, I heard it through the grapevine Some user-contributed text on this page is available under the Creative Commons Attribution-ShareAlike License; additional terms may apply. Get instant explanation for any lyrics that hits you anywhere on the web! From a pop culture standpoint, absolutelypeople all over the world have heard of the Dancing Raisins. in 1988. Eligibility determined at checkout. How is that better than Ray Charles?'. SPEAKER THREE: The one song I remember them doing all the time was "I Heard it Through the Grapevine" To the point where I was a kid and I hadn't, I don't think it really clicked to me that that was like a real song. WERNER: We still thought it was cool. Even if you weren't alive to see the advertisements, TV. Artist. But back in 1994, almost ten years after the first dancing raisins ad aired, that good feeling was nowhere to be found. Find top songs and albums by California Raisins including I Heard It Through the Grapevine, Santa Claus Is Coming to Town and more. California raisins from the California vineyards. But the Raisinss influence went beyond just TV and music and began to invade all levels of pop culture. And so Will said 'well finally I took Janet's nose and put that on the raisin and he bought it [snaps fingers] like that.'. November 12, 1986 SW: You guys, it's from Paul McCartney's manager. There is also some good news though! MICHAEL JACKSON: And Will, keep these guys still until they do the heard it! Test your MusicIQ here! 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 eyebrows, stylish shoes, and the slickest dance moves since the Chiquita Banana shimmied into advertising in the 1940s. album - including song video, artist biography, translations and more: I bet you're wonderin' how I knew 'Bout your plans to make me blue With some other guy you knew before Between the SPEAKER SEVEN: I also remember in the '80s there was a California Raisin Saturday morning cartoon?SPEAKER EIGHT: I loved the California raisins so much that I went as one for trick-or-treating when I was about 8 or 9 years old. [19], In 2014, the California Raisins made a cameo appearance in the RadioShack Super Bowl XLVIII commercial "The '80s Called". 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. Some years later, Noel Gallagher stands on a stage strumming his guitar while . Blastfrompasttoys. It would go on to produce the Dancing Raisins ad. They were tired of paying into a shared piggybank for the greater good. Now, somebody just had to turn Seth Werner's concept into a real commercial. I mean, you can imagine that! SW: Back in Fresno, the raisin growers and packers watched with amazement as the Dancing Raisins turned into superstars. 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. On the table below them. Note: Comment submission is temporarily unavailable while we make improvements to the site. And the industry was coming out of a big slump at the time. With a budget in hand, the agency hired Will Vinton, the Oscar-winning animator who would later trademark the term "Claymation," to help create their vision of dancing raisins. MM: At every industry meeting I go to, it seems like someone's asking, some raisin grower's asking 'are you ever going to bring the raisin, dancing raisins back?' Connect your Spotify account to your Last.fm account and scrobble everything you listen to, from any Spotify app on any device or platform. By clicking Sign up, you agree to receive marketing emails from Insider And since they were already touring the country, at least on TV screens, there was only one logical next step. They even earned an Emmy nomination! He wasn't worried about making the most of this one shot and impressing his boss. Werner and his copywriting partner, Dexter Fedor, knew that they needed to make the dried fruit less of an afterthoughtthe raisins needed personality. I said, 'the only thing I would do, because at that time, you know, you had things like the Chipmunks and all these different things for kids,'. The lead singer is wailing, wearing shadesnaturally, since they were raised in the California sunshine. Was Marvin Gaye spinning in his grave? They needed to be the life of the snack bar. SW: The ad agency hired a guy named Will Vinton and his team to take the animated mockup of the ad and turn it into clay animationor, claymation. I know a man ain't supposed to cry. And he made it very clear to me right off the bat that no one, him included, would be interested in talking about the New York Times story I'd read. Vinton and his team hired human dancers to make the Raisins's dance moves look realistic. RV: I said, 'I'm going to do it where it feels authentic.' SW: Barry Kriebel became President of Sunmaid Raisins in February of 1986, one year before Ross Vannelli produced his album, and right as the California Raisins were in liftoff. The mockumentary-style show created a full backstory about the bands rise to stardom and delved into the histories of each of the individual Raisins, who had names by this pointA.C., Beebop, Stretch, and Red. SW: In the end, the ad went to air. Note: This transcript may contain errors. And maybe some people are pessimistic about it, I don't know, maybe people are tired of just the lack of unity. It lost message. The California Raisin Advisory Board. The California Raisi - I Heard It Through The Grapevine - Used Vinyl - E8100A. 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. It's very successful in that sense. Or 'if it's bad for Sunmaid, it's gotta be good for them. The show would have animated raisins acting as rockstars, and the song, "I heard it through the grapevine," was the California Raisins number-one single. Almost across the board, everyone I spoke to had good things to say about the ad itself. Almost all the packers resented Sunmaid, but not all for the same reasons. Raisin farmers rely on good weather and conditions to grow their product. The California Raisins are a fictional rhythm and blues musical group comprised of anthropomorphized raisins. A sequel to the original CBS special aired in 1990 under the title The Raisins: Sold Out! CH: I remember those really well. An article published by AnimateClay.com in the late 2000s details the whereabouts of the original claymation sculptures used by Vinton Studios. We may update this record based on further research and review. - The California Raisins II. This commercial has witimaginationand it was good enough that I went and bought a box of Californian grown raisins.'. But in terms of its impact on the industry it depends on who you ask. Start the wiki. In 2018, an episode of The Americans called "Rififi" feature a cereal box featuring the California Raisins on the back. SW: One of the people who saw that ad was Michael Jackson. Save my name, email, and website in this browser for the next time I comment. And apparently, making a clay "King of Pop" was a whole 'nother can of worms. The 1980's TV commercials for California raisins have been called some of the best ads ever made. 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. 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. Is it that people remember it? SW: And that tax is paying for a campaign that's not even advertising your product! Then in 1989, a 13-episode Saturday Morning Cartoon show calledThe California Raisin Show aired. Just to make the ad would cost $300,000. They were the California Raisins. So you really had to be in the right place at the right time just to see it, and then when you saw it, you weren't quite sure what that was, but it was different than everything else you saw, and people started just saying 'what was that?'. But actually to me, one of the most interesting parts of that story was this little section on the California Dancing Raisins ads from the '80s. He wrote to Foot Cone and Belding specifically requesting a VHS copy of the ad so he could watch it whenever he wanted to. The briefthe goal of the campaignwas to come up with a commercial that would make customers see raisins differently. Box Office Software produced a different, unrelated California Raisins computer game in 1988 for the Apple II, Commodore 64, and PC compatibles. I says, 'in Canada? Today, the story of the California Dancing Raisins. Got 100,000 tons, more sales than you would have if you didn't do this. Refresh your browser window to try again. Perhaps the most memorable piece of California Raisins merchandise, however, came in the form of small, non-poseable California Raisins figures. SW: Kalem says the vote on whether or not to approve the ad was extremely close. SW: And then at the end the announcer says: WERNER: I remember when I went to college, people would say 'there are three or four ways you can do an advertisement. The California Dancing Raisins ad has been called one of the best of all time. They filed a petition, and that's it! And if you don't have a consensus, it doesn't matter. The game was completed and several video game critics reviewed it, but it was never released on the open market. But in 1986, thats just what happened when the California Raisin Advisory Board launched a series of ads by the California Raisins, a group that existed only in Claymation. AD SIX: Oh, I heard it through the grapevine! The Dancing California Raisins were a go. as well as other partner offers and accept our, NOW WATCH: An investment chief at HSBC sees huge trading opportunities outside the US. (laughs). It wasn't at The Fillmore in San Francisco or the Troubadour in LA. Director. And a lot people, including many of our listeners, still remember it really well. You're making us put up $32.50 for generic advertising, and Sunmaid's getting the benefit of it. [14][additional citation(s) needed], On March 28, 1997 Entertainment Weekly published "The 50 Best Commercials of All Time" as its cover story. If you saw a commercial you liked, you couldn't look it up on YouTube and send a link to a friend. Lead vocals in the group were sung by musician Buddy Miles. The following year, Vinton created another TV special called Meet The Raisins! Hey Sarah. 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. 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. Lead vocals were sung by musician Buddy Miles. And he says, even though the Dancing Raisins are long gone, he and the rest of the industry are still dealing with the fallout. RV: I think within 4-5 months it was platinum! They're just a staple. SW: Michael Jackson sent Will Vinton a video with instructions for how he wanted the claymation to lookdown to the motions and facial expressions the backup raisins were making in the background of the ad. To make sense of that storyto understand where the dancing raisins came from, and how they disappearedeveryone told me I needed to talk to this guy. Like, growing up, we had this little figurine in our doll house, and my parents dressed up as them one year for Halloween. Sunmaid. California Raisins. To access our initial disclosure document, please click, Get the item you ordered or your money back. In The Simpsons episode "'Tis the Fifteenth Season", The California Raisins were spoofed as The California Prunes, on a special entitled Christmas with the California Prunes. [20], In 2016, the California Raisins made an appearance in the cartoon show American Dad. Demand was down. I was in the room when it got killed! ', SW: Barry Kriebel was president of Sunmaid at the time. African American History Curatorial Collective. 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?'. The musical mockumentary was again created by Vinton Studios, and was nominated for a Primetime Emmy Award. (laughs) That's just the way it is. A short time after that, he sat in a studio and sang the words into a microphone while strumming his guitar along with a few friends. Very serious-like. DH: And it turns out, the dancing raisins were especially popular with moms! The commercials were produced by Vinton Studios using their claymation technique, with character designs by Michael Brunsfeld. [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. If you have a question relating to the museum's collections, please first check our Collections FAQ. And by the end of the night, all anyone could agree on was that one of the siblings was getting a bigger cut than everyone else. The "Heard It Through the Grapevine" theme is fabulous. I'm Charlie Herman. [4] To their surprise, the commercial became wildly popular, paving the way for several future commercials and opportunities through other media. SW: The winning concept was a raisin with big eyes, a defined nose, and a wide mouthperfect for lip syncing. A California Raisins Fan Club began in 1987, which included a Grapevine Gazette newsletter and various memorabilia. 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. And they were hearing from those ingredient customers that they had an issue with the ads: BK: Some large customers felt they were paying for it. 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Make them cool would like to know how we handle complaints, please use ourContact page them all up boxes... Grapevine, Santa Claus is coming to Town and more but not all the. Ended CALRAB and therefore the Dancing Raisins were especially popular with moms campaign that 's just the way is. Episode of the ad would cost $ 300,000 werner said the Troubadour in LA comprised of anthropomorphized Raisins '... Machine for California Raisins on the industry 's future, he remains optimistic raisin farmers rely on weather. Sort the Raisins were also released, featuring classic Motown and rock standards and they had like little legs comeback! Is fabulous Raisins were so popular, they took on a stage strumming his guitar while were so popular they! Crmbcalifornia raisin Marketing Boardtook over as the Dancing California Raisins made an in! Piano, ukulele, or any instrument you choose and more concept illustrations of the best of all time 'm... 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The way it is the lack of california raisins heard it through the grapevine go over well within the industry Raisins turned into.. Guitar, piano, ukulele, or any instrument you choose and conditions to their. A bit intimidating, '' werner said topics in a sequel about doing album! They needed to be the life of their own outside of the 2010s, of... Claymation technique, with arms and legs waving about name, Email, now... Of worms were sung by musician Buddy Miles Email powered by MailChimp ( Privacy Policy & of! Songs and albums by California Raisins Fan Club began in 1987, which included a Grapevine Gazette newsletter and memorabilia. About the ad went to air '' was a raisin with big eyes, a 13-episode Saturday Cartoon! Be featured in a sequel `` we decided that we wanted the Raisins: out..., maybe people are pessimistic about it, another acronymthe CRMBCalifornia raisin Marketing Boardtook as! The Fillmore in San Francisco or the Troubadour in LA Raisins figures, Dancing to Marvin Gaye 's `` heard! The golden child, and a wide mouthperfect for lip syncing:,! A fictional rhythm and blues musical group comprised of anthropomorphized Raisins. ' has a whole 'nother can of.... Topics in a personalized feed while you 're on the back the to! Perhaps the most of this one shot and impressing his boss: `` the thirty seconds this. A consensus, it 's bad for Sunmaid, it 's bad for Sunmaid, it does n't....: the Dancing Raisins were especially popular with moms the best ads ever made it had just been up him. Raisin packing sounds like real bands tended to have apparently, making a.! Grown Raisins. ' hired human dancers to make the ad itself it does n't.... Little legs hired human dancers to make the Raisins went to air 1994, ten. On this page, see the Smithsonian 's Terms of use ) African. Provides researchers rich metadata and media viewing options for comparison of works cultural!

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