Almost like you can hear the band warming up "I Heard It Through the Grapevine" in the distance. CH: So where did this journey for you begin? 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. Test your MusicIQ here! Condition: Used. SW: So are the California Raisins coming back, do you thinkthe Dancing California Raisins? SW: Yeah, I'm still looking for the pictures. The California Raisins are often accompanied by a soundtrack of "I Heard It Through the Grapevine," originally popularized by singer Marvin Gaye. I said, 'Ok, that's one piece of the marketing puzzle. The answer? Because animators arranged each shot by hand, giving each raisin its own distinct personality (including individualized facial expressions and colorful sunglasses), the commercial took more than a month to shoot. But in 1986, that's just what happened when the California Raisin Advisory Board launched a series of ads by the California Raisins, a group that existed only in . 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.'. WERNER: 'Dear NBC, After weeks of trying to find out who to congratulate on a recent national ad, I came up with nothing. If no one liked it, the raisin industry could not get that money back. These albums were included in the Smithsonian collection and were illustrated and art-directed by Helane Freeman, who later became famous for her work on Hannah Montana and The Suite Life of Zack & Cody, among other Disney programs. Werner and his copywriting partner, Dexter Fedor, knew that they needed to make the dried fruit less of an afterthoughtthe raisins needed personality. Not so much. Many of the items created for the campaign have become part of the permanent collection of the Smithsonian Institution. CH: The dancing raisins were so popular, they took on a life of their own outside of the ad. I Heard It Through The Grapevine - California Raisins. (laughs) These little guys took over everybody's hearts and minds, so it didn't surprise us at the time. A Saturday morning cartoon series, The California Raisin Show, debuted the following year, but lasted only 13 episodes. KB: Grape and raisin grower. I treat my vines as if they were my children. Label. Note: This transcript may contain errors. Oh I'm just about to lose my mind. That could mean that while the ad was running, more customers were buying store-brand raisins instead of Sunmaid raisins and store brand raisins were supplied by those other California raisin packers. AD FIVE: Honey, are you playing with your food again? KB: We're not getting our fair share of it. Like the Archies before them, the imaginary band was a hit. 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. And maybe some people are pessimistic about it, I don't know, maybe people are tired of just the lack of unity. California Raisins T-shirt ~ I Heard It Through The Grapevine ~ Claymation 80s. How could this ad that on its surface seems like an unmitigated success also have caused all these other problems? And the answer is usually 'we don't know.. but probably not.' The California Raisins released four studio albums in 1987 and 1988, and their trademark, "I Heard It Through the Grapevine," was on the Billboard Hot 100. Claymation was an unproven conceptthis was probably the first time it had been used in a commercial. Oh! He wasn't worried about making the most of this one shot and impressing his boss. HO: Oh, there's definitely hope. SW: Paul. Really?'. SW: But by 1994, the packers had reached a consensus. WERNER: A frame was one snapshot. Oh I heard it through the grapevine. 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. [10] Different collections were produced in 1987, 1988, 1991, and finally in 2001 (the latter adding Carl's Jr. due to their late '90s acquisition of Hardee's) for their new stylization. Thanks to everyone who left us voicemails and shared their memories of the California Raisins in our Facebook group. SW: Buddy Miles, who'd been the drummer for Band of Gypsies with Jimi Hendrix, flew to California to record the vocals in Ross's studio. I voted to kill it too. SW: But in some ways, it may be in the same place as it was in the '80s. Don't you know that I heard it through the grapevine. SW: So a couple of months ago, I read this New York Times article that sort of started it all for me. Or 'if it's bad for Sunmaid, it's gotta be good for them. Go directly to shout page. An article published by AnimateClay.com in the late 2000s details the whereabouts of the original claymation sculptures used by Vinton Studios. Logistics aside, there is a hint of the dancing raisins magic in the air again. Music is from Audio Network. SW: Kalem Barserian, raisin industry veteran, again. CHARLIE HERMAN: On September 14, 1986, California's hottest new band made its debut. Or did the dancing California raisins cause more trouble than they were worth? Most of the time when we buy raisins, we have no idea where they came from. Almost all the growers in the room were against it. KB: And the packers got pissed at Barry and killed the program. SW: This process, as you can imagine, took a while. SPEAKER ONE: It was like a Mr. Listen on:Apple Podcasts |Stitcher | Spotify |and more. It even led to an unauthorized collectibles guide published in 1998, cataloging the many items based on the clay characters. First of all, you've got that family dynamic. Some had small brands that competed with Sunmaid. Honey, honey yeah. If you require a personal response, please use ourContact page. The ad was fun, but, to quote The Fruits of Their Labors again, it "made no effort to sell raisins. Dancing Raisins "Heard It Through the Grapevine". There it is. Vocals were sung by musician Buddy Miles. SW: Yeah, that did not go over well within the industry. Fresno is a dusty, medium-sized city in the middle of California's central valley. Costume, Occasion & Specialized Clothing, Shoes & Accessories, Mobile Phones, Smart Watches, Accessories & Communication, Bathroom Fixtures, Accessories & Supplies, Industrial Printing & Graphic Arts Equipment, Shaving & Hair Removal Products & Equipment, The California Raisi - I Heard It Through The Grapevine - Used Vinyl - E8100A, eBay (UK) Limited is an appointed representative of, Learn more about Product Partnerships Limited - opens in a new window or tab. [8] While cel animated by Murakami-Wolf-Swenson, it maintained Will Vinton's creative direction. Get instant explanation for any acronym or abbreviation that hits you anywhere on the web! Top editors give you the stories you want delivered right to your inbox each weekday. 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?' California Raisins. The growers are the ones with the vines. A series of weather-related disasters during the '70s had thrown the price of raisins completely out of whack. This is Brought to you by Brands you know, stories you don't. He watched the original commercial spin off into more and more distant territory. Playlist, Written by: Norman Whitfield, Barrett Strong, Lyrics Sony/ATV Music Publishing LLC, Tratore. SARAH WYMAN: Charlie, I have to start with a confession. Our editor is Micaela Blei. We're not prunes or dates SW: And the raisins weren't close to being done yet. Unless you just happened to have a VCR set up and recording at the exact moment the ad aired WERNER: You had to wait and hopefully see it on TV again on some show you were watching and not know when that was coming, and because we didn't have a very big media budget, it wasn't on that often. And, for better or worse, they're also in it together on that front. And that is something producer that producer Sarah Wyman has made very clear to me since she began digging into the orgins of the California dancing raisins ad. 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. KB: Couldn't find it! 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. KB: Heard it through the grapevine! Concept illustrations of the Raisins were also featured as interviewees discussed the characters' creation.[17]. It taxed both growers and packers. 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. They have two big jobs. 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. But how did a bunch of dried grapes, burdened with the reputationof being a mediocre, boring snack, become synonymous with swagger? Sarah Wyman is our showrunner. 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. 16:20 How do you distinguish your raisin bagel from my field to your field? Got 100,000 tons, more sales than you would have if you didn't do this. I says, 'in Canada? The "Heard It Through the Grapevine" theme is fabulous. You can have a talking head, you can have a situation' you know, there were like formulas on how to do this. And they should pretty much be still once they do their heard it! If you have a question relating to the museum's collections, please first check our Collections FAQ. 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. But of course, that was not really the end of it. It would go on to produce the Dancing Raisins ad. SW: Seth remembers going to a friend's apartment the night he got the account. SW: The California raisin industry is complicated. SPEAKER ELEVEN: We watched it in art class when I was in elementary school. It's very successful in that sense. Perhaps the most memorable piece of California Raisins merchandise, however, came in the form of small, non-poseable California Raisins figures. Earlier this year, the CRMBwhich did not respond to my request for commenthired a brand new Vice President of Marketing. I mean, you can imagine that! I don't care how small or whatever, but something that's not part of what you're doing.'. "The Raisins opened up a floodgate everything had to be personified," Vinton told Food & Winelast year. 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 KB: Because a raisin is a raisin is a raisin. It keeps you in shape. But, that's not where this story ends. Vinton and his team spent weeks making about six different figurines and a set made out of clay. Or, as they saw it, for Sunmaid's good. You're over. This was not a formula. 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 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. Please take time to look at pictures I try and show condition clear as possible. And if you don't have a consensus, it doesn't matter. What about Michael Jackson and what he was contributing? SW: Back in Fresno, the raisin growers and packers watched with amazement as the Dancing Raisins turned into superstars. Director. It's that simple. See more ideas about california raisins, raisin, grape vines. But were they a success for the raisin industry? SW: They pulled up to a business park, hopped out of the car, and marched into a conference room. Like, who was allowed to borrow the actual dancing raisins costume CALRAB had? Seth and his colleagues were getting fan mail forwarded to themfrom viewers, TV stations, and other advertising execs. Learn more about our approach to sharing our collection online. - The California Raisins II. Colossal issued a challenge to some of its animators: BRUNSFELD: How can you make a raisin look appealing? CH: A raisin by any other name would be a dried grape. KB: And at this point, even though I had to vote to kill it, I side on the other side, where I helped put that program together, and was successful for ten years. California Raisins Heard it Through the Grapevine (Better Quality) Herozilla Video Editing and Livestream Gaming 82.3K subscribers Subscribe 10K Share 983K views 3 years ago I don't own the. Will Vinton. Scrobbling is when Last.fm tracks the music you listen to and automatically adds it to your music profile. We're doing our best to make sure our content is useful, accurate and safe.If by any chance you spot an inappropriate comment while navigating through our website please use this form to let us know, and we'll take care of it shortly. In order to be successful, this big "family" has to work together. SW: That's another thing that makes the raisin industry different. But in 1994, the. Those California Raisins weren't just in California anymore. Web. [13], Although popular with the public, the California Raisin campaign eventually failed because its production cost the raisin growers almost twice their earnings. He has faith in the industry's ability to work this out. SW: I mean, how did you react when you found out about that?? The 1980's TV commercials for California raisins have been called some of the best ads ever made. Oh! Now, the story of a man many call an outlaw. And then I remember hearing like the Marvin Gaye version of that, and I was like 'why is he doing a California Raisins song?' Required fields are marked *. 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. Not much longer would you be mine. And on top of everything else, he says there's one subject of conversation that just won't drop. 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. KB: I'll never forget, he was a handsome guy, had white shoes on, no socks, had an earring in this ear, he had the ghetto blaster up on his shoulders, and he turns it on and it's "Heard It Through the Grapevine.". You know how families can be about money. Scrobble, find and rediscover music with a Last.fm account, Do you know any background info about this track? Definitely [both laugh]. Sunmaid had always been the golden child, and now, they were making off with the family fortune. If you require a personal response, please use ourContact page. SW: Matthew Malcolm was one of the first raisin industry members to return my calls. [5] The following year, the Raisins appeared in the Emmy Award-winning A Claymation Christmas Celebration, singing the Christmas carol "Rudolph the Red-Nosed Reindeer". We apologize for the interruption. CALRAB and the commercials it paid for represented the entire industry. SPEAKER FOUR: I loved those commercials as a kid, they were so cool. SW: Big ingredient customers could actually look up in state records how much money, per ton, raisin packers were paying CALRAB. There is also some good news though! SW: He just turned 82, and for the last few decades, he's been privy to almost every dispute in raisin land, and lots of them have landed on his desk. You do the math on how many tons of raisins you're buying from them, and bam, you can see exactly how much of the total cost is going towards California raisin ads. Done. Paul McCartney requested his own copy on VHS. And then we threw the baby out with the bathwater. Unknown; no label specified. Heard it, heard it! But I think we're heading in a positive direction now. You know, what kind of legs does he have so he could do a dance appropriately, does he have oversized shoes, you know, what do they look like? She would always show them to me and talk to me about them and how cute and clever they were, and I just thought, why in the world is a grown woman so excited about something so ridiculous? A sequel to the original CBS special aired in 1990 under the title The Raisins: Sold Out! Not much longer would you be mine baby. Select PayPal Credit to have the option to pay over time. [19], In 2014, the California Raisins made a cameo appearance in the RadioShack Super Bowl XLVIII commercial "The '80s Called". 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 . Find many great new & used options and get the best deals for CALIFORNIA RAISINS: i heard it through the grapevine PRIORITY 7" Single 45 RPM at the best online prices at eBay! On the table below them. Commissioned by the California Raisin Advisory Board (CALRAB), a trade group of raisin producers in Californias Central Valley, the commercial was part of a multi-million dollar campaign to combat slowing raisin sales. RV: And I set it up in the studio exactly how like an old Motown session would be. SW: Before long, a claymation Ray Charles joined the bunch. WERNER: We want sunglasses on them, I want to put them in Converse sneakers, but untie the laces, and they gotta look hip, basically. 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. Box Office Software produced a different, unrelated California Raisins computer game in 1988 for the Apple II, Commodore 64, and PC compatibles. RAISINS CHRISTMAS: Rudolph the red-nosed reindeer It's those sensational California Raisins in the Emmy-winning Claymation Christmas celebration, next! He's written songs for bands like Earth, Wind and Fire, the Gap Band, and more recently, he's done covers with Kanye West. "Picture cover". RV: Oh no, to me it at one point it kind of went beyond that. You got 100,000 tons. So many of you remembered that Christmas special. But despite it all, by a very narrow margin, more than half the room voted to greenlight the ad. And even in the 1990s, Sunmaid was like the "Kleenex" of the raisin industry. 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. The California Raisins merchandising snowballed into 300 different products, including clothing, bed sheets, Halloween costumes, car accessories, lunch boxes, and even toilet paper. Sarah tells us what happened next SW: In 1994, a group of raisin packers voted to shut down CALRAB. CH: I remember those really well. We may update this record based on further research and review. Oh! CALRAB teamed up with advertising agency Foote, Cone & Belding to try to forge an emotional connection between consumers and the dried fruit. 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. There were California Raisins lunchboxes, then Hardee's started handing out plastic Raisins figurines with Cinnamon 'n' Raisin biscuits. The briefthe goal of the campaignwas to come up with a commercial that would make customers see raisins differently. Bill Moss is our sound engineer. And that might be part of why some raisin packers felt like this all boiled down to: "it's us versus Sunmaid.". African American History Curatorial Collective. By clicking Sign up, you agree to receive marketing emails from Insider SW: This is what raisin packing sounds like. I was in the room when it got killed! Not this time, however! The California Raisins are often accompanied by a soundtrack of "I Heard It Through the Grapevine," originally popularized by singer Marvin Gaye. Yeah. You asked someone to name a raisin brand, and they would say "Sunmaid.". The show was broadcast August 29, 1990, on the U.S. television network CBS during primetime. 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. Packers sort the raisins by size, rinse out sand and dirt, control for quality, and pack them all up in boxes. Blastfrompasttoys. SW: This is Matthew Malcolm again. SW: But you know who was on that shelf? onefunplace. Stay up to date with what you want to know. Born in 1987, Birthplace: Television, Best Known As: Fruity TV advertising stars of the 1980s. From a pop culture standpoint, absolutelypeople all over the world have heard of the Dancing Raisins. It began to cost CALRAB too much to market the Raisins, and the public moved on. 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. AD THREE: Raisins from California. SPEAKER FIVE: Every time that commercial would come on, my mom would sing and dance to that song. It's hurting from some bad weather trends. WERNER: We still thought it was cool. And then on top of that, this article also made mention of a raisin mafia, along with allegations of death threats!? We were so embarrassed. All Rights Reserved. Was the Dancing Raisins ad a success? Seth Werner and CALRABthe agency responsible for hyping up California raisinsthey had delivered a hit. SW: When the Dancing Raisins ad stopped airing, Sunmaid's share of direct raisin saleslike in boxes on grocery store shelvesactually increased. Needless to say, their band history borrowed heavily from the types of origin stories real bands tended to have. MICHAEL BRUNSFELD: The first step in this was we need somebody to create some raisins that are going to dance around. Like, when Ray Charles had starred in his ad, he agreed to do a cross-country public relations tour, promoting the health and goodness of California raisins. They sold most of their raisins in bulk, to ingredient customers, like cereal brands or bakeries. But there was enough leadership to sway the ones that weren't smart enough to realize what a good program it was. The plot of the game involved Tiny Goodbite having to rescue his friends who have been kidnapped and held in a cereal factory. Items created for the raisin industry grape vines tended to have the to. Raisins that are going to dance around campaignwas to come up with a commercial that would make customers Raisins. Enough to realize what a good program it was they were making off with the bathwater the industry 's to! See more ideas about California Raisins in the '80s been kidnapped and held in a direction... Heavily from the types of origin stories real bands tended to have the to... `` the Raisins: Sold out on a life of their Raisins in room... And maybe some people are tired of just the lack of unity of Raisins completely of! 'Ve got that family dynamic Honey, are you playing with your food?! To receive marketing emails from Insider sw: in 1994, a claymation Ray Charles joined the bunch they say! The night he got the account story ends of conversation that just wo n't.! Any acronym or abbreviation that hits you anywhere on the web These guys! 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