Commercial/Transformers (2007)

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The 2007 live-action movie saw a merchandising and advertising blitz that surpassed even Generation 1's commercial onslaught. Four different trailers were released in the US alone, with one being released exclusively with the film Shrek the Third. An alternate trailer was created for international distribution and Japan had a couple trailers of its own. No less than fifteen different television ads were aired in just the US and Canada prior to the film's release. Several more spots were created to advertise the film while it was in theaters as well as an ad for the IMAX release. Target stores even got a unique spot for their in-store TV network. Add to this the commercials for the film from other countries and you already have one of the most advertised films of all time.

But we're not done yet! There were numerous tie-in commercials ranging from Burger King to General Motors to a [[wikipedia:{{#if:|:}}Verizon|{{#if:||Verizon}}]] ad starring the film's director, Michael Bay. Toy commercials covered more than just the normal action figures, with other play patterns such as the Cyber Stompin' Robots and role play items. Action figures ads gave a very broad overview, using a relatively small selection of figures to represent the line as a whole. There were two main spots, one for the initial roll out of the line, and a later spot covering the AllSpark Power sub-line. The Ultimate Bumblebee figure was the subject of the only other action figure ad.

The advertising rampage also extended to the film's home video release. The DVD got at least one ad to itself, while also being advertised in three other spots with the HD-DVD version. The DVD version got an additional plug in [[wikipedia:{{#if:|:}}USA Network|{{#if:||USA Network}}]]'s "Character To Watch" ad campaign.


Trailers

[edit]
Also known as "Sorry, the CGI robots aren't quite ready yet."
Sounds like this thing on a chalkboard.
  • Teaser trailer [1]

Premiered 29 June 2006 in front of Pirates of the Caribbean: Dead Man's Chest. In 2003, the Beagle 2 Mars Rover was launched. Features "blurry footage" from the Mars lander, which is then destroyed by a shadowy robotic figure. It was the only warning we would ever get. Included as a DVD extra.

  • Theatrical trailer #1 [2]

Premiered 20 December 2006 in front of Rocky Balboa. "Whatever fell out of the sky ended up right here behind me..." On July 4... Our world... will be TRANSFORMED. Notable for the horrifically grating electronic "music" of the second half. Included as a DVD extra (oddly labeled as Trailer #2.)

  • Theatrical trailer #2 [3]

Premiered 18 May 2007 in front of Pirates of the Caribbean: At World's End. "Got a little surprise for ya, son." Starts off with various boy-and-his-car clips, then the Autobots arriving on Earth. Most have come to destroy us... some have come to protect us. Additional focus points include Optimus Prime transforming in the alley, Sector 7 capturing Bumblebee, and Bonecrusher tackling Prime. "Bring it!!" Included as a DVD extra.

  • International trailer [4]

Premiered 18 May 2007. Similar to Theatrical trailer #2, but with several differences:

  • The meteor storm scene cuts off before the interior of the house is shown.
  • A side view shot of Prime leaning down to look at Sam and Mikaela replaces the frontal shot.
  • The scene of Blackout transforming in Mission City is longer and has Lennox yelling in the middle of it instead of after.
  • A scene of Scorponok leaping from underground in the desert replaces the scene of Starscream transforming and sliding.
  • The scene of Megatron transforming and landing is replaced by a scene of Megatron landing, but already in robot mode.
  • The kid yelling "Cool Mom!" is shown in the middle of Bonecrusher slicing the bus in half.
  • "From Director Michael Bay" and "And Producer Steven Spielberg" are spoken instead of written.
  • "7-4-7" is replaced by a bonus scene of Sam telling Prime to stay out of his parents' sight and then the word "July".
  • Shrek the Third trailer

Premiered 18 May 2007, in front of Shrek the Third. This trailer was created to run exclusively in front of Shrek the Third and has never been officially released outside of these showings. Things start off the same way, compared to the international trailer and Theatrical trailer #2, from the beginning of the trailer until the scene of Bumblebee crashing through the gate. At this point, the trailer becomes very different to the previous two:

  • The scene featuring meteors striking Dodger Stadium is not present.
  • Bumblebee being captured by Sector Seven is also not shown.
  • Contains a longer clip of Blackout fighting at the SOCCENT Forward Operations Base including Scorponok jumping off his back.
  • Other new scenes include Optimus Prime jumping off the side of a building, Frenzy underneath a chair (also used in some TV spots), Optimus almost spotted by Sam's dad, and Optimus rolling in truck mode towards the camera and then transforming.
  • The Bonecrusher vs. bus scene cuts off just before he makes contact.
  • Sadly, "Bring It!" has been removed.

The scenes featuring Mikaela towing Bumblebee and the ending from the international trailer were retained.

TV spots

[edit]
Funny, "our freedom" didn't really seem like the pivotal point of conflict in this film.

Air date 31 March 2007. They are already here... hiding in plain sight. "You gotta get in the car. Trust me!"

Air date 30 March 2007. "Driver don't pick the car." On July 4th / Some will come to defend us. Most will come to destroy us.

  • Discovery [8] (worst video EVAR)

Air date 16 May 2007, during American Idol. From Director Michael Bay.. and executive producer Steven Spielberg... "Last night you told the officer your car... transformed."

Air date 20 May 2007. They are like nothing you've ever seen... and they've come to take our planet.

Air date 21 May 2007. They can take any shape... "Dear God, what is this?" They can hide anywhere.

Don't remember Sam and Bumblebee making any efforts to "transform our world", either.
His presence isn't a mystery! He flat-out says exactly what he's after! Movie Trailer Guy clearly just isn't paying attention.

Air date 29 May 2007. One of two near-identical spots aired on Nickelodeon. "Driver don't pick the car. Car picks the driver." "Feels good." "My car is alive." This 4th of July...they're teaming up...to transform our world. "Not so tough without a head, are you?!"

Air date 29 May 2007. One of two near-identical spots aired on Nickelodeon. "Driver don't pick the car. Car picks the driver." "Feels good." "My car is alive." This 4th of July...they're teaming up...to transform our world. "If my parents come out here and see you they're gonna freak out!"

Air date unknown. They have arrived. Most have come to destroy us. But there are others who will stand by our side. "This thing is wicked."

  • TV Spot #9 [15] (Comcast version)

Air date unknown. An alternate version, omitting the Anthony Anderson scene, was used by [[wikipedia:{{#if:|:}}Comcast|{{#if:||Comcast}}]] to advertise the movie on their on-demand service. Their appearance is deceiving. "It's a robot! Like a super-advanced robot. It's probably Japanese." Their presence is a mystery. "The killer robot is REALLY DISTRACTING!"

Air date 15 June 2007. Features Bonecrusher's full transformation. "GO GO GO GO!!" "That's alien. That ain't friendly!"

Air date unknown. "What the heck was that?" "WHOAAAAAAH!!" They are already here. "Whoever finds this, my car is alive." "What is that?" This 4th of July.

Air date unknown. This 4th of July. Hang on, for the ride "GO GO GO!!" of the summer.

Air date unknown. "What the heck was that?" "WHOAAAAAAH!!" We didn't see them coming... but this 4th of July the battle for our freedom begins.

  • Everything Changes [20]

Air date 23 June 2007 (??). Originally aired on Nick at Nite. From Director Michael Bay... "WE'RE UNDER ATTACK!" This fourth of July.... everything changes.

Air date ?? May/June 2007, before July 3 release. Instrumental portions of Linkin Park's "What I've Done", that of the opening chords and the chorus, are used to re-soundtrack the "Destiny" spot. "My son here, we're gonna buy his first car." "A driver don't pick the car, nuh-uh... The car picks the driver." Some will come to defend us. Most will come to destroy us. "We have to get into the car. Trust me!" "BRING IT!" "Oh my god...!"

Air date unknown. Very similar to Friendship and Freakout, but without a tail segment and a slightly different soundtrack with the quote "You hold the key" added in.

Air date unknown. "So what do you kids know about aliens?" Nothing. Is. Bigger. "My name is Optimus Prime." Uses instrumental portions of Linkin Park's "What I've Done" as background music.

Air date unknown. Critics are calling Transformers..."The most original movie of the year." USA Today says it's "Prime summer entertainment." "Bingo!" "Jaw dropping." "Oh my god." "Dazzling." "Transformers will blow your mind."

  • #1 Movie in America [25]

Air date unknown. "Oh my god." Be a part of the phenomenon that's transforming America. "I ain't never seen this in my life!"

  • #1 Movie in America 2 [26]

Air date unknown. "My name is Sam Witwicky. Whoever finds this my car is alive." Audiences and critics have been transformed by the #1 Movie in America. "Oh my god." USA Today calls it: "Sheer fun and excitement." "WHAT WAS THAT!?" Transformers is: "pure entertainment" "powerful and emotional" "STOP IT! LET HIM GO!" Gene Shalit raves it's: "a high decibel roaring time" "What did they get you for?" "I bought a car, turned out to be an alien robot. Who knew?"

Air date 14 September 2007 (??). This Friday... "Oh my god." The movie event that changed everything... "I ain't never seen this in my life!" Is bigger than ever in IMAX!

  • Channel Red

Aired starting 07 June 2007, exclusively on Target's Channel Red in-store TV network. Some have come to protect us. "It's probably Japanese." Most have come to destroy us. Features a number of scenes not used in any other TV spot.

  • Network Premiere [28]

Aired during the week leading up to May 26th, 2010 on [[wikipedia:{{#if:|:}}ABC|{{#if:||ABC}}]]. Optimus Prime tells us about the network premiere of Transformers: "My name is Optimus Prime. And for the first time, we Autobots will invade network TV and transform your experience with all new, never before seen footage brought to you by Chevy. Transformers, at 8/7 Central on ABC."

Notes: David Kaye gets his second opportunity to voice Optimus Prime.

TV tie-in commercials

[edit]

Optimus Prime walks up to the drive-thru and orders a Whopper (No cheese, no onions, extra pickles with a side of ?), with the attendant telling him he needs a vehicle. He promptly transforms to truck mode, only to be informed that he also needs a driver. "Oh, come on!" Includes tail-end promo for Burger King freebie Transformer toys. Additional tie-ins were available through Burger King's web site.

  • General Motors: Chevy Transform Your Ride Sale [30] (female valet version)
    • In the city, a guy leads his ladyfriend to where his car is parked. Unfortunately, Blackout lands nearby and blasts the car to scrap before stalking off, prompting the guy to shriek like a girl.
    • Optimus Prime comes crashing down onto the street, crushing a man's car. "My bad," he apologizes. "You better believe it's your bad. It's real bad -- my wheels!!"
    • A man hands his ticket to a valet driver, but Megatron comes soaring out of the sky, crushing the man's SUV under his foot and throwing vehicles aside. "Wow! Look at your car! Eh, he just kinda BIUM!! chucked it outta-- uh...I don't think we're liable for that." Several variants exist for different vehicles.
    • A woman repeats the valet experience. "Look at that! AWESOME! ...not for you."
Need a new car or truck?

If an evil killer alien robot endorses it, how can it be bad?
A generic cartoonish-CGI rendered robot drives, transforms, and bounds up to some hyperactive kids having lunch.

Maxim Killer 3 contest: Megan Fox is shown looking sexy and called a killer talent. The Pontiac Solstice GXP is shown looking equally sexy and called a killer ride. Jazz (looking sexy of course) is called a killer ...of Decepticons? Check out Killer3.com and enter for your chance to win a Pontiac Solstice GXP plus VIP treatment at the Hollywood premiere of Transformers with the star of the movie, Shia Labeouf Megan Fox.

"Transform Your Summer" contest: a late-twenties loft dweller yells at his toaster for taking the last Mountain Dew, prompting his roommates to drag him away... while behind their backs, the toaster converts to a soda-bearing mechanical monster and does a defiant little dance. Tail segment advertises the Transform Your Summer contest.

  • T-Mobile HTC HD2 "Expectations"
An excerpt of Sam & Mikaela watching the transition form Autobots fall from the sky pans out to show that it's playing on a HTC HD2 smart phone. A hand reaches out and turns the phone to a vertical position before playing with the menu.
Notes: This ad began airing in March of 2010.

  • Transformers The Game
    • Trailer #1 [34]
      Air date unknown. Optimus Prime narrates: "Protect... or destroy. Good... or evil. Where you stand is a question of choice."
    • Trailer #2 [35]
      Air date 09 June 2007. Debuted during Spike TV's Game Head. Has no narration. This summer, the only question is: Which side will you choose?
    • Transformers Autobots/Decepticons Trailer [36]
      Air date Unknown. On the streets of our cities, there is a war brewing. Between those who want to protect our world and those determined to destroy it. Which side...will YOU choose?

Awesome commercial.
Michael Bay commands things to be AWESOME. Walking around his massive estate, Bay cues up awesome tigers, awesome life-size Bumblebee props, and awesome explosions on demand. In an extended version, Bay bashes aside the Nokia-bot.

Toy commercials

[edit]
  • Movie core characters [39]
Narration: 2006-2007 Guy
Toy segment: Megatron lands amongst Barricade, Brawl and Blackout. Optimus Prime, Ratchet, Jazz and Bumblebee race through a city diorama and then transform. A standoff ensues.
Notes: Features clips of Ironhide, Megatron, and Barricade from the movie.
The Transformers' war... has invaded our wold. And the Earth is no match for the evil Decepticons!
Two shall stand...two shall fall.


  • AllSpark Power Movie figures [40]
Narration: 2006-2007 Guy
Toy segment: The AllSpark Power toys battle it out in a diorama resembling the outskirts of a western U.S. city. Stockade and Incinerator show that they only have destruction on their minds by knocking over props. Landmine prepares to take a stand and is outnumbered until Nightwatch Optimus Prime comes to save his bacon.
Notes: Features brief clips from the movie of Bumblebee with the AllSpark.
The battle's far from over. Which side are you on? Autobot or Decepticon?


Ron Witwicky's brother.
Narration: 2006-2007 Guy
Toy segment: A guy is in his home office freaking out about an earthquake. Wait, it's just his two kids upstairs playing with Cyber Stompin Bumblebee and Optimus Prime.
"What's goin on up there?"


  • Ultimate Bumblebee [42]
Narration: 2006-2007 Guy
Toy segment: Bumblebee races in a diorama resembling the desert road the Autobots take to reach Hoover Dam in the movie. The various features of the toy are demonstrated or referred to.
Notes: Various movie excerpts featuring Bumblebee are used throughout the ad.
Ultimate Bumblebee is the most advanced Transformers figure ever!


You have the ring. And I see your Schwartz is as big as mine!
  • Optimus Prime Voice Changer Helmet [43]
Narration: 2006-2007 Guy
Toy segment: A kid is shown using the helmet.
Notes: The earlier Ron Hayden version of the helmet is used in the commercial.
You can change your voice to lead the battle and command the Autobots as Optimus Prime.


  • Converting Arm Blasters [44]
Narration: 2006-2007 Guy
Toy segment: Kids shown using the blasters in a city area.
It's Autobot vs. Decepticon. Both sides have the power to change from vehicle to dart firing blaster in a cyber-second.


  • Voice Changer Helmet and Arm Blasters [45]
Narration: 2006-2007 Guy
Toy segment: Scenes re-used from the previous two commercials.
Notes: The previous two commercials were edited down and joined together with a new narration to make this commercial.
Decepticons conquer the skies with the Starscream Barrel Roll Blaster. Autobots rule the road with the Optimus Prime Battle Rig Blaster.


  • Transformers Robot Fighters [46]
Narration: Surferish Dude
Toy Segment: Two kids play with the toy in a large, empty area.
Notes: Uses the same intro as the "Movie core characters" commercial.
Power punches, crushing kicks, it's a fight to the finish.


Narration: 2006-2007 Guy
Toy Segment: A shaggy-haired kid places several Flypaper decals on his wall.
Notes: Uses the same clip of Optimus Prime transforming to truck mode as found at the beginning of "Hidden".

DVD commercials

[edit]

Air date 10 October 2007(??). On DVD Tuesday, October 16th. You can own every moment of the biggest,... "My name is Optimus Prime." baddest movie of the year.

Air date 10 October 2007 (??). On DVD Tuesday, October 16th. They found him for a reason... "You're my guardian?" Our future is in his hands... "You hold the key to earth's survival." "Good luck to us all."

Air date 10 October 2007(??). On DVD Tuesday, October 16th. "My name is Sam Witwicky. Whoever finds this, my car is alive." "Oh my god." It's "The most original movie of the year." "What was that?" "Spectacular." "Bring it!" "Pure Entertainment."

Air date 10 October 2007 (??). "The most original movie of the year." "What?" "Spectacular." It's "Pure Entertainment."

  • USA's "Characters To Watch": Optimus Prime and Megatron [52]

Air date unknown. Part of [[wikipedia:{{#if:|:}}USA Network|{{#if:||USA Network}}]]'s series of "Character(s) to Watch" spots. The Transformers DVD release is promoted by on-screen text during the spot and by a brief narrative at the end. Optimus is often considerate of human beings and feels they should have the same rights as robots. "We cannot let the humans pay for our mistakes." Megatron on the other hand, is not as much of a people person.

Notes

[edit]
  • Hidden, Destiny, Discovery, Declare, Vibration, Friendship, Freak Out, Event, Army, Everything Changes and T-Mobile HTC HD2 "Expectations" are official ad titles.
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