Commercial

And watch the cartoon, too! It's not nearly this pretty, but it gives you time to blink.

Despite the existence of comics, cartoons, and other media intended to advertise Transformers toys, Hasbro has routinely commissioned standard television commercials to promote their current toy lines.

Commercials for Transformers typically use a combination of animation and live-action film featuring the characters/toys in question.

Generation 1

Transforms from robot to lawsuit right before your eyes!

Generation 1's stylized and somewhat dated commercials became nearly as famous as the cartoon and toyline itself. They would commonly start with a short animated sequence, then cut to two or more boys in the 7 to 10-year-old range playing with the toys. Victor Caroli and another narrator provided voice-overs to describe just how exciting the incredible new toys were. Various show characters narrated some spots, including Optimus Prime, Megatron, Ultra Magnus and Rodimus Prime.

Background music would feature the show's theme song, but with new lyrics about the toys in question, often rather stretched to fit the cadence of the song, or else jammed into a different melody altogether. Perhaps the most memorable aspect of the commercials featured one of the young actors staring very seriously into the camera, mouthing "Robots in disguise!" as his eyes glowed and/or his face transformed into that of a robot (based on Galvatron or Ultra Magnus.)

The animated segments often featured high-quality art and animation. Some of the 1986 and 1987 animation was combined into a title sequence for "The Rebirth", the final three-part episode of the Generation 1 cartoon. The short length of television commercials meant the animated sections were very rushed, with characters speaking their lines very rapidly; within the context of the fictional world they portray, this could lead to some hilarious results, such as Jazz taking about 1/4th of a second to decide to become an Action Master. The animated segments would sometimes feature the voice actors from the cartoon; however, some such as Blaster had not been assigned a voice actor yet. Later segments required soundalikes for characters whose voice actors had died (Jazz) or were unavailable (Megatron). These spots were the only American animation produced for dozens of characters from the toyline's later years.

Many commercials were reedited into even shorter versions, without the animation segments.

1984

You've got to get up preeeetty early in 1984 to catch Megs with a black head.

• The Transformers #1. The very first Transformers commercial was for the then-upcoming first issue from Marvel comics. It begins with fast pan-ins swooping over Cybertron and Earth and moves on to Transformers fighting, including an early, black-helmeted version of Megatron landing and firing his fusion cannon. Prime charges out of an explosion cloud, transforms and fires his gun repeatedly, and an image of the first issue cross-fades and spins into view.
• Optimus Prime
• Soundwave
• Mini-Spies. Animation: a Mini-Spy enters Autobot Headquarters and starts messing with the computer; Huffer and Cliffjumper check his faction symbol.
• Transformers Power Cycle, advertising a Coleco-made Big Wheel. Reused some animation from the first Transformers commercial, including black helmet Megatron.
• Cartoons on VHS, with excerpts from "More Than Meets the Eye".
• Rubsigns, to distinguish real Transformers toys from bootlegs and other brands such as Tonka GoBots. We are conquerors--no one is like us. Only we have the right to be called by the name! Only we have the right to wear this symbol, or THIS symbol! Only WE are Autobots and Decepticons! Because only WE are the Transformers!

1985

"Hey Soundwave, check out this new radio I found!" (actual dialogue)

• Dinobots. Animation: Grimlock, Slag and Sludge take on Soundwave, Ravage and Laserbeak.
• Constructicons/Devastator. Animation: the Constructicons, working on a building site, suddenly transform and combine. Kidmation: kid's face fold-morphs into Ultra Magnus-like generic robot. It's Devastator — six Constructicons in one!
• Insecticons plus Swoop. Animation: a horde of Insecticons attacks a farm. Kidmation: buck-toothed kid with freaky glowing green eyes mouths robotic "More than meets the eye".
• Jetfire and Shockwave. Animation: as an incredibly mellow Victor Caroli narrates, Jetfire (with a toy-based animation model) steps out of a mountain and takes on the Decepticon jets; Shockwave transforms halfway and fires, then transforms the rest of the way and fires. Kidmation: a buck-toothed kid mouths the robotic "More than meets the eye!"
• Autobot cars. Animation: As Prime and Jazz fight a battle, Smokescreen, Tracks, Hoist, Inferno, Red Alert and Grapple drive up and transform, prompting Megatron to summon Thrust and Dirge. Kidmation: Beatles haircut kid mouths robotic "Robots in diguise!"
• Triple Changers and Perceptor. Animation: the Autobot blast a trestle out from under train-mode Astrotrain, who transforms and flies away; Perceptor examines some debris.
• Blaster. Animation: Rumble merrily walks into a Decepticon base carrying Blaster in boom box mode. Not a working radio!
• Omega Supreme. Animation: in the desert, Starscream and Thrust attack base-mode Omega Supreme, who transforms and attacks.
• Alex Karras calmly promotes the virtues of Perceptor (a working microscope!) and urges you to shop now if you want one for your kid for Christmas.

1986

It sorta happened like this in the movie. A little.

• Hot Rod, Kup, and Blurr; Cyclonus and Scourge; and Rrrrrodimus Prime.

Animation: a running battle with each character charging in as the narrator identifies him.
Narration: Victor Caroli
Kidmation: kid face to Galvatron face.
No one can take on the Decepticons like Rrrrrodimus Prime!

• Ultra Magnus.

Animation: Magnus loads up some 'bots in Autobot City, then rolls out into the desert to fight the Decepticons, plowing through the Combaticons en route.
Narration: Optimus Prime.

• Ultra Magnus and Galvatron.

Animation: Magnus and Galvatron, along with others, do battle on a highway. Starscream and Skywarp can be glimpsed flying into battle alongside Galvatron!
Narration: Optimus Prime and Megatron.
Kidmation: kid face to Galvatron face.
Includes tail-end ad for The Transformers: The Movie. Does Prime die?!

• Springer and Wreck-Gar.

Animation: Draws heavily from The Transformers: The Movie. Springer's shuttle is destroyed by the Decepticon mothership; he flies to the surface of Junkion and battles Wreck-Gar and another Junkion.
Narration: Optimus Prime describes Springer; Megatron gleefully describes Wreck-Gar as though he were a Decepticon.
Kidmation: kid face to generic Magnus face.

• Sharkticons, Kup, Hot Rod, Wheelie.

Animation: like the previous commercial, heavily based on the movie. Hot Rod and Kup battle a group of Sharkticons, and Wheelie (sounding like Scrappy Doo) arrives to help.
Narration: Prime and Megatron.

• Aerialbots and Stunticons.

Animation: the two teams both arrive in the desert and transform; both combine, and Superion bashes Menasor into a cliff. Menasor's legs are on backwards.
Narration: Optimus and Megatron.
Kidmation: kid face to generic Magnus face.
Only the Stunticons! ...only the Stunticons what?

• Combaticons/Bruticus and Metroplex.

Animation: the Combaticons fly through a canyon, combine, and attack Metroplex, who transforms to his enormous robot mode and fires at them.
"But the Combaticons can combine to form Bruticus!"

• Protectobots/Defensor and Trypticon.

Animation: The Protectobots attack the Decepticons' new base, but when it transforms into Trpticon, they become Defensor and fight back.
Narration: Optimus Prime and Megatron
Kidmation: kid face to Galvatron face.

• Predacons.

Animation: the Predacons charge in to counter the Dinobots.
Narration: Megatron.
Kidmation: kid face to generic Magnus face.
Few Decepticons can stand up to the Dinobots, but the Predacons can!

• Sky Lynx.

Animation: Sky Lynx swoops in to save the Dinobots from Predaking.

• Triple Changers - Sandstorm, Broadside, Octane.

Animation: Blitzwing and Astrotrain attack Powerglide and Warpath; Sandstorm and Broadside change repeatedly as they travel over land and water.
Kidmation: kid face to generic Magnus face.

• Battlechargers.

Animation: Ultra Magnus and a team of Autobots march forward in lock-step, prompting Runabout to drive off a cliff, transform and fire.
Kidmation: kid face to Galvatron face.
The toy portion features repeated cuts of a kid's head/eyes following the rolling Battle Charger toys.

• Prizes in Disguise contest/reflective patches.

Animation: Jazz and Cosmos shine their headlights to reveal that a group of humans are wearing Transformers reflective patches, thus gaining entry to the Autobot base.
Kidmation: kid face to generic Magnus face.

1987

Revenge of the nerds!

• Headmasters comic book.
• Headmasters. The Headmaster Autobots roll out and clash with the Headmaster Decepticons, as Rodimus and Ultra Magnus narrate (well, Rodimus actually spews out a series of basically incomprehensible lines.) Kidmation: a kid leaps and flips, turning into a stop-motion version of Ultra Magnus's toys. Head. MasterTransformers—more muchmore than meets the eyes! [sic]
• Headmaster Horrorcons. The jaws of the beast become the pilot of the plane, and the pilot of the plane becomes the head of the robot!
• Targetmasters
• Six Shot. Animation: Rodimus and Galvatron lead their teams in battle; Six Shot attacks and runs through his various modes, as Galvatron describes them and Cyclonus counts them off. The most challenging Transformer of them all!
• Technobots/Computron and Scorponok. Animation: Scorponok transforms from base to scorpion to repulse the Technobots; the Technobots combine, and get hit with a rock thrown by Scorponok.
• Technobots and Terrorcons. Animation: the two teams battle on Earth, while Rodimus and Magnus narrate. Includes Decoy ending. Those hi-tech heroes are in for one horrific battle!
• Punch/Counterpunch and Clones. Animation: Punch informs Rodimus that he can trust him, transforms to car mode, rolls out of the base and promptly transforms to Counterpunch and tells the waiting Galvatron that he can trust ‘’him’’. The Decepticon clones run through a rocky landscape in perfect step and open fire on the Autobot clones, then both groups transform. Includes Decoy ending.
• The Monsterbots. Animation: the Monsterbots trash a lab, then burst through a wall and fight some Decepticons. Kidmation: kid-to-Magnus. The new Autobots are Monsterbots!
• Duocons/Throttlebots. Animation: Flywheels’s jet portion swoops down out of the sky and links up with his tank, transforming to robot mode before being jumped on by Rodimus Prime. Kidmation: kid-Magnus flip-morph. They think they’re twice as tough as any Autobot - and MAYBE THEY ARE.
• Fortress Maximus. FOR-TRESS MAX-I-MUHUUUS.

1988

Truck? What truck?

• Pretenders. Animation: The Autobot Headmasters and Decepticons battle, then the three Autobot Pretenders are created (nekkid!). Dreadwind and Darkwing attack and the armored Pretenders split to reveal their robots, forcing the Decepticons to flee. The Decepticon Pretenders burst through the wall and both groups split.
  • Pretenders. Animation: The Autobot Pretenders splitting, re-used from the above commercial. This one is distinguished by a bizarre live-action segment of kids proclaiming what they “are” (“I’m a video gamer!” “I’m a skateboarder!”), only for the skateboarder to split Pretender-style, revealing a generic CGI robot and announce “I’m a Transformer!”
• Powermasters. Animation: the various Powermaster partners transform to engine form and combine with their partners, including Optimus Prime transforming his trailer to base mode. Includes tail-end ads spot for the relevant Marvel Comics issue. Their engine’s the key that unlocks their Transformer en-er-geeee!
• Powermaster Optimus Prime. Animation: Prime firing Quickswitch.
• Powermaster Prime and Doubledealer. Animation: Footage of Prime reused from other commercials featuring him, then a new segment with Doubledealer in robot mode standing with Prime. Doubledealer transforms to vehicle mode, then Skar flies out of Piranacon’s hand and locks into place, transforming Doubledealer to falcon mode. Who’s that new Transformer with Optimus Prime?
• Small Headmasters. Animation: the small Autobot Headmasters drive on a rocky world and transform; the small Decepticon Headmasters burst through a wall and transform. Galvatron, who's obviously never met Fangry, Squeezeplay or Horri-Bull, narrates: "Our new Decepticon Headmasters will give us more brainpower than ever!" Kidmation: a kid flips through the air, converting to a robot and folding up to become a larger robot's head.
• Pretender Beasts/Pretender Vehicles. Animation: Snarler and Chainclaw battle in beast mode… then… are suddenly in their shells… and then come out of their shells…? Gunrunner emerges from his vehicle and transforms to jet mode; Roadgrabber emerges and transforms his vehicle to battle mode, opening fire on the flying Gunrunner.

Now auditioning for Gamera vs. The Firecons

• Quickswitch. Animation: in the midst of a moon battle, Getaway spots Quickswitch incoming and mistakes him for a Decepticon, urging the others to destroy him, until someone says he's an Autobot. Quickswitch runs through his modes, beating up Horri-Bull and Snaptrap, then goes to gun mode and lands in Powermaster Optimus Prime's hand. Kidmation: a kid holding the toy mouths a synthesized "How quick can you all six" [sic], while his head flops around disturbingly.
• Double Targetmasters. Animation: the small Targetmasters fight it out on a barren world. Kidmation: kid flips over and turns into a gun for a very crude CGI robot. Targetmaster Transformers—theeeeeey've got the power to surprise.
• Triggerbots/Triggercons. Animation: despite not being the toys advertised by this commercial, Dreadwind and Darkwing chase Getaway and Slapdash around the rim of a crater. And when the Triggerbots battle the Triggercons, there's no doubt there'll be a real shoot-out! KERRUNCH.
• Seacons. Animation: The Seacons attack a submarine.

1989

• Micromasters, with animation featuring Prime, Dreadwind and Darkwing, and stop-motion toy animation featuring a bizarre light and dark gray Scorponok.
• Micromaster vehicles and bases. Animation: Prime opens his palm to reveal a Micromaster city; a horde of Micromasters swarms over an attacking Giant Decepticon Warrior; Red Hot transforms and flies at the camera. They're not just small; they're Tranzzforrrmerrzzz!
  • Micromaster battle stations, abbreviated from the previous commercial. The only Micros that transform!
  • Micromaster transports, abbreviated from the previous commercial.

Bumblebee, you fool!

• Micromaster micro bases. Animation: Bumblebee drags two captured Decepticon vehicles into an Autobot base, only to have them transform and attack. You can connect them to form whole cities!
  • Micromaster micro bases, abbreviated from the previous commercial.
• Classic Pretenders. Animation: As Prime comes under attack in a nighttime city, the Autobot Pretenders arrive to help out. Jazz, you're back!
  • Classic Pretenders, abbreviated from the previous commercial.
• Mega and Ultra Pretenders. Animation: Crossblades and Vroom slowly drift out of their shells and transform; Roadblock's two robot forms both pop out of his vehicle shell and fire. Who's more than they pretend to be? Mega Pretender Transformers, Mega Pretenders!
  • Mega Pretenders, abbreviated from the previous commercial. Inside one, there's the other; then they both transform and combine to form another!
  • Ultra Pretenders, abbreviated from the previous commercial.

Decades later, their melting shells let you re-enact this scene.

• Monster Pretenders. Animation: Starscream dunks Wildfly, Icepick and Scowl into colorful vats; they and the others emerge as Pretenders and charge at the camera. BEYOND (beyond) anything you've EVER SEEN BEFORE—Monster Pretenders! Now, the Decepticons have Monster Pretenders. Monster Pretenders with rubbery skin!

1990

"Sure, Prime, I'll give up the alternate mode that I never had."

The Action Master commercials began and ended with a metal fist bursting through a wall, with "ACTION MASTERS" emblazoned across its knuckles. Some of the animation was screened against real-world backgrounds, with the animated characters morphing into the real toys.

• Action Masters. Animation: inside a base, Prime invites a circle of Autobots to join him. "Who will give up the power to transform to become stronger faster more alive?" [sic]
• Action Master vehicles—Starscream, Prowl, and Overrun. Animation: a short battle sequence (on Cybertron?) with the three featured characters. And look! The Action Master vehicles transform into powerful battle stations!
• Action Master vehicles—Wheeljack, Sprocket, and Gutcruncher. Animation: Gutcruncher takes to the sky in the Stratojet; Wheeljack and Sprocket drive out of a tunnel. "Estroy them!" [again, sic]
  • Action Master vehicles—abbreviated version of the previous commercial.
• Hot Rod Patrol and Construction Patrol. Animation (cel): Jazz and Prime pick up the Hot Rod Patrol and examine them. Animation (stop-motion toy): The Construction Patrol destroys a bridge, making Scorponok fall into a ravine.
  • Hot Rod Patrol / Construction Patrol—abbreviated (and accelerated) version of the previous commercial. Neil Ross jibbers his lines at hilariously high speed.
• Micromaster Combiners/Combiner Transports. Animation: Megatron grabs at a couple of combiner vehicles, only to have them split apart and reconnect; two of the Combiner Transports transform from vehicle to robot/base. A rather wussy Frank Welker soundalike voices Megatron.
  • Micromaster Combiners—abbreviated version of the previous commercial.

Generation 2

Advertisements for Generation 2 were totally hip to what the hep cats were digging. First they started with a more theatrical, orchestrated version of the original theme song. But that background-music-singing jive was totally bogus, so it was replaced by the "rap music" that all the kids listen to these days. Cel animation was so five minutes ago; these commercials used graphical images made with a com-pu-tor.

1993

• Optimus Prime and Ramjet. Animation: Prime drives down a road and transforms; Ramjet swoops down and transforms to robot mode.
• Optimus Prime. "Uh mmm Mmptms Pmmmm!"
  • Optimus Prime. Edited from the previous commercial.
• Color Changers.
• Megatron. Listen to the voice of doom!
  • Megatron. Edited from the previous commercial.
• Starscream and Ramjet; Inferno, Jazz and Sideswipe. Inferno's water cannon is rainin' pain!
  • Starscream and Ramjet; Inferno, Jazz and Sideswipe. Edited from the previous commercial.
• Constructicons / Dinobots.
  • Dinobots. Edited from the previous commercial.

1994

• Aerialbots / Combaticons. He's a big bad battlin' dudicus!
• Rotor Force / Laser Rods. When they get into a battle they be winnin'!
• Combat Heroes, including Peter Cullen voicing Prime. Prime is one tough dude; underneath his hood, he's a transformin' missile firin' phenomenon!
  • Combat Heroes. Edited from the previous commercial.
• Dreadwing and Smokescreen. Dreadwing is punishing; his Gatling gun is illin'.
  • Dreadwing. Edited from the previous commercial.
• Cyberjets.

Beast Wars

1996

• Wave 1 Deluxes. Animation: CGI Bat Optimus and Crocodile Megatron slug it out in a swamp. Toy segment: the heroic Maximals, Dinobot and Cheetor, attack the evil reptile and insect forces of the Predacons, including the deadly Waspinator and treacherous Tarantula! Nature lies, they're robots in disguise! Waspinator... DEADLY?!

• Scorponok versus Grizz- I mean Survi- I mean Polar Claw.

• Ultra Optimus Primal versus Ultra Megatron.

1997

• Cybershark versus Inferno.

1998

• Noble Fuzor Silverbolt Fights the evil Predacons Aquasting and Sky Shadow!

• Metalized Machines with three modes of mean! TRANSMETALS! Optimus Primal battles the evil Megatron and knocks over a few tin cans, yessss...

1999

• Grudge match of the century! Depth Charge battles Rampage.

• Evil Dinobot battles the heroic missile maned feline Cheetor and Cybershark!

• Megatron versus Tigerhawk.

Beast Machines

1999

• Two boys at school fight in the only honorable way—badly transforming Optimus Primal and Jetstorm.

Robots in Disguise

2001

• Optimus Prime and Ultra Magnus. Two kids who live nextdoor to each other grab their respective Autobot Super figures and run into each other at full speed; as soon as they touch, they combine! One of the kids had a poster for the 1986 animated movie in his room.
• Deluxe Cars. "Prowl" just does not sound fearsome or impressive no matter how much you growl when you yell it.

Armada

2003

• The commercial for the new Unicron toy featured footage of the toy (of course) followed by a brief clip from Transformers: The Movie of Unicron slamming his hand down on Cybertron's surface (accompanied by a newly recorded voice-over proclaiming "The universe is mine!").

Movie

The 2007 live-action movie saw a merchandising blitz that surpassed even Generation 1's commercial onslaught. Numerous trailers were edited together, and tie-in commercials ranged from Burger King to Chevrolet.

Trailers

• Teaser trailer. Released ?. Featured "blurry footage" from a Mars lander, being destroyed by a shadowy robotic figure.

TV tie-in commercials

From Teletraan I: The Transformers Wiki, a Wikia wiki.