User:Tigerpaw28/Sandbox:Commercials
| This article is about TV advertisements. For the bits between the show and the ads, see Commercial bumper. |
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. These commercials typically use a combination of animation and live-action film featuring the characters/toys in question.
During the Generation 1 days, animation used in the commercials consisted largely of newly commissioned pieces that told a story. Since then, nearly all animation featured in Transformers commercials can be classified as either re-used excerpts from the current cartoon or short animations used to merely introduce the ad. Live-action toy segments have stayed mostly the same, with most US and international ads showing kids (or a pair of hands) transforming the toys. Japanese ads, by contrast, have shown a much larger preference for stop-motion toy segments.
As the goal of any advertising is to influence the viewer into buying the advertised product,Transformers commercials have naturally played a large part in the perception of the Transformers brand. The narration of Victor Caroli, along with the animation, enabled Generation 1 commercials to create the idea of a Transformers world with many stories to be told. The Beast Wars ad campaign created a similar feel of a whole world waiting to be explored but this time with organic beasts. This recurring theme of a huge world of stories has captivated many a Transformers fan and is largely responsible for the brand's rabid fandom. More recently, the massive ad campaigns for the live-action film series and associated merchandise has kept the Transformers brand in the eye of the public, and made the films feel like the blockbuster events they were intended to be.
Generation 1
Generation 2
Beast Wars
Animorphs
Animorphs represented a brief throw back to the narration approach of the later Generation 1 ads by having the characters of Jake and Tobias provide narration. Unlike the earlier ads, which had Optimus Prime, Megatron or Galvatron sharing time with Victor Caroli and The Other Guy, Jake and Tobias are the sole narrators.
1999
Toys
- Narration: Two unknown kids, one portaying Tobias and one portraying Jake (possibly Shawn Ashmore as Jake).
- Toy segment: Visser Three emerges from a large cardboard tube, transforms , flexes his spring loaded claw and then fires a missile from his other hand. His 'real' (a costume glove) hand is then shown before revealing his shadow on the side of a large holding tank. This is followed by Jake flipping his head to his halfway mode and Jake flipping up his hawk mode head in order to show that "they can change too". Ax walks up to Visser Three, transforms and then fires his tail stinger missile to knockdown Visser Three. Marco, Jake, and Tobias watch Rachel launch Visser Three by pouncing onto a makeshift seesaw.
- Notes: A brief explanation of the Animorphs story, with one of the characters saying "Animorphs, Transformers!" Features Jake, Deluxe class Tobias, Mega class Ax, Mega class Visser Three, gorilla Marco and Rachel. Some footage from the Animorphs TV series is seen, and an instrumental version of the series' theme plays underneath. The synthesized "Transformers!" digital voice (as with the concurrent Beast Wars ads, apparently taken from older Generation 1 ads) plays at the end. The toy segment is filmed in what bizarrely looks like a very fancy and poorly lit office with different organizers and other metal office supplies being used by the kids to create their imagined environment.
- (Alternating, starting with Jake) "The alien invasion has begun, and it's up to the five of us to stop them. Animorphs Transformers! The evil Visser Three is the leader of the Yerks" "He can morph from evil Andalite." "To Inferno creature." "With grasping claws." "And firing jaws." "But we can change too, into any animal we touch. And when heroic Ax changes into a scorpion...Visser Three is gonna get stung." "To save the human race, we pounce like animals." "Make the change" Both: "Animorphs!"
- Animorphs 2 - 30 sec
- Narration: Two unknown kids, one portaying Tobias and one portraying Jake (possibly Shawn Ashmore as Jake).
- Toy segment: Jake is transformed from human to Tiger with the camera focusing in on his head as it switches between it's three states. A brief segment of Jake changing from the TV show is shown before cutting back to the toy's right claw gauntlet being put on and then the toy in tiger mode posed on a metal framework. Tobias gets the same style transformation shot, followed by a shot of the toys wings being expanded. This is followed by two sequences from the first commercial, the early part where Visser Three emerges, transforms and demos his features and the last part where Rachel pounces.
- Notes: This ad is similar to the first ad, using most of the same Visser Three footage. It has a different, more energetic narration that actually discloses who the narrators are and gives Tobias a little bit larger role. There is a larger emphasis on Jake and Tobias and Ax is not featured at all.
- (Alternating, starting with Jake) "The alien invasion has begun, and it's up to the five of us to stop them. Animorphs Transformers! We've been given an incredible power." "To morph, into any animal we touch!" "I'm more than just Jake now, I'm changing with the ferocious power of the tiger, my hands getting fierce claws!" "I'm Tobias, morphing from human to hawk, my wings FORMing for air attack!" "The evil aliens led by Visser Three are here and there's only one way to change his plans" "pounce like animals!" Both: "Animorphs!"
- Tri-Rex
- Narration:
- Toy segment:
- Notes: The existence of this ad is known from old alt.toys.transformers news postings. No footage of this ad has resurfaced so far.
Beast Machines
For Beast Machines, Hasbro took a very minimalist approach to it's marketing by producing only three ads over it's two years of availability. This may have been impacted by also needing to spend on ads for Beast Wars and Animorphs in 1999. The toy ads marked a return to using children in the ads, as opposed to the "pair of hands" manipulating the toys from off-screen approach of Beast Wars and Animorphs. The children were featured in school settings, engaging in rivalries over whose toy was more "powerful". These debates also provided the narration for the ads, with traditional narration (if any) relegated to the static end frame. This began the current trend of having toy segments that do not make use of dioramas in some fashion. While Beast Machines was not the first line to have commercials featuring "Fast Motion" transformations, that honor going to the last year of Beast Wars ads, it was the first to go all in on them. The new tag line for the toy ads was "The challenge is in the change.".
The move from syndication to network television resulted in new forms of advertising for the cartoon. The Fox Kids network would run short 10 second ads during the credits of their various shows to promote shows coming up later that morning. Occasionally, they'd even run the 10 second ads during normal commercial breaks. The changeover also resulted in "Network" versions of commercials with station agnostic narration. The same ads could have station specific versions as well. The end of the ad would just show a graphic for the show and the time, leaving it to the station to add narration and graphics. However, the biggest effect from the move to Fox Kids was that the cartoons now got promoted before they even aired. Fox Kids kicked off the marketing campaign on August 11th 1999 by advertising a "first look" at the show to air on August 14th during Digimon. This "first look" turned out to be the Evolution Revolution music video. The music video was re-aired the following weekend, both in a shortened version that ran twice and a replay of the original two minute version. Between the spectacle of a music video and the drastic differences in the animation style and character design, the video was quite the revelation.
1999
Toys
- Animation: Cartoon excerpts showing Jetstorm firing at Optimus Primal and Optimus Primal jumping down from somewhere.
- Narration: SUNDAY SUNDAY SUNDAY!!!
- Toy segment: Two boys at school fight in the only honorable way — by badly transforming Optimus Primal and Jetstorm.
- Older kid: "Three o'clock at the flag pole." Younger kid: "I'll BE there!" Older: "Beast Machines Jetstorm's gonna kick your can!" Younger: "Not if Optimus changes first. Optimus, ready for battle!" Older: "It's over monkey-boy!" Younger: "Your flight's been canceled! Who's next?" New Beast Machines Transformers, the challenge is in the change.
Cartoon
- First Look - 30 sec
- Animation: Cheetor and Rattrap emerging from the light of the Oracle.
- Narration: Jess Harnell
- Notes: This ad began airing on August 11th, 1999 and continued to air through the following Saturday morning of August 14th, leading up to airing of the Evolution Revolution music video. The linked version of the ad is the one that aired on Saturday morning.
- Coming this fall...to Fox Kids...Beast Machines. Don't miss an exclusive first look.
- Animation: Excerpts from The Reformatting and Master of the House.
- Narration: Coming this fall to Fox Kids! at the very end by Jess Harnell
- Notes: The full video debuted on August 14th, 1999 and was replayed the following Saturday, August 21st. The shorter version of the video aired during two different breaks earlier that same morning.
- It's a transformation revelation! It's Beast Machines.
- Series premiere promo - 30 sec
- Animation: Excerpts from The Reformatting and Master of the House.
- Narration: Neil Ross
- Notes: This ad first aired on August 28th, 1999. It would continue to be used after the premiere to advertise new episodes.
- It's an all new show for a renegade group of Beast Machines. "You can teach an old ape new tricks." Who are now on Cybertron fighting unknown foes. "Welcome to Cybertropolis." With a whole new look... "Thought I had slick cat moves before? Check this out!" and a whole new attitude! "I am transformed!" Transform your Saturday morning when Beast Machines premieres September 18th at 10, only on Fox Kids.
| Version | Length | Link |
|---|---|---|
| Premiering Sat. Sept. 18th 10:00am | 0:30 NET | http://www.youtube.com/watch?v=4qIkfT81hOA&t=10m35s |
| Premiering Sat. Sept. 18th 11:00am | 0:30 NET | http://www.youtube.com/watch?v=4qIkfT81hOA&t=11m09s |
| Station | 0:30 STA | http://www.youtube.com/watch?v=4qIkfT81hOA&t=11m41s |
| Premiering Sat. Sept. 18th 10:00am | 0:20 NET | http://www.youtube.com/watch?v=4qIkfT81hOA&t=12m11s |
| Premiering Sat. Sept. 18th 11:00am | 0:20 NET | http://www.youtube.com/watch?v=4qIkfT81hOA&t=12m36s |
| Station | 0:20 STA | http://www.youtube.com/watch?v=4qIkfT81hOA&t=12m55s |
| Premiering Sat. Sept. 18th 10:00am | 0:10 NET | http://www.youtube.com/watch?v=4qIkfT81hOA&t=13m18s |
| Premiering Sat. Sept. 18th 11:00am | 0:10 NET | http://www.youtube.com/watch?v=4qIkfT81hOA&t=13m30s |
| Station | 0:10 STA | http://www.youtube.com/watch?v=4qIkfT81hOA&t=13m42s |
- Season One promo - 10 sec
- Animation: Various cartoon excerpts.
- Narration: Tom Kane
- An ape, a cat, a spider, a rat and a bat. Go wild with Beast Machines. This Saturday morning at 11, only on Fox Kids.
- Master the Beast Sweepstakes - 30 sec
- Animation: Excerpts of Blackarachnia transforming, Optimus Primal turning his head, Optimus Primal landing in beast mode, Megatron glaring, the Maximals together, Optimus Primal at the Oracle, Cheetor turning his head, Blackarachnia opening her eyes, Optimus Primal transforming, Rattrap in beast mode.
- Narration: Unknown
- Notes: This was an ad for the Master the Beast sweepstakes contest.
- Does changing into Beast Machines sound cool to you? Then enter Fox Kids' "Master the Beast" sweepstakes. If you win, you're off to Vancouver, to check out the 3D animation, and get your face featured on a Beast Machines poster. Plus lots of Beast Machines and Beast Wars toys will be yours. One thousand others will win a Beast Machines action figure. To enter, watch Beast Machines on Fox Kids then write down your favorite character with your name and address and send it to Fox Kids Master the Beast PO Box 4040 Beverly Hills CA, 90213 by October 1st.
- End of the Line promo - 30 sec
- Animation: Excerpts from End of the Line.
- Narration: Jonathan David Cook
- Notes:: This spot aired several times throughout the morning of End of the Line's initial airing.
- "The time has come. The final battle is at hand." This morning, all sides have the key to... "Worldwide armageddon!" "Doomsday." But who will be the first to turn it? "We finish this now Megatron!" Is this truly the end of the line? "End game." Be there for this all new Beast Machines.
- YTV promo - 30 sec
- Animation: Excerpts of the Optimal/Transmetal 2 and Beast Machines versions of Optimus Primal, Blackarachnia and Megatron from the respective series.
- Narration: Edward Glen
- Notes: Each characters' Beast Wars Season 3 form is followed by their Beast Machines form accompanied by the narrator describing the changes as though he's narrating a fashion show.
- Makeover madness. Here's the old Optimus and here's the new Optimus for a new millenium! Fresh, fun and fabulous! "Of course!" Now Blackarachnia, shown here in Beasties, wanted a bold new look that screamed success. Isn't she stunning? She de-serves it! Everyone's favorite bad guy Megatron, always the egomaniac, went bigger and badder. Puh-lease! Everyone knows not to wear stainless steel after Labor Day! Beast Machines, tonight at 7:30. Keep it weeeeeeeeeeeird! On YTV.
2000
Toys
- Supreme Cheetor - 30 sec
- Animation: Two excerpts featuring Cheetor transforming.
- Narration: None, apart from "New Beast Machines Electronic Cheetor Supreme sold separately" by the Cheetor Kid.
- Toy segment: Two kids face off in a gymnasium, surrounded by cheering friends. Megatron Kid makes threats to the other kid, who whips out Supreme Cheetor. Megatron Kid congratulates Cheetor Kid after losing their match.
- Notes: The Cheetor toy is oddly referred to, not as a Supreme size Cheetor, but as Cheetor Supreme as though supreme is part of his name.
- Older kid: "You up for a challenge?" Younger kid: "Let's do it!" Older: "Evil Megatron's gonna get—" Younger: "Stomped by Cheetor Supreme!" Crowd: "Whoa!" Younger: "He's huge as a cat, and ever bigger as a robot!" Older: "HO-LY—" Younger: "He's the biggest, baddest, Beast Machine ever. And watch this!" Beast Machines! The challenge is in the change! Older: "Nice match, big guy." Younger: "New Beast Machines Electronic Cheetor Supreme. Sold separately."
- Nightscream and Ultra Jetstorm - 30 sec
- Animation: Excerpts of Jetstorm and Nightscream transforming.
- Narration: None, apart from "New Beast Machines Electronic Jetstorm and Electronic Nightscream sold separately" by Jetstorm Kid.
- Toy segment: Two kids ordering food are informed by the lady behind the counter that there is only one order of fries left, so they decide to fight it out with their Transformers. The "bad" kid grabs Ultra Jetstorm and shows it off for viewers' benefit, while the "good" kid transforms his Ultra Nightscream and shoots Jetty with his disk launcher. Nightscream Kid wins and tells Jetstorm Kid that "Nightscream likes EXTRA ketchup." on his fries. Jetstorm Kid warns him not to push it.
- Small kid: "I'll take it." Slightly bigger kid: "No, I'LL take it!" Both: "Challenge!" Beast Machines! Bigger kid: "Jetstorm will strike. Like. Lightning." The challenge is in the change! Smaller kid: "No way! Nightscream's gonna— clip your wings." Bigger kid: "Your day is over Nightscream." Smaller kid: "You're grounded Jetlag!" <kids cheer> Beast Machines! The challenge is in the change! Smaller kid: "Nightscream likes EXTRA ketchup." Bigger kid: "Don't push it. New Beast Machines Electonic Jetstorm and Electronic Nightscream, sold separately."
Cartoon
- Season Two promo - 20 sec
- Animation: Various cartoon excerpts.
- Narration: Maurice LaMarche (?) and various local announcers.
- Maximize your mornings for an all new season of Beast Machines! "Fantastic!" You'll meet new friends. "My name's Botanica" New enemies. "YESSSSS..." Plus a ton of a new thrills. "Blammo!"
- YTV promo 2 - 30 sec
- Animation: An excerpt from Endgame Pt. III: Seeds of the Future as normal, then reversed in a loop.
- Narration: Edward Glen (as Optimus Primal) in an intentionally doofy voice dub featuring any other voice removed and the original sound effects replaced with more comedic ones.
- A bewildered Optimus Primal finds himself falling and then grabs onto some molding on the side of a building. The molding gives way and he falls down the side of the building. He mistakes the sparks created by his scraping fingernails as something shooting from his fingers. He finally catches another piece of molding as Megatron (in his Optimal Optimus body) strafes him. As he tries to explain that he's not King Kong, the scene reverses itself and he finds himself stuck in some sort of time loop.
- Notes: This ad doesn't mention anything about the series finale from which the animation is taken. In fact, this seems to be just a regular old promo for the show. Assuming this aired before Endgame Pt. II: When Legends Fall, anyone eagle-eyed enough to spot Optimal Optimus' jetmode would've caught a hefty spoiler.
- (Falling) "Auuuuuugh, oof. Whoaaaa, oof. Heywhatarethosethingscomingatme—augh. Oh, these things—oh, hey, I'M NOT KING KONG I TOLD YOU I'M OPTIMUS, what the, oh I gotta hide, oh, ho, whatever those things are, augh, these beams gotta be stronger, auuuuuuuuugh, hey, oh no, here they come again, what is going on, I'm in a time warp, get me out of here! Augh. Oh no! These things are, auuuugh!" Beast Machines. Thursday at 8. Keep it weird. On YTV.
Robots in Disguise (2001)
Robots In Disguise featured a return to some of G1's distinctive traits, namely the "More than meets the eye" tagline and the use of Kidmation. The Kidmation involved both of the kids featured in the ad turning to the camera and mouthing along with the "More than meets the eye" lyric of the commercials' theme music. The theme song was unique to the ads, being a completely different song from that of the actual cartoon. It does seem to have been considered at some point for use as the cartoon theme though, based on a unused version of the cartoon intro. Robots in Disguises' toy ads featured a distinctive video effect of letterboxing widescreen format footage of kids playing with toys. At the start of an ad, the top border would be red with text "Transformers" and the lower border would be blue with the words "Robots in Disguise". During the ad the borders would change to a single color (red for the Autobots, blue for the Decepticons) with a faction name at the bottom and character names rotating at the top. The toy segments themselves took place mainly in various indoors locations such as a basement or the upstairs and front lawn of a house. The Trainbots ad, appropriately enough depicts the kids as riding inside of a bullet train. The ads continued the use of "Fast Motion" transformations and added a new disclaimer noting that "actual change times may vary".
The cartoon advertising was very similar to Beast Machines, keeping many of the same tactics such as network versions of ads, shorter 10 second versions of ads and advertising during the end credits of other shows. Robots in Disguise got an advertising campaign for it's premiere episode, much like its predecessor. Unlike its predecessor, it sadly did not receive its own music video.
2001
Toys
- Optimus Prime and Ultra Magnus - 30 sec
- Animation: Megatron transforms, and Optimus Prime finds himself surrounded by the Predacons.
- Narration: Steve Blum
- Kidmation: The two kids featured in the ad.
- Toy segment: Two kids who live next door to each other grab their respective Autobot Super figures and run into each other at full speed; as soon as they touch, they combine!
- Notes: One of the kids had a poster for the 1986 animated movie in his room. The whole commercial has a dubbed over feel, as Megatron and Optimus Prime sound nothing like the voices used for the show (presumably because casting had not yet been done) and the sound quality of the narration seems below that of the rest of the commercial.
- Optimus Prime and Ultra Magnus 30 sec - Same as previous commercial, but Neil Kaplan voices Optimus Prime and the narration is the actor used for the rest of the Robots in Disguise commercials. The blank panels in the first kid's comic book have been filled in with an appropriate screenshot and quote, though it's still surrounded by panels from "Prime Time!". Also, the background music doesn't stop while the kids shout to each other from their windows.
- "You can't get away this time Optimus Prime!" "Ultra Magnus, I need your help." Kids: "Ultra Magnus! I'm in trouble!" "I'll be right there!" Transformers! More than meets the eye! Beware Megatron, Optimus Prime and Ultra Magnus combine to form the supreme warrior. Kids: "Omega Prime's unstoppable!"
- Megatron, Sky-Byte and Deluxe Cars - 30 sec
- Animation: CGI Optimus Prime transforms from truck to super-mode; Cartoon excerpts of Megatron (with correct voice) talking, Optimus transforming, and Sky-Byte taking a chunk out of the rear of a moving vehicle.
- Narration: Steve Blum
- Kidmation: The two kids featured in the ad.
- Toy segment: Kids yell the names of the toys while showing them off or transforming them. They do this in what appears to be a poorly lit basement of some sort.
- Notes: "Prowl" just does not sound fearsome or impressive no matter how much you growl when you yell it.
- Animation: Cartoon excerpts - Team Bullet Train finishes forming Rail Racer; Galvatron says "Foolish Autobots! Bring it on!".
- Narration: Steve Blum
- Kidmation: The two kids featured in the ad.
- Toy segment: Two kids play with the bullet trains aboard a subway car.
- Animation:
- Narration:
- Kidmation:
- Toy segment:
Cartoon
- Series premiere promo - 30 sec
- Animation: Various cartoon excerpts.
- Narration: Koji Onishi (Jason Spisak), Optimus Prime (Neil Kaplan) and various other Autobots as a group, "ONLY on Fox Kids".
- Koji: Strap in, because this ride's about to... "Transform." "Transform!" Transform! Shift it, make it, turn it, twist it! Koji: Predacons, you've messed with the wrong planet! Shape it, size it, live it, we got it! Koji: Autobots, Megatron's arrived on Earth "Coming." "Hahahaha..." "Optimus, battle mode NOW!" Fight it, take it, strike it, we stopped it! Koji: All right! "Let's do IT again!" Don't miss the premiere of Transformers: Robots In Disguise, Saturday morning, September 8th. ONLY on Fox Kids.
- Series premiere promo #2 - 20 sec
- Animation: Excerpts from Battle Protocol!
- Narration: ONLY on Fox Kids
- They came to destroy earth. NOW, the only ones strong enough to take them on, are hiding right, under, your...HOOD!
- Shift, Shape, & Save - 30 sec
- Animation: Various cartoon excerpts.
- Narration: Koji Onishi (Jason Spisak), Optimus Prime (Neil Kaplan), various other Autobots as a group, and John Garry.
- Notes: This commercial was aired in various lengths with various end tags. Version names below are confirmed, except where noted.
| Version | Length | Link |
|---|---|---|
| All New Saturday 8E/7C&P | 0:30 NET | http://www.youtube.com/watch?v=4qIkfT81hOA&t=1m35s |
| Mon-Fri Afternoons & Saturday Mornings | 0:30 NET | http://www.youtube.com/watch?v=4qIkfT81hOA&t=2m09s |
| Station | 0:30 STA | http://www.youtube.com/watch?v=4qIkfT81hOA&t=2m41s |
| All New Saturday 8E/7C&P | 0:20 NET | http://www.youtube.com/watch?v=4qIkfT81hOA&t=3m14s |
| Mon-Fri Afternoons & Saturday Mornings | 0:20 NET | http://www.youtube.com/watch?v=4qIkfT81hOA&t=3m36s |
| Station | 0:20 STA | http://www.youtube.com/watch?v=4qIkfT81hOA&t=4m00s |
| Coming Up (unconfirmed) | 0:20 NET | http://www.youtube.com/watch?v=dN4yssbZv5A |
| All New Saturday 8E/7C&P | 0:10 NET | http://www.youtube.com/watch?v=4qIkfT81hOA&t=4m23s |
| Mon-Fri Afternoons & Saturday Mornings | 0:10 NET | http://www.youtube.com/watch?v=4qIkfT81hOA&t=4m35s |
| Station | 0:10 STA | http://www.youtube.com/watch?v=4qIkfT81hOA&t=4m49s |
| Coming Up (unconfirmed) | 0:10 NET | http://www.youtube.com/watch?v=PWnayVCMUC0 |
- Animation: Excerpts of Optimus Prime, Ultra Magnus, Scourge, Galvatron and the Commandos.
- Narration: Koji Onishi (Jason Spisak).
- Sit down, hold on and hush up, because in the battle for Earth, you're either gonna lead, follow, or get out of the way! "Tremble with fear, I AM GALVATRON!" "You're goin' down, down, down, down." "Transform!" Catch an all-new episode of Transformers: Robots in Disguise, next Saturday morning only on Fox Kids!
- Cartoon promo 2 - 20 sec
- Animation: Many of the same excerpts used in "Shift, Shape, & Save".
- Narration: Don LaFontaine
- This summer, Fox Kids will transform your TV into a blockbuster action machine. Transformers. Today after Digimon, on Fox Kids.
- Cartoon promo 3 - 30 sec
- Animation: Many of the same excerpts used in "Shift, Shape, & Save" along with excerpts of Fortress Maximus and "Super" Side Burn.
- Narration: Alternating unknown male and female announcers.
- [Weight:] Male: "Fifteen tons." Female:"All muscle." [A.I.:] "Artificial intelligence." "It's real." [Engine:] "One hundred thousand horse power." "Real dominance." [Fuel:] "The Matrix powers." "High octane." [Speed:] "From zero to action." "In a flash." [Mission:] "To save Earth." "No surrender."
