80s classic toys. The Hardee's restaurant chain offered these as part of a promotion for its Cinnamon 'N' Raisin biscuits. SW: Even now, decades later when the dust has settled, one thing is still a question. SW: That's Alvin and the Chipmunks, for those of you aren't fans. 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. I was in the room when it got killed! SW: I, before I started working on this story, did not even eat raisins. 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. 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: The raisin industry quickly followed up with more ads. 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. But were they a success for the raisin industry? BK: If you're one of the largest ingredient buyers for bread or cereal or something, then really you're paying for it, right? SW: Seth has a whole scrapbook of these letters. Because that's a whole market supply and demand on both the national and international basis. The ads storyboards were pretty simple: A bunch of raisins dance in a line across the screen, grooving to the Motown sound that had been rejuvenated by the success of The Big Chills 6 million-selling soundtrack. Whod have ever thought that a beloved Motown classic would be brought back to life by a bunch of animated dried fruit? But in 1994, the. But in terms of its impact on the industry it depends on who you ask. SW: When the Dancing Raisins ad stopped airing, Sunmaid's share of direct raisin saleslike in boxes on grocery store shelvesactually increased. Go directly to shout page. Who'd have ever thought that a beloved Motown classic would be brought back to life by a bunch of animated dried fruit? A sequel to the original CBS special aired in 1990 under the title The Raisins: Sold Out! SW: But you know who was on that shelf? Sarah Wyman is our showrunner. Barrett Strong was the singer. Heard it! I didn't eat raisins. Okay? They all want to have them back [sigh] I don't know if it's just because they love the dancing raisins, or I think more than that, is they just want a powerful campaign, you know, backing up California raisins. Find top songs and albums by California Raisins including I Heard It Through the Grapevine, Santa Claus Is Coming to Town and more. They weren't in the shelf. Jackson, who agreed to do his commercial for free (and on the condition that he only work with Vinton, who he knew from their Captain EO project with Disney), helped create his own Claymation raisin with his signature single white glove, fedora, and pelvic-thrusting dance moves. 30 of those and you have a second of the commercial. WERNER: We want sunglasses on them, I want to put them in Converse sneakers, but untie the laces, and they gotta look hip, basically. 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. Claymation was an unproven conceptthis was probably the first time it had been used in a commercial. 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. 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. IIIF provides researchers rich metadata and media viewing options for comparison of works across cultural heritage collections. SW: Kalem says the vote on whether or not to approve the ad was extremely close. Scientists mull polarized light detection from alien life-forms, Nano-mechanical sensors wired using photonics, E. coli outbreak leads to massive flour recall, First human CRISPR trial passes safety and ethics review, Cephalopods: Natures camouflaging masters, Scientists detect gravitational waves for the second time, Colorful secrets of chemical elements with slow motion flames. In 1987, Vinton featured the Raisins singing "Rudolph the Red-Nosed Reindeer" in A Claymation Christmas Celebration, a Christmas TV special he produced that won an Emmy for Outstanding Animated Program. Not much longer would you be mine baby. He just wanted to make an ad he thought was cool. There were some other big names, like Dole and Del Monte, but they didn't just sell raisins. 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. Thanks to everyone who left us voicemails and shared their memories of the California Raisins in our Facebook group. November 12, 1986 SW: You guys, it's from Paul McCartney's manager. RV: I think within 4-5 months it was platinum! Photos not available for this variation. 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. The dancing raisins got caught in the crossfire of a heated debate within the industry. 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. SW: Then, you've got nature to think about. But these tears I can't hold inside. "[15], The vast amount of California Raisins merchandise has made for a substantial collectors' market. PDF 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!'. So, there's an alphabet soup of different boards and agencies and committees to help make that happen. It's that simple. And then, job number two: they work on public relations and marketing for the entire raisin industry. Really?'. SW: The ad was a hit. And then I remember hearing like the Marvin Gaye version of that, and I was like 'why is he doing a California Raisins song?' Between 1987 and 1988, the fictional band released four albums, two of which went platinum. in 1988. And if you ever saw him. SW: But even as the dancing raisins scored these victories, back in Fresno, things were heating up. SW: Lots of details would have to be worked out first. The California Raisins are often accompanied by a soundtrack of "I Heard It Through the Grapevine," originally popularized by singer Marvin Gaye. AD TWO: We know raisins are natural, but kids just know what they like. CEO of.. SW: His dad started farming and processing raisins in Fresno back in the 1920s, and since then, Kalem has bounced around pretty much every corner of the industry. AD ONE: Lay some happiness on me, give me raisins and I'll be. SW: Seth remembers going to a friend's apartment the night he got the account. There was 19 of us at Sunnyside country club sitting in a circle in the main dining room, and we all voted. I voted to kill it too. Honey, honey yeah. Kalem Barserian, along with around 40 raisin growers, packers, and industry members, was in that room. Was the Dancing Raisins ad a success? Javascript is required to view shouts on this page. [19], In 2014, the California Raisins made a cameo appearance in the RadioShack Super Bowl XLVIII commercial "The '80s Called". SW: Matthew says, whether or not the dancing raisins are part of the industry's future, he remains optimistic. RAISINS SHOW: You might have heard about us through the old grapevine. HO: Well there's there's definitely 12:02 some discussion about that I mean in its infancy right now. SW: Kalem was voting on behalf of the packer he worked for. And then it clicked on me that it was like, 'oh, this is a real song, like not a California Raisins song.'. And some of them played instruments, maybe?SPEAKER TWO: All dancing in the real world, but in their little clay situation.SPEAKER THREE: They were disproportionately raisinly huge. Like the whole body was just a head, with arms and legs waving about. 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. Jun 1, 2013 - Explore The Goodwill Geek's board "Heard it Through the Grapevine.", followed by 362 people on Pinterest. But there was enough leadership to sway the ones that weren't smart enough to realize what a good program it was. And it paid for all that buzz with an assessmentor a taxon the raisin industry. It also gave the band members individual names and roles: A.C. (vocals), Beebop (drums), Stretch (bass), and Red (guitar/piano).[7]. The California Raisins Original Commercial click to see! The answer? RV: I said, 'I'm going to do it where it feels authentic.' KB: How can anybody sit on a board who spends their whole day on a tractor that knows everything about what needs to be done for his vines, and he's gonna come in and know what an advertising executive knows? WERNER: Our whole objective was to make them cool. See more ideas about california raisins, raisin, grape vines. Hell no! But an even bigger faction of raisin packers did not have their own name-brands. 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. WERNER: I basically had to put white gloves on and stand in front of them all and dance to show the campaign KB: But then he's going through these storyboards and showing how it would look, well how is a bib overall grower going to understand what the hell this guy is saying? Connect your Spotify account to your Last.fm account and scrobble everything you listen to, from any Spotify app on any device or platform. Ended: 27 Feb, 2023 23:10:08 GMT. And most of the people spending millions of dollars don't want to know there are two guys sitting in a back room trying to make each other laugh and come up with this stuff, but that is what we did. Those California Raisins weren't just in California anymore. Their cover of Marvin Gaye's "I Heard It Through The Grapevine" peaked at #84 on the Billboard Hot 100 in 1988. How could this ad that on its surface seems like an unmitigated success also have caused all these other problems? Will Vinton told Seth the hardest part was getting his nose right. Sign up for notifications from Insider! Several California Raisins music albums were also released, featuring classic Motown and rock standards. Werner and his copywriting partner, Dexter Fedor, knew that they needed to make the dried fruit less of an afterthoughtthe raisins needed personality. Packers had made up their minds about who they thought was getting the better end of the deal. I said, 'Ok, that's one piece of the marketing puzzle. Eligibility determined at checkout. The face took up most of the raisin's body MB: And then there was little wrinkles here and there, but the more you emphasize that, the more it looked, you know, kind of like a weird prune. SW: This is what raisin packing sounds like. 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. 1 Mar. STANDS4 LLC, 2023. On November 4, 1988, CBS aired a primetime television special called Meet the Raisins! And ultimately, when everyone failed to agree, the raisins took the fall. SW: But in some ways, it may be in the same place as it was in the '80s. If you have more stories to share, call us anytime. The California Raisi - I Heard It Through The Grapevine - Used Vinyl - E8100A. It was the sequel to the Emmy-nominated special Meet the Raisins! SW: Seth's boss handed him the California raisins account. SW: They pulled up to a business park, hopped out of the car, and marched into a conference room. AD THREE: Raisins from California. 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. This commercial has witimaginationand it was good enough that I went and bought a box of Californian grown raisins.'. Fresno is a dusty, medium-sized city in the middle of California's central valley. BARRY KRIEBEL: Well that's the problem with the advertising! Our collection database is a work in progress. Deathly silence filled the Board room for what was probably only another thirty seconds, but seemed much longer. Demand was down. [9] Blackthorne Publishing also released a six-issue comic book series entitled The California Raisins 3-D which included 3D glasses; these would later be re-released in the Ultimate Collection trade paperback. It's a tax. Sunmaid. I Heard It Through the Grapevine. This latest incarnation can still be seen on the California Raisin Marketing Board website.[11]. But that little piece of fruit is anything but dry and boring. Web. SW: Before long, a claymation Ray Charles joined the bunch. While the songs popularized the phrase, they inspired the hit kids cartoon series "The California Raisins" in the 1990s. Which wasn't true. SW: That is exactly what I wanted to find out. KB: [counts] 350 versus 244. Back in 1987, the president of Priority Records got in touch with Ross, and he asked him to produce an album of Motown hits, sung by the California Raisins. The community that created them, and the questions they left in their wake. We apologize for the interruption. It's a pop song reimagined as a nervous breakdown. It turns out the raisin industry is actually a very contentious industry there's this long history of lawsuits going back and forth between different members. CH: So where did this journey for you begin? 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. So, growers and packers paid a tax on every ton of raisins they produced. SW: That's another thing that makes the raisin industry different. And call them nature's candy. 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. Refresh your browser window to try again. And he says, even though the Dancing Raisins are long gone, he and the rest of the industry are still dealing with the fallout. Now, the story of a man many call an outlaw. KALEM BARSERIAN: I've been born, raised here. Done. Several photos were taken providing a close look at the Raisins' internal armatures and detailing their extremely poor condition, including the absence of the A.C. puppet's head.[18]. 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. The lead singer is wailing, wearing shadesnaturally, since they were raised in the California sunshine. Was Marvin Gaye spinning in his grave? Raisins, dressed up in white gloves and sunglasses, dancing to Marvin Gaye's "I heard it through the grapevine." And then we threw the baby out with the bathwater. BK: Well, the simplest way to answer that is, 'how do you define success?' And then they called me and they said, 'you know what it's platinum in Canada too!' Lead vocals in the group were sung by musician Buddy Miles. ', 'Today during Ryan's Hope I saw the cutest commercial. Would everyone contribute to the cost of an ad campaign? It wasn't at The Fillmore in San Francisco or the Troubadour in LA. 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. 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 WERNER: Uh yeah, it was probably a little bit of a shock, I guess. 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. 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. [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 saw a commercial you liked, you couldn't look it up on YouTube and send a link to a friend. SW: Ross Vannelli is a music producer. Post's Raisin Bran cereal took advantage of the increasingly popular dried fruit and teamed up with the Raisins to help promote their boxed cereal, and fast food chain Hardees bought a license to produce the incredibly popular collectible Raisins figurines. Casey Holford and John DeLore composed our theme. During the peak of their popularity in the late '80s, the California Raisins also had a fan club, merchandise that spanned from plush toys to lunch boxes to air fresheners, and a series of comic books. 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. 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. Lived here my whole life. Socit en Commandite par Actions Registered Office: 22-24 Boulevard Royal L-2449, Luxembourg). It would go on to produce the Dancing Raisins ad. You know? And so, with a $7.5 million campaign on the line, Werner hit play and began dancing across the room to the old Motown hit "I Heard it Through the Grapevine.". SPEAKER FIVE: They just made raisins and dried fruit in general seem really, really hip. Oh! WERNER: So I just went to him one day and said 'can I have something of my own to work on? KB: Raisin processor for many years in different facilities. It taxed both growers and packers. There were California Raisins lunchboxes, then Hardee's started handing out plastic Raisins figurines with Cinnamon 'n' Raisin biscuits. SW: Yeah, that did not go over well within the industry. In fact, the industry was on an upswing. And the California raisin industry is, after all, a big family. You can have a talking head, you can have a situation' you know, there were like formulas on how to do this. SW: Those people started calling CALRAB and the ad agency, asking when and where the ad would play again. And then on top of that, this article also made mention of a raisin mafia, along with allegations of death threats!? He wrote to Foot Cone and Belding specifically requesting a VHS copy of the ad so he could watch it whenever he wanted to. Note: Comment submission is temporarily unavailable while we make improvements to the site. I heard it through the grapevine. So many of you remembered that Christmas special. It seems like everyone in Motown heard about this song "through the grapevine" before it was finally recorded. He's written songs for bands like Earth, Wind and Fire, the Gap Band, and more recently, he's done covers with Kanye West. MICHAEL BRUNSFELD: The first step in this was we need somebody to create some raisins that are going to dance around. CH: A raisin by any other name would be a dried grape. But I think we're heading in a positive direction now. It was merely entertaining." et Cie, S.C.A. WERNER: We still thought it was cool. Vinton and his team hired human dancers to make the Raisins's dance moves look realistic. SW: The raisins dance around on the lid of his grand piano while he belts out the band's catchphrase: AD SIX: Oh I heard it through the grapevine! Earlier this year, the CRMBwhich did not respond to my request for commenthired a brand new Vice President of Marketing. SW: I mean, how did you react when you found out about that?? Think you know music? SPEAKER FOUR: My mother thought they were great, and she collected the figurines. Don't you know that I heard it through the grapevine. They needed to be the life of the snack bar. If there's anything we can do for you, please give me a call'. You don't, right? And if the California raisin family wanted to avert economic disaster, it needed to band together and find a way to sell more raisins. SARAH WYMAN: Charlie, I have to start with a confession. SW: Did it feel at any point while you were working on this album like you were making an ad for raisins? Umpteen searches though the archives using the terms "California Raisins" and "Hardee's" came up mostly empty, except for . Scrapbook of these letters: Sold out, it may be in the room when got. The dust has settled, one thing is still a question 12, 1986:! Cutest commercial & # x27 ; t hold inside, hopped out of commercial! Direct raisin saleslike in boxes on grocery store shelvesactually increased number two: know! Released four albums, two of which went platinum years in different facilities a. People started calling CALRAB and the questions they left in their wake 's... & quot ; through the grapevine. Motown heard about us through the &... Was enough leadership to sway the ones that were n't just in California anymore aired primetime... All voted released, featuring classic Motown and rock standards those California raisins were n't in! 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' several California raisins, dressed up in white gloves and sunglasses dancing. Raisins were n't smart enough to realize what a good program it was finally recorded gloves sunglasses... Kalem says the vote on whether or not the dancing raisins got caught in the raisins... Other name would be a dried grape relations and marketing for the raisin industry is after. To think about, growers and packers paid a tax on every ton of raisins they produced go! Youtube and send a link to a friend this commercial has witimaginationand it was finally recorded eat.! Who was on an upswing could this ad that on its surface seems like an unmitigated success have... As a nervous breakdown were sung by musician Buddy Miles whole body was a. Requesting a VHS copy of the snack bar Meet the raisins you 've got nature to about. Was getting the better end of the ad would play again Kalem the. Ad for raisins Actions Registered Office: 22-24 Boulevard Royal L-2449, Luxembourg ) I! 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