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Logorama | |
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Directed by | François Alaux Hervé de Crécy Ludovic Houplain |
Produced by | Autour de Minuit |
Written by | François Alaux Hervé de Crécy Ludovic Houplain Gregory J. Pruss |
Starring | David Fincher Aja Evans Bob Stephenson Sherman Augustus Joel Michaely Matt Winston |
Music by | Bryan Ray Turcotte Dayna Turcotte |
Edited by | Samuel Danési |
Production company | H5 Autour de Minuit Productions Little Minx Films Mikros Image |
Distributed by | Cinéma Public Films |
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16 minutes | |
Country | France |
Language | English French |
Logorama is a 2009 French animatedshort film co-written and directed by François Alaux, Hervé de Crécy and Ludovic Houplain[1] (H5)[2], and produced by Autour de Minuit.[3] Set in a stylized version of Los Angeles, the short portrays events told entirely through the extensive use of more than 2,000 contemporary and historical logos and mascots.[4] The film won both the Prix Kodak at the 2009 Cannes Film Festival[5] and the Academy Award for Best Animated Short Film at the 82nd Academy Awards in 2010.[6]
A catalog based on the short, titled Logobook and written by the film's co-director Ludovic Houplain, was published by Taschen in 2013.[7]
- 3Themes
Plot[edit]
The short opens with a panorama of Los Angeles where all of its buildings and inhabitants are in some form of commercial branding: Birds are in the form of Bentley and Aston Martin logos and MSN's butterfly; pedestrians are in the shape of the AIM icon; and overhead highway signs are mounted on Atlantic Records logos, among others. The Original Pringles mascot (voiced by David Fincher) pulls into a Pizza Hut restaurant's parking lot and propositions an Esso Girl waitress (voiced by Aja Evans) on a smoking break (her cigarette is the Air France logo). Meanwhile, BiC Boy students alongside Bob's Big Boy (voiced by Joel Michaely) and Haribo Boy (voiced by Matt Winston) are on a tour at a zoo led by a flamboyant Mr. Clean (voiced by Michaely); hating the tour, Big Boy and Haribo Boy hop off the tour train and soon begin to harass the MGM lion by mooning and throwing a bottle of Coca-Cola at it, prompting the zoo's owner, the Jolly Green Giant (voiced by Michaely), to scold them.
As Michelin Man police officers Mitch and Mike (voiced by Bob Stephenson and Sherman Augustus) order lunch at KFC, a call comes in over the radio stating that a criminal named Ronald McDonald (voiced by Stephenson) is on the loose on a red delivery truck; both Mitch and Mike spot Ronald in his truck and chase film. The police pursuit quickly veers out of control, as many innocent bystanders are imperiled/injured. Meanwhile, the BiC students alongside Big Boy and Haribo Boy at the zoo have finished their tour and are back on the school bus, soon nearing the Pizza Hut where Esso Girl is serving the Original Pringles mascot and the Pringles Hot & Spicy mascot. Ronald swerves to avoid the school bus and crashes his truck over in front of the Pizza Hut. Several guns and biological weapons then spill out of the back of the truck, tempting Big Boy and Haribo Boy to steal and sell them at the black market. Ronald gets out of the truck and knocks out Haribo Boy with his foot, before taking Big Boy hostage and running inside the Pizza Hut. Big Boy frees himself by biting Ronald in the arm, before running for cover behind the counter with Esso Girl while an enraged Ronald attempts to shoot him. The police are given the excuse to start firing on Ronald, but Ronald kills one of the police officers.
As the gunfight ensues in the streets, a low rumbling is heard across Los Angeles, resulting in a giant earthquake erupting and opening a fissure shaped like Microsoft's Xbox logo that splits the streets wide open. Big Boy and Esso Girl escape the rapidly collapsing Pizza Hut using a hijacked police car while the Original Pringles mascot and the Pringles Hot & Spicy mascot are both crushed inside. After shooting Mitch with his gun, Ronald rides through the city on a stolen Grease 2 motorcycle, but drives into a fallen Weight Watchers sign and is thrown off, sliding and falling into a crevasse shaped like the Zenith Electronics logo. As he pulls himself back up, he is run over by Esso Girl and Big Boy, who barely escape the city and speed along a curved highway shaped like the VAIO logo. As the duo near the Hollywood Chewing GumHollywood Sign, it falls apart and sends the giant letters crashing onto the highway in front of them. While evading one of the letters, the duo veer off the highway and down a hill, finally crashing into a tree shaped like the American Century Investments logo. Following this, petroleum oil suddenly erupts from the rifts around town and entirely floods Los Angeles.
The hill Esso Girl and Big Boy are stranded on splits into two, revealing a giant North Face logo while the land crumbles around them, swallowed by the sea and leaving the duo on a tiny island together. The film closes with Esso Girl picking up and biting a colored Apple Inc. logo while lying down on the island alongside Big Boy, before zooming out to reveal that California has been separated from mainland and is now shaped like the Nike, Inc. logo, but also revealing that the entire universe is made up of even more logos. After the credits, a now-bald, black-eyed and partly-toothless Ronald laughs menacingly and says 'I'm lovin' it!'[8]
Cast[edit]
- Bob Stephenson – Ronald McDonald, Michelin Man Police Officer Mike
- David Fincher – Original Pringles Mascot
- Aja Evans – Esso Girl
- Sherman Augustus – Michelin Man Police Officer Mitch
- Joel Michaely – Big Boy, Jolly Green Giant, Mr. Clean
- Matt Winston – Haribo Boy
- Gregory J. Pruss – Pillsbury Doughboy, Chopper Pilot
- Josh Eichenbaum – M&M's
- Jaime Ray Newman – Dispatch Girl (Radio)
Themes[edit]
Logorama explores the extent to which logos are embedded in Earth's daily existence. H5 members explained that, 'Logorama presents us with an over-marketed world built only from logos and real trademarks that are destroyed by a series of natural disasters (including an earthquake and a tidal wave of oil). Logotypes are used to describe an alarming universe (similar to the one that we are living in) with all the graphic signs that accompany us everyday [sic] in our lives. This over-organized universe is violently transformed by the cataclysm becoming fantastic and absurd. It shows the victory of the creative against the rational, where nature and human fantasy triumph.'[9]
Brands, mascots and logos[edit]
The entirety of Logorama is made up of brand images, logos and mascots, with these brand images, logos and mascots used as characters, props, locations, vehicles and other content. Notable uses within the film include McDonald's mascot Ronald McDonald being depicted as the main antagonist, while Michelin Men are depicted as the police. However, some of the logos are also derived from fictional works, such as Slurm from Futurama, the Ghostbusters logo, the Buy-N-Large (BnL) sign from WALL-E and the South Park sign.
Awards[edit]
Logorama has received the following nominations and awards:
- Kodak Discovery Award for Best Short Film (the Kodak Prix) - Critics' Week, 62nd Cannes Film Festival (2009) – Won
- Audience Award – Festival International de Curtas Metragans (2009) – Nominated
- Audience Award – Lille International Short Film Festival (2009) – Nominated
- Jury's Special Prize, Audience Prize, Fuji Prize for Best Directors – Cinanima International Animated Film Festival (2009) – Nominated
- Best Short Film – Stockholm International Film Festival (2009) – Nominated
- Best Direction, Audience Award – Vendôme Film Festival (2009) – Nominated
- Gold Medal for Animation – Zinebi, Bilbao International Film Festival (2009) – Nominated
- Oscar for Best Animated Short – 82nd Academy Awards (2010) – Won
- Best Short Film – Césars 2011 – Nominated
In other media[edit]
The 2012 Simpsons episode 'A Tree Grows in Springfield' ends with a vignette inspired by Logorama called Logomania.[10]
See also[edit]
- Foodfight! - A 2012 animated film that also features product mascots as characters; seen as one of the worst animated films of all time.
References[edit]
![Logorama Logorama](http://medias.unifrance.org/medias/223/193/49631/format_page/logorama.jpg)
- ^Criterion Channel
- ^BCDB
- ^Short of the Week
- ^Logorama Trailer - Adweek
- ^Logorama: The French Short That Rwrote the Rules|Animation Magazine
- ^Academy of Motion Picture Arts & Sciences. 'Nominees for the 82nd Academy Awards'. Academy of Motion Picture Arts & Sciences. Archived from the original on October 1, 2014. Retrieved February 8, 2010.
- ^'LOGORAMA: From a Book to a Short Film'. Alfalfastudio.com. Retrieved 18 July 2019.
- ^Internet Archive
- ^'H5: Logorama'. Design Boom. Retrieved February 8, 2010.
- ^'The Simpsons' A Tree Grows in Springfield (TV Episode 2012) -Connection - IMDB
External links[edit]
![Dub Dub](http://www.animationmagazine.net/images/logorama_2.jpg)
- Logorama on Vimeo
- Logorama on YouTube
- Logorama on IMDb
Retrieved from 'https://en.wikipedia.org/w/index.php?title=Logorama&oldid=921908947'
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Deleted trivia section[edit]
I deleted the following trivia section from the article. Per Wikipedia's policies Trivia sections are frowned upon; if the information is relevant to an understanding of the topic it should be worked into the main text of the article. I've preserved the deleted content here in case anyone is able to make use of it. - DustFormsWords (talk) 22:36, 28 February 2010 (UTC)
- I appreciate your good faith edit here. Having seen Trivia sections in countless articles, I was surprised to learn that they're considered inappropriate. I changed the title to 'Use of Brand Images', as this is quite clearly the most noteworthy aspect of the film (even more so than the plot). Given that there are over 2000 brands referenced in the film, it could easily merit a separate page, but for now, a separate section is certainly merited. Trumpetrep (talk) 04:01, 1 March 2010 (UTC)
- Thanks. The relevant policy is WP:TRIVIA, and the unfortunate fact is that a great many articles simply don't meet it. WP:OTHERSTUFFEXISTS reminds us though that just because another article (or a lot of articles) is wrong, it doesn't mean we get to follow their lead. :-) Regarding the list of logos, Wikipedia isn't meant to contain the entire contents of the film, just the necessary information to understand its creation, history, and lasting impact. The article probably (in my opinion) shouldn't attempt to list every logo in Logorama, just draw attention to the central and memorable logos. Check out the featured article criteria for a community-agreed analysis of what should and should not be in a Wikipedia article. All that said, Wikipedia prefers to see people put in a ton of information and then trim it back later rather than have people afraid to edit in case their work gets undone, so go nuts adding whatever you like and we can discuss it after the fact! - DustFormsWords (talk) 04:46, 1 March 2010 (UTC)
- I could see the merits of a catalogue of the complete brands, much like there is merit in listing an author's complete works or an actor's filmography. Particularly since the film's visual language consists entirely of contemporary and historic branding images, such a list is of encyclopedic value, the way any similar catalogue is on wikipedia. However, in the film's article, it only makes sense to highlight brands that are featured prominently in the film. If someone gets their hands on the complete brand list, it should certainly go up somewhere.Trumpetrep (talk) 04:53, 1 March 2010 (UTC)
- I'm not sure that's in accordance with Wikipedia policy but in the mean time the article was so stubby that you should just go nuts improving it and we'll revisit the issue when and if more editors come along (possibly if it does well at the Oscars). I'll also remove the preserved Trivia list below seeing as you've put it back in the article in a (slightly) better format. - DustFormsWords (talk) 05:00, 1 March 2010 (UTC)
- Listing the Brands and Logotpyes in this film is in no way trivia. In essence they are the actors and actresses in the film. Removing this list would be like removing the Cast and Characters section from a movie article. Billyoffland (talk) 03:26, 10 April 2010 (UTC)
- I'm not sure that's in accordance with Wikipedia policy but in the mean time the article was so stubby that you should just go nuts improving it and we'll revisit the issue when and if more editors come along (possibly if it does well at the Oscars). I'll also remove the preserved Trivia list below seeing as you've put it back in the article in a (slightly) better format. - DustFormsWords (talk) 05:00, 1 March 2010 (UTC)
- I could see the merits of a catalogue of the complete brands, much like there is merit in listing an author's complete works or an actor's filmography. Particularly since the film's visual language consists entirely of contemporary and historic branding images, such a list is of encyclopedic value, the way any similar catalogue is on wikipedia. However, in the film's article, it only makes sense to highlight brands that are featured prominently in the film. If someone gets their hands on the complete brand list, it should certainly go up somewhere.Trumpetrep (talk) 04:53, 1 March 2010 (UTC)
- Thanks. The relevant policy is WP:TRIVIA, and the unfortunate fact is that a great many articles simply don't meet it. WP:OTHERSTUFFEXISTS reminds us though that just because another article (or a lot of articles) is wrong, it doesn't mean we get to follow their lead. :-) Regarding the list of logos, Wikipedia isn't meant to contain the entire contents of the film, just the necessary information to understand its creation, history, and lasting impact. The article probably (in my opinion) shouldn't attempt to list every logo in Logorama, just draw attention to the central and memorable logos. Check out the featured article criteria for a community-agreed analysis of what should and should not be in a Wikipedia article. All that said, Wikipedia prefers to see people put in a ton of information and then trim it back later rather than have people afraid to edit in case their work gets undone, so go nuts adding whatever you like and we can discuss it after the fact! - DustFormsWords (talk) 04:46, 1 March 2010 (UTC)
- I appreciate your good faith edit here. Having seen Trivia sections in countless articles, I was surprised to learn that they're considered inappropriate. I changed the title to 'Use of Brand Images', as this is quite clearly the most noteworthy aspect of the film (even more so than the plot). Given that there are over 2000 brands referenced in the film, it could easily merit a separate page, but for now, a separate section is certainly merited. Trumpetrep (talk) 04:01, 1 March 2010 (UTC)
Deleted Controversy section[edit]
I removed the Controversy section because it implied, without any references, that corporations whose logos are used in the film had it removed from sharing sites. It's more likely that the film-makers had it removed for infringement, and either way, we need a reference for it. Mr. Darcytalk 15:49, 8 March 2010 (UTC)
- Yes that is true. Logorama was uploaded to YouTube a few days ago (see [1] and [2]) and it was taken down by 'Autour de Minuit' which is the name of the group who made the short film.118.208.57.248 (talk) 12:43, 11 March 2010 (UTC)
Restored Brand Images Section[edit]
This section does not constitute original research, as the plot of the movie is the source. The rationale behind a separate section, which was originally titled 'Trivia' (see discussion above), was to avoid an unwieldy plot summary. The listing of key brand imagery from the movie is an important part of the article because the use of brand imagery is all that the movie is about. The deletion of this entire section should have been discussed first. The previous conversation about 'Trivia' surely would've shed some light on the subject. Trumpetrep (talk) 15:47, 10 March 2010 (UTC)
- I'm not the one who deleted, this time, but I think the concern is largely that a good Wikipedia article doesn't contain raw lists; it explains why each and every article on the list is important to a proper understanding of the topic. That is to say, how does listing a large number of brands that appear in the movie give the user a better understanding of Logorama than merely citing a few prominent examples? - DustFormsWords (talk) 22:06, 10 March 2010 (UTC)
- That really looks like a trivia section to me. The use of brand imagery is a central part of the film, but that doesn't mean that a listing of the specific brand images is necessary or even helpful to an encyclopedia entry on the film. Mr. Darcytalk 03:33, 11 March 2010 (UTC)
- I'm with you on that being the correct policy approach. But rather than have an edit war over it, a more helpful path would be to improve the rest of the article to explain the creation, development, and impact of the film, which is currently very sketchy. If we have that info, it might make it clearer to everyone involved what path the brand images section should take. - DustFormsWords (talk) 03:44, 11 March 2010 (UTC)
- That really looks like a trivia section to me. The use of brand imagery is a central part of the film, but that doesn't mean that a listing of the specific brand images is necessary or even helpful to an encyclopedia entry on the film. Mr. Darcytalk 03:33, 11 March 2010 (UTC)
List of logos used in Logorama?[edit]
What happened to the 'list of logos used in Logorama' page? It has been cited a few times on this page but has been deleted. Has a better alternative page been created?96.49.224.214 (talk) 23:09, 4 August 2010 (UTC)
Brand images section[edit]
I note that there has been continued expansion of the Brand Image section, mostly by IP users. I have no doubt that these users are attempting to helpfully improve this article in good faith. However, my understanding of WP:TRIVIA and WP:EMBED is that this list isn't appropriate Wikipedia content, inasmuch as (a) it doesn't explain the significance or notability of any of its entries, (b) it doesn't meaningfully improve the reader's understanding of the subject, and (c) a conclusive list would have some 3000+ entries, far too large to be of any practical use. I don't want to delete out of hand - the IPs are currently the majority of the contributors to this article, and the article certainly needs help - but on the other hand the list can't just keep growing. Can we get consensus to trim it down to just those entries that explain their notability? - DustFormsWords (talk) 03:54, 15 March 2010 (UTC)
- I usually agree i.e. 'this movie was referenced in a Family Guy episode' (ugh) but in this case, the logos essentially act as cast members. There must be a middle ground for deciding which ones to mention.--The lorax (talk) 04:23, 15 March 2010 (UTC)
- The middle ground would be the same as for any movies; you mention the stuff that's needed to understand the subject matter. In a movie article you'd mention the lead character, but not 'suspicious local #3'. Here it's relevant to mention Ronald and the Michelin Men, but probably not every planet that appears in the final space sequence. The test, as always, is notability: (a) is it necessary to describe this logo to give a proper understanding of the subject matter, and (b) do reliable third-party sources give it significant coverage? An equally good test would be to say, can this logo be explained through the main text of the article rather than in a list? If not, it's probably not adding anything to the article. - DustFormsWords (talk) 04:31, 15 March 2010 (UTC)
- By the way, a generous interpretation of WP:LIST would see this as perfectly fine for a standalone list closely related to this article; another solution may be simply to break it out into its own article. - DustFormsWords (talk) 04:36, 15 March 2010 (UTC)
- It seems logical to take the latest version of the Brand Images section and break it out as a separate list. There's clearly merit to including the brand names. Think of a movie with an all-star cast. You'd certainly list them all. If Wikipedia can sustain a list of Bach's complete works (1000+), it can certainly sustain a listing of the brands in the film, especially if they are linked to the proper article. That's a significant encyclopedic value. Trumpetrep (talk) 02:45, 16 March 2010 (UTC)
- The difference is that a listing of Bach's complete works contributes to a meaningful understanding of J. S. Bach, in that it shows the scope and progression of his career and style. A complete brand listing contributes no meaningful understanding of Logorama, anymore than a complete listing of props used in Fight Club would assist readers in understanding that film. But either way breaking out the list seems to be something we can agree on. I'll wait until the post-Oscar IP edits die down, so as to make the most of that enthusiasm, and then break it out wholesale into a new article. (Or alternatively, feel free to do it yourself). - DustFormsWords (talk) 02:54, 16 March 2010 (UTC)
- I just don't see how a list of Bach's works shows the progression of his career and style. One would have to be familiar with the works themselves to understand how they progress stylistically. The titles are indicative of absolutely nothing. Yet, listing them on Wikipedia makes sense, because it's a valuable reference. You could just as easily list his earnings (he kept painfully detailed records), but that has less general encyclopedic interest. As a composer, his works list is what's germane.
- The difference is that a listing of Bach's complete works contributes to a meaningful understanding of J. S. Bach, in that it shows the scope and progression of his career and style. A complete brand listing contributes no meaningful understanding of Logorama, anymore than a complete listing of props used in Fight Club would assist readers in understanding that film. But either way breaking out the list seems to be something we can agree on. I'll wait until the post-Oscar IP edits die down, so as to make the most of that enthusiasm, and then break it out wholesale into a new article. (Or alternatively, feel free to do it yourself). - DustFormsWords (talk) 02:54, 16 March 2010 (UTC)
- It seems logical to take the latest version of the Brand Images section and break it out as a separate list. There's clearly merit to including the brand names. Think of a movie with an all-star cast. You'd certainly list them all. If Wikipedia can sustain a list of Bach's complete works (1000+), it can certainly sustain a listing of the brands in the film, especially if they are linked to the proper article. That's a significant encyclopedic value. Trumpetrep (talk) 02:45, 16 March 2010 (UTC)
- By the way, a generous interpretation of WP:LIST would see this as perfectly fine for a standalone list closely related to this article; another solution may be simply to break it out into its own article. - DustFormsWords (talk) 04:36, 15 March 2010 (UTC)
- The middle ground would be the same as for any movies; you mention the stuff that's needed to understand the subject matter. In a movie article you'd mention the lead character, but not 'suspicious local #3'. Here it's relevant to mention Ronald and the Michelin Men, but probably not every planet that appears in the final space sequence. The test, as always, is notability: (a) is it necessary to describe this logo to give a proper understanding of the subject matter, and (b) do reliable third-party sources give it significant coverage? An equally good test would be to say, can this logo be explained through the main text of the article rather than in a list? If not, it's probably not adding anything to the article. - DustFormsWords (talk) 04:31, 15 March 2010 (UTC)
- So too with Logorama. It's a movie about branding imagery and how it plays on our consciousness. Fight Club is not a movie about props. A list of the props used in that film wouldn't serve a general encyclopedic use. The brands used in Logorama is encyclopedic information, because that's what the film is about. To use an example that's closer at hand, the Scary Movie series are parody movies, each filled with dozens of spoofs of other films. Their Wikipedia articles list those parodies, because it's an essential part of the film.
- I think you're wise to wait until the immediate attention dies down and then clean up from there. I'm happy to help, but I'll definitely defer to you on that.Trumpetrep (talk) 03:58, 16 March 2010 (UTC)
The brand images section has now been split to its own article, List of logos used in Logorama, per the above discussion. It should NOT be merged back into this article unless it is trimmed to only include significant and notable uses of brand images. - DustFormsWords (talk) 00:03, 28 April 2010 (UTC)
At this point, I would restore something, so that more of the reference can be documented while people can remember them. The only people coming to this page now are people who have seen the film and want more information, primarily about the logo references. After several watchings, the cleverness of the logo references becomes even more apparent. For instance, in the motorcycle escape, many of the falling logos are of prominent companies that went bankrupt. Even a list wouldn't hurt. Underalms (talk) 16:49, 19 May 2012 (UTC)
VAIO[edit]
Doesn't the road outside of LA spell VAIO?--Gangster Octopus (talk) 21:53, 10 March 2010 (UTC)
Altman-esque[edit]
There are probably as many movie references in this short film as there are logos. To call it Altman-esque severely understates the creative achievement. And anyway, the overall atmosphere of the movie is much more reminiscent of Quentin Tarantino, who also frequently quotes other films in his work. Underalms (talk) 16:42, 19 May 2012 (UTC)
Fair use candidate from Commons: File:H5 Logorama city.tif[edit]
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