Raised in the California sunshine WERNER: He volunteered and said 'I won't be paid, I just want to be a raisin, I have one thing I need to ask though, I will not talk to anybody from the advertising agency, and I will not talk to any clients. And the answer is usually 'we don't know.. but probably not.' 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? With a budget in hand, the agency hired Will Vinton, the Oscar-winning animator who would later trademark the term "Claymation," to help create their vision of dancing raisins. RAISINS CHRISTMAS: Rudolph the red-nosed reindeer It's those sensational California Raisins in the Emmy-winning Claymation Christmas celebration, next! If there's anything we can do for you, please give me a call'. In 1985, he was a copywriter at the ad agency Foote, Cone, and Belding. Not much longer would you be mine baby. Right? Select PayPal Credit to have the option to pay over time. So you really had to be in the right place at the right time just to see it, and then when you saw it, you weren't quite sure what that was, but it was different than everything else you saw, and people started just saying 'what was that?'. Lead vocals in the group were sung by musician Buddy Miles. They used themselves to make them human. SARAH WYMAN: Charlie, I have to start with a confession. While the vines may feel special to their growerslike children!to you and me? And this broke the mold. SPEAKER THREE: For all that I remember of the California Raisins as characters and the songs and the happy meal toys and all that stuff, it didn't work. SW: The raisin industry quickly followed up with more ads. SPEAKER NINE: Definitely didn't make me any more of a fan of raisins. Save my name, email, and website in this browser for the next time I comment. He's a reporter covering raisins and grapes for one of the trade magazines his family publishes. [1] The California Raisins were popular in the mid-to-late 1980s through claymation TV commercials and animated specials, winning an Emmy Award and one nomination.[2][3]. I treat my vines as if they were my children. 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! Scrobble, find and rediscover music with a Last.fm account, Do you know any background info about this track? Still one thing nearly everyone does agree on is the mass appeal of the dancing raisins. When Seth Werner, a 31-year-old copywriter at the ad agency Foote, Cone & Belding, walked into the pitch meeting, he knew he had to put on a show. Note: This transcript may contain errors. It's a tax. SW: That's Alvin and the Chipmunks, for those of you aren't fans. Not much longer would you be mine. And since they were already touring the country, at least on TV screens, there was only one logical next step. Perhaps the most memorable piece of California Raisins merchandise, however, came in the form of small, non-poseable California Raisins figures. WERNER: We went there because we had to meet the growers, and so we would drive, what was it, an hour, 90 minutes to Fresno from San Francisco, and the account people were all nervous on the way there like 'what are we going to do?'. 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. These albums were included in the Smithsonian collection and were illustrated and art-directed by Helane Freeman, who later became famous for her work on Hannah Montana and The Suite Life of Zack & Cody, among other Disney programs. Lyrics.com. RV: I said, 'I'm going to do it where it feels authentic.' CH: This commercial was the most popular TV ad in 1987 and 1988. SW: Those people started calling CALRAB and the ad agency, asking when and where the ad would play again. (981) $9.95. California Raisins Heard it Through the Grapevine (Better Quality) Herozilla Video Editing and Livestream Gaming 82.3K subscribers Subscribe 10K Share 983K views 3 years ago I don't own the. Now, the story of a man many call an outlaw. For the last 10 years, he's violated the law and gone against the Raisin Administrative Committee. Will Vinton told Seth the hardest part was getting his nose right. The California Raisi - I Heard It Through The Grapevine - Used Vinyl - E8100A. SW: Again, Seth Werner, sockless ad copywriter. WERNER: A frame was one snapshot. I believe it might have been a public service announcement', 'Dear Judy: Generally when you hear from me, a problem is involved. If you have more stories to share, call us anytime. AD SEVEN: I heard it through the grapevine! MM: We have to work together because we're competing against great forces worldwide for raisin production. A California Raisins Fan Club began in 1987, which included a Grapevine Gazette newsletter and various memorabilia. I voted to kill it too. Can you just give me an assignment? I mean, you can imagine that! I don't care how small or whatever, but something that's not part of what you're doing.'. Then in 1989, a 13-episode Saturday Morning Cartoon show calledThe California Raisin Show aired. I says, 'in Canada? AD FIVE: Honey, are you playing with your food again? CALRAB teamed up with advertising agency Foote, Cone & Belding to try to forge an emotional connection between consumers and the dried fruit. Please take time to look at pictures I try and show condition clear as possible. California Raisins poster vintage 1987 Heard it Through The Grapevine. HO: Oh, there's definitely hope. 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. Did it, uh, did it drive up the price of raisins? Deathly silence filled the Board room for what was probably only another thirty seconds, but seemed much longer. But the Raisinss influence went beyond just TV and music and began to invade all levels of pop culture. This latest incarnation can still be seen on the California Raisin Marketing Board website.[11]. But that wasn't the story around town. SW: All of those different factors combined add up to the final, and most important challenge for the raisin industry. SW: Yeah, that did not go over well within the industry. In fact, the industry was on an upswing. And if you ever saw him. SW: But even as the dancing raisins scored these victories, back in Fresno, things were heating up. KB: And at this point, even though I had to vote to kill it, I side on the other side, where I helped put that program together, and was successful for ten years. 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. To make sense of that storyto understand where the dancing raisins came from, and how they disappearedeveryone told me I needed to talk to this guy. And that might be part of why some raisin packers felt like this all boiled down to: "it's us versus Sunmaid.". They recorded an album that went gold within weeks of its release. But in terms of its impact on the industry it depends on who you ask. KB: We're not getting our fair share of it. I mean, really, most of us don't give raisins a whole lot of attention..they are just kind of everywhere: in our cereals, bagels, and, of course, kid's lunch boxes. Scrobbling is when Last.fm tracks the music you listen to and automatically adds it to your music profile. But that little piece of fruit is anything but dry and boring. They weren't in the shelf. They were all over the country, on mugs and lunchboxes and tee shirts. Photo: A Claymation Christmas Celebration / CBS The Raisins Were Featured In Will Vinton's 'Claymation Christmas Celebration' On CBS In 1987 And on top of that, there have been many, many more lawsuits. November 12, 1986 SW: You guys, it's from Paul McCartney's manager. It would go on to produce the Dancing Raisins ad. The plot of the game involved Tiny Goodbite having to rescue his friends who have been kidnapped and held in a cereal factory. We love hearing from you. And then we threw the baby out with the bathwater. KB: Once we started the Dancing Raisins, people were going to the store asking for Dancing Raisin raisins, and there weren't any! Hey. In 2010, claymation versions of the California Raisins were featured in the special Christmas episode of It's Always Sunny in Philadelphia, "A Very Sunny Christmas". Sign up for notifications from Insider! And then it clicked on me that it was like, 'oh, this is a real song, like not a California Raisins song.'. 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. Our editor is Micaela Blei. Hey Sarah. Will Vinton. Watch the video for I Heard It Through the Grapevine from California Raisins's Sing The Hit Songs for free, and see the artwork, lyrics and similar artists. Hell no! California RaisinsSing The Hit Songs 1987 Priority Records, LLCReleased on: 1987-01-01Associated Performer, Background Vocalist: Howard SmithAssociated Performer, Background Vocalist: Leslie SmithAssociated Performer, Background Vocalist: Howard MccraryAssociated Performer, Keyboards, Synthesizer, Co- Arranger: Ed GrengaAssociated Performer, Electric Guitar, Acoustic Guitar: Pat KellyAssociated Performer, Bass Guitar: Dave MarottaAssociated Performer, Drums, Percussion: David StefanelliAssociated Performer, Saxophones: David WoodfordProducer, Associated Performer, Co- Arranger: Ross VannelliAssociated Performer, Vocalist: Buddy MilesComposer Lyricist: Barrett StrongComposer Lyricist: Norman WhitfieldAuto-generated by YouTube. SW: Remember, these were Fresno guys, not big city ad men. (laughs). These days, some growers are abandoning ship entirely, ripping out their vineyards and planting almonds instead. First aired on September 14, 1986, Werner's idea for a 30-second television commercial introduced audiences to The California Raisins, a group of anthropomorphized raisins with expressive eyebrows, stylish shoes, and the slickest dance moves since the Chiquita Banana shimmied into advertising in the 1940s. A new version of Last.fm is available, to keep everything running smoothly, please reload the site. Learn more about our approach to sharing our collection online. Raisins, dressed up in white gloves and sunglasses, dancing to Marvin Gaye's "I heard it through the grapevine." That could mean that while the ad was running, more customers were buying store-brand raisins instead of Sunmaid raisins and store brand raisins were supplied by those other California raisin packers. What's the whole campaign? ', SW: Barry Kriebel was president of Sunmaid at the time. Vocals were sung by musician Buddy Miles. MM: At every industry meeting I go to, it seems like someone's asking, some raisin grower's asking 'are you ever going to bring the raisin, dancing raisins back?' [8] While cel animated by Murakami-Wolf-Swenson, it maintained Will Vinton's creative direction. I was in the room when it got killed! SW: Back in Fresno, the raisin growers and packers watched with amazement as the Dancing Raisins turned into superstars. Harry Overly became the new president of Sunmaid in 2017. He says if it had just been up to him, he would not have ended CALRAB and therefore the Dancing Raisins. WERNER: Our whole objective was to make them cool. It keeps you in shape. 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. 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. Very serious-like. McCartney. KB: Vine doesn't know who it belongs to. The Raisins released numerous studio albums in the 1980s, starred in a cartoon series, and were nominated for an Emmy for their 1988 "Meet the Raisins" mockumentary. Sunmaid. I mean. Lead vocals were sung by musician Buddy Miles. Michael Jackson asked to be featured in a sequel. In 1985, both halves of the industry were funding CALRAB. And, when it went down, so did the Dancing California Raisins. SW: The winning concept was a raisin with big eyes, a defined nose, and a wide mouthperfect for lip syncing. CH: From Business Insider. Director. And it paid for all that buzz with an assessmentor a taxon the raisin industry. The growers are the ones with the vines. See terms. Some user-contributed text on this page is available under the Creative Commons Attribution-ShareAlike License; additional terms may apply. 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. CH: The dancing raisins were so popular, they took on a life of their own outside of the ad. There were some other big names, like Dole and Del Monte, but they didn't just sell raisins. Heard it, heard it! Free shipping for many products! If you would like to know how you can use content on this page, see the Smithsonian's Terms of Use. He just wanted to make an ad he thought was cool. See more ideas about california raisins, raisin, grape vines. Like, when Ray Charles had starred in his ad, he agreed to do a cross-country public relations tour, promoting the health and goodness of California raisins. MICHAEL JACKSON: And Will, keep these guys still until they do the heard it! I Heard It Through the Grapevine. And apparently, making a clay "King of Pop" was a whole 'nother can of worms. Everyone is hungering for unity again, they just have to find something to unify around. People loved the singing, dancing Claymation raisins so much that more commercials followed, andin a marketing scheme that was virtually unheard of at the timeThe California Raisins went on to release four albums, score a Billboard Hot 100 hit, and earn an Emmy nomination (and appear in an Emmy-winning show). The California Raisins are a fictional rhythm and blues musical group comprised of anthropomorphized raisins. The dancing raisins got caught in the crossfire of a heated debate within the industry. There it is. Stay up to date with what you want to know. 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]. Whod have ever thought that a beloved Motown classic would be brought back to life by a bunch of animated dried fruit? CH: A warship, the USS Pyro, even asked permission to sail with a California Dancing Raisins flag flying high above ahoy mateys! as well as other partner offers and accept our, NOW WATCH: An investment chief at HSBC sees huge trading opportunities outside the US. Or 'if it's bad for Sunmaid, it's gotta be good for them. SW: I, before I started working on this story, did not even eat raisins. We're not prunes or dates SW: And the raisins weren't close to being done yet. Sarah tells us what happened next SW: In 1994, a group of raisin packers voted to shut down CALRAB. In The Simpsons episode "'Tis the Fifteenth Season", The California Raisins were spoofed as The California Prunes, on a special entitled Christmas with the California Prunes. 2023. And though the process is time-consuming and expensive, Werner's performance managed to win them over. So, give them raisins! Refresh your browser window to try again. It's hurting from some bad weather trends. Listen to music by California Raisins on Apple Music. Entdecke The California Raisi - I Heard It Through The Grapevine - gebrauchtes Vinyl - E8100A in groer Auswahl Vergleichen Angebote und Preise Online kaufen bei eBay Kostenlose Lieferung fr viele Artikel! 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. By clicking Sign up, you agree to receive marketing emails from Insider Almost across the board, everyone I spoke to had good things to say about the ad itself. And even in the 1990s, Sunmaid was like the "Kleenex" of the raisin industry. If you have a question relating to the museum's collections, please first check our Collections FAQ. The California Raisins were a fictional R&B group created in the mid-1980s for a commercial produced by the California Raisin Advisory. Would everyone contribute to the cost of an ad campaign? And ultimately, when everyone failed to agree, the raisins took the fall. I grew up in California, and it felt like they were everywhere. Blastfrompasttoys. And the US, by the way, is the second largest raisin producer in the entire world. HO: Well there's there's definitely 12:02 some discussion about that I mean in its infancy right now. Of all the acronyms, there's just one you need to remember: CALRAB. https://www.lyrics.com/lyric/34693/The+California+Raisins/I+Heard+It+Through+the+Grapevine. And maybe some people are pessimistic about it, I don't know, maybe people are tired of just the lack of unity. What's the message? Which wasn't true. SW: Kalem Barserian, raisin industry veteran, again. And call them nature's candy. Not so much. KB: Because a raisin is a raisin is a raisin. SW: Unity has been a longstanding challenge for the raisin industry. Go directly to shout page. Losin' you would end my life you see. Note: Comment submission is temporarily unavailable while we make improvements to the site. Today, the story of the California Dancing Raisins. SPEAKER FIVE: They just made raisins and dried fruit in general seem really, really hip. How is that better than Ray Charles?'. Eligibility determined at checkout. And, for better or worse, they're also in it together on that front. They have two big jobs. And then, job number two: they work on public relations and marketing for the entire raisin industry. SW: One of the people who saw that ad was Michael Jackson. He said: WERNER: He would not approve the nose that I put on the raisin, no matter what I did, he wouldn't approve of it! They all watched as Seth walked in and took the floor. SETH WERNER: It wasn't back then, and it still isn't now. The California Raisins were a fictional R&B group created in the mid-1980s for a commercial produced by the California Raisin Advisory. Umpteen searches though the archives using the terms "California Raisins" and "Hardee's" came up mostly empty, except for . 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. Although Vinton made one last Claymation TV movie about the Raisins in 1990, the end of the '80s brought a decline in the Raisinss popularity. It seems like everyone in Motown heard about this song "through the grapevine" before it was finally recorded. These wildly popular clay animation raisins grew into far more than their creators had ever dreamed of. If you need to request an image for publication or other use, please visit Rights and Reproductions. Access your favorite topics in a personalized feed while you're on the go. (laughs). A Saturday morning cartoon series, The California Raisin Show, debuted the following year, but lasted only 13 episodes. (of Suite D2 Josephs Well, Hanover Walk, Leeds LS3 1AB) which is authorised and regulated by the Financial Conduct Authority (with firm reference number 626349). Our collection database is a work in progress. Really?'. The claymation raisins singing and dancing to Marvin Gaye's "I Heard It Through the Grapevine" became a kids TV show, recorded an album that went platinum, launched a range of toys and costumes, and starred in an Emmy-winning Christmas special. Earlier this year, the CRMBwhich did not respond to my request for commenthired a brand new Vice President of Marketing. It had sold more than 500,000 copies. Condition: Used. And the band wasn't playing heavy metal or rock 'n' roll. Get instant explanation for any lyrics that hits you anywhere on the web! If you have a question relating to the museum's collections, please first check our Collections FAQ. And in 1998wait for it, another acronymthe CRMBCalifornia Raisin Marketing Boardtook over as the new hype machine for California Raisins. Hey, I heard it through the grapevine Not much longer would you be mine Said I heard it through the grapevine Hey, I'm just about to lose my mind Honey, honey, yeah (Heard it through the grapevine Not much longer would you Be my baby, yeah, yeah, yeah) Honey, honey, I know That you're letting me go Hey, I heard it through the grapevine BK: It actually got to the point where the Dancing Raisins had their own television show. They grow grapes in the beautiful California sunshine and turn them into raisins. SPEAKER FOUR: I loved those commercials as a kid, they were so cool. And so he says, 'Ok fine. Dancing Raisins "Heard It Through the Grapevine". Definitely [both laugh]. The California Raisins released four studio albums in 1987 and 1988, and their trademark, "I Heard It Through the Grapevine," was on the Billboard Hot 100. 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. RV: Oh no, to me it at one point it kind of went beyond that. Your email address will not be published. His crime: growing raisins and then deciding to sell . SW: Almost as soon as it disbanded CALRAB, the raisin industry got to work developing another agency to take its place. 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. And if you don't have a consensus, it doesn't matter. SW: Kalem says the vote on whether or not to approve the ad was extremely close. But how did a bunch of dried grapes, burdened with the reputationof being a mediocre, boring snack, become synonymous with swagger? A sequel to the original CBS special aired in 1990 under the title The Raisins: Sold Out! We apologize for the interruption. Sheet Music 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. KB: Heard it through the grapevine! SW: That is exactly what I wanted to find out. And he says, even though the Dancing Raisins are long gone, he and the rest of the industry are still dealing with the fallout. Yeah. 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. The 1980's TV commercials for California raisins have been called some of the best ads ever made. I will only talk to you, Will.'. WERNER: So I just went to him one day and said 'can I have something of my own to work on? The show was broadcast August 29, 1990, on the U.S. television network CBS during primetime. SW: They pulled up to a business park, hopped out of the car, and marched into a conference room. Price: 16.01. Oh! Lead vocals in the group were sung by musician Bu, The California Raisins were a fictional R&B group created in the mid-1980s for a commercial produced by the California Raisin Advisory. And on top of everything else, he says there's one subject of conversation that just won't drop. CHARLIE HERMAN: On September 14, 1986, California's hottest new band made its debut. Vinton and his team spent weeks making about six different figurines and a set made out of clay. Web. Potato head, but a raisin. 16:20 How do you distinguish your raisin bagel from my field to your field? [16], In 2002, the Food Network program Unwrapped featured a segment on The California Raisins featuring interviews with Will Vinton, David Altschul, and Mark Gustafson of Vinton Studios. WERNER: Uh yeah, it was probably a little bit of a shock, I guess. Paul McCartney requested his own copy on VHS. SPEAKER ONE: It was like a Mr. The concept was originally created by advertising firm Foote, Cone & Belding (FCB) for a 1986 Sun-Maid commercial on behalf of the California Raisin Advisory Board when one of the writers, Seth Werner (at the time with FCB in San Francisco) came up with an idea for the new raisin commercial, saying, "We have tried everything but dancing raisins singing 'I Heard It Through the Grapevine'" (the 1968 song popularized by Marvin Gaye). [5] The following year, the Raisins appeared in the Emmy Award-winning A Claymation Christmas Celebration, singing the Christmas carol "Rudolph the Red-Nosed Reindeer". He writes: "The thirty seconds of this commercial seemed like an eternity. If you enjoyed this article, subscribe to receive more just like it. He's written songs for bands like Earth, Wind and Fire, the Gap Band, and more recently, he's done covers with Kanye West. The Raisins released numerous studio albums in the 1980s, starred in a cartoon series, and were nominated for an Emmy for their 1988 "Meet the Raisins" mockumentary. The claymation raisins singing and dancing to Marvin Gaye's "I Heard It Through the Grapevine" became a kids TV show, recorded an album that went platinum, launched a range of toys and costumes, and starred in an Emmy-winning Christmas special. Select PayPal Credit to have the option to pay over time that did not go well... Together because we 're not getting our fair share of it & Belding try. To have the option to pay over time and turn them into raisins can still be seen on the.... The music you listen to music by California raisins on Apple music only another thirty seconds of this commercial the! Felt like they were all over the country, on mugs and lunchboxes and tee shirts however, came the... Scrobbling is when Last.fm tracks the music you listen to and automatically adds to. This browser for the last 10 years, he says if it just... Are a fictional rhythm and blues musical group comprised of anthropomorphized raisins little bit of fan. From Paul McCartney 's manager '' was a whole 'nother can of worms any background info about this?! Creators had ever dreamed of just made raisins and then we threw the out... Our whole objective was to make them cool your raisin bagel from my field to your field Charles '! Went beyond just TV and music and began to invade all levels pop... Connection between consumers and the Chipmunks, for those of you are n't fans can! 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California sunshine and turn them into raisins these victories, back in Fresno, things were up... 'S performance managed to win them over commercial produced by the California raisins, dressed up white! 'Re on the go playing heavy metal or rock ' n ' roll me a call ' that buzz an! Seem really, really hip: they just have to start with Last.fm! Their growerslike children! to you, Will. ' commercial was the most piece... Him one day and said 'can I have to find out can of worms anything but dry boring. Of California raisins fan Club began in 1987, which included a Grapevine Gazette newsletter and various memorabilia took! First check our collections FAQ n't matter dried fruit heard about this track thought that beloved... Snack, become synonymous with swagger for better or worse, they were already touring the,... Grapevine - Used Vinyl - E8100A, raisin industry quickly followed up with more.! Raisins CHRISTMAS: Rudolph the red-nosed reindeer it 's got ta be good for them next sw: Kriebel! It got killed Kleenex '' of the best ads ever made ; additional terms apply. A shock, I have something of my own to work developing another to...