Box Office Software produced a different, unrelated California Raisins computer game in 1988 for the Apple II, Commodore 64, and PC compatibles. Barrett Strong was the singer. "Picture cover". You know, what kind of legs does he have so he could do a dance appropriately, does he have oversized shoes, you know, what do they look like? There was 19 of us at Sunnyside country club sitting in a circle in the main dining room, and we all voted. 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. Who'd have ever thought that a beloved Motown classic would be brought back to life by a bunch of animated dried fruit? And they were hearing from those ingredient customers that they had an issue with the ads: BK: Some large customers felt they were paying for it. If you require a personal response, please use ourContact page. IIIF provides researchers rich metadata and media viewing options for comparison of works across cultural heritage collections. I Heard It Through The Grapevine - California Raisins. (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). And their arms were like small, and they had like little legs. And then we threw the baby out with the bathwater. (981) $9.95. November 12, 1986 SW: You guys, it's from Paul McCartney's manager. He's written songs for bands like Earth, Wind and Fire, the Gap Band, and more recently, he's done covers with Kanye West. I'm Charlie Herman. CHARLIE HERMAN: On September 14, 1986, California's hottest new band made its debut. And the band wasn't playing heavy metal or rock 'n' roll. First, they provide tools the industry can use to regulate the raisin market. 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. Would everyone contribute to the cost of an ad campaign? The California Raisins are often accompanied by a soundtrack of "I Heard It Through the Grapevine," originally popularized by singer Marvin Gaye. But in 1994, the. She would always show them to me and talk to me about them and how cute and clever they were, and I just thought, why in the world is a grown woman so excited about something so ridiculous? RV: And I set it up in the studio exactly how like an old Motown session would be. I voted to kill it too. And by the end of the night, all anyone could agree on was that one of the siblings was getting a bigger cut than everyone else. 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. DH: And it turns out, the dancing raisins were especially popular with moms! He says if it had just been up to him, he would not have ended CALRAB and therefore the Dancing Raisins. Merchandise sales included toys and Raisins images on nearly every conceivable medium: lunch boxes, notebooks, clothing, posters, bedsheets, and even a Halloween costume, just to name a few. HO: Oh, there's definitely hope. CH: But while the ad made the dancing California raisins cool did it do anything for actual California raisins? SW: Kalem says the vote on whether or not to approve the ad was extremely close. Like, growing up, we had this little figurine in our doll house, and my parents dressed up as them one year for Halloween. Unknown; no label specified. SARAH WYMAN: Charlie, I have to start with a confession. I mean, we didn't do anything short of that. Right? 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.". So, CALRAB proposed this big advertising campaign, with national TV commercials. If you would like to know how you can use content on this page, see the Smithsonian's Terms of Use. You can have a talking head, you can have a situation' you know, there were like formulas on how to do this. Free shipping for many products! Constitution Avenue, NW CALRAB gave the "Grapevine" pitch the green light. (laughs) These little guys took over everybody's hearts and minds, so it didn't surprise us at the time. If you need to request an image for publication or other use, please visit Rights and Reproductions. WERNER: Our whole objective was to make them cool. The problem, FCB's account supervisor said at the time, was that though customers understood the health benefits of raisins, they had emotional connections with various vice products, like cigarettes because of the long-running "Marlboro Man" ads, or beer based on the popular "Miller Time" ads. They were tired of paying into a shared piggybank for the greater good. It's being threatened by growing raisin production in other countries. It even led to an unauthorized collectibles guide published in 1998, cataloging the many items based on the clay characters. And if the California raisin family wanted to avert economic disaster, it needed to band together and find a way to sell more raisins. Learn more about our approach to sharing our collection online. RAISINS: Oooh I heard it through the grapevine, raised in the California sunshine. It's a tax. Artist. SW: Unity has been a longstanding challenge for the raisin industry. et Cie, S.C.A. America's favorite raisin. The California Raisins were a fictional rhythm and blues animated musical group as well as advertising and merchandising characters composed of anthropomorphized raisins. SW: He just turned 82, and for the last few decades, he's been privy to almost every dispute in raisin land, and lots of them have landed on his desk. So, growers and packers paid a tax on every ton of raisins they produced. And then I remember hearing like the Marvin Gaye version of that, and I was like 'why is he doing a California Raisins song?' SW: Kalem was voting on behalf of the packer he worked for. On November 4, 1988, CBS aired a primetime television special called Meet the Raisins! SW: But by 1994, the packers had reached a consensus. With the musicians all in a room, live, everything. Instead, it was a group of tiny, claymation raisins playing a Motown hit in a national ad campaign. First of all, you've got that family dynamic. Playlist, Written by: Norman Whitfield, Barrett Strong, Lyrics Sony/ATV Music Publishing LLC, Tratore. Washington, D.C. Email powered by MailChimp (Privacy Policy & Terms of Use), International Media Interoperability Framework. RAISINS SHOW: You might have heard about us through the old grapevine. SW: Yeah, I'm still looking for the pictures. But of course, that was not really the end of it. Socit en Commandite par Actions Registered Office: 22-24 Boulevard Royal L-2449, Luxembourg). [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. 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. Start the wiki. BK: You gotta have consensus. The California Raisins were a fictional R&B group created in the mid-1980s for a commercial produced by the California Raisin Advisory. 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. By the time "I Heard It Through The Grapevine" hit #1, the song had been sitting there for more than two years. 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?'. 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). Werner and Fedor also thought that the commercial should use clay animation, a type of stop-motion animation using characters or settings made out of clay or other similarly pliable materials, rather than regular cartoon animation. This latest incarnation can still be seen on the California Raisin Marketing Board website.[11]. California raisins from the California vineyards. SW: Did it feel at any point while you were working on this album like you were making an ad for raisins? This is Brought to you by Brands you know, stories you don't. California Raisins poster vintage 1987 Heard it Through The Grapevine. Heard it! Whod have ever thought that a beloved Motown classic would be brought back to life by a bunch of animated dried fruit? SW: Kalem Barserian, raisin industry veteran, again. BK: If you're one of the largest ingredient buyers for bread or cereal or something, then really you're paying for it, right? California Raisin's Version. My girl!BK: Yeeeeah the marketing guys at Del Monte filed a complaint with the Department of Food and Agriculture over it. 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. Oh I heard it through the grapevine. (laughs). MICHAEL JACKSON: And Will, keep these guys still until they do the heard it! We'll do that.'. MICHAEL BRUNSFELD: The first step in this was we need somebody to create some raisins that are going to dance around. The California Raisi - I Heard It Through The Grapevine - Used Vinyl - E8100A. 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. 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. 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. Oh, that's sweet. CALRAB and the commercials it paid for represented the entire industry. 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. Not this time, however! They were the California Raisins. Hell no! SW: Clyde E. Nef, who was CALRAB's manager at the time, wrote about Seth's performance and the board's reaction in his book, The Fruits of Their Labors. The 1980's TV commercials for California raisins have been called some of the best ads ever made. He writes: "The thirty seconds of this commercial seemed like an eternity. Besides appearing in short commercials, The California Raisins shared their musical chops in television specials. Is it that people remember it? You asked someone to name a raisin brand, and they would say "Sunmaid.". He wrote to Foot Cone and Belding specifically requesting a VHS copy of the ad so he could watch it whenever he wanted to. You do the math on how many tons of raisins you're buying from them, and bam, you can see exactly how much of the total cost is going towards California raisin ads. CH: We're back. But he told me something else too, something he says a lot of reporters like mewho fly into Fresno from the big city to cover the dramaoften miss: MM: We're all families here and so, everybody's really close, everybody knows each other, I mean, a lot of them are related to each other, they marry in, and so they're very tight SW: And that big family, with lots of opinions, is where some of that drama comes from. And it paid for all that buzz with an assessmentor a taxon the raisin industry. SW: This is what raisin packing sounds like. WERNER: 'Dear NBC, After weeks of trying to find out who to congratulate on a recent national ad, I came up with nothing. Werner and his copywriting partner, Dexter Fedor, knew that they needed to make the dried fruit less of an afterthoughtthe raisins needed personality. We apologize for the interruption. I Heard It Through the Grapevine Lyrics by California Raisins from the Meet the Raisins! 2016 ScienceAGoGo. SW: His boss had him working mostly on trade adsstuff for industry publications not the kind of campaigns you or I would ever see in a commercial or on a billboard. There were some other big names, like Dole and Del Monte, but they didn't just sell raisins. AD TWO: We know raisins are natural, but kids just know what they like. 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. They help out with keeping prices stable and have an eye on supply and demand. 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. SW: And that tax is paying for a campaign that's not even advertising your product! SW: Yeah, that did not go over well within the industry. The California Raisins II is a 1990 claymation television special directed by Will Vinton, featuring the advertising characters The California Raisins. Characters Steve and Roger go into a mall representing 1980s culture where they meet the Raisins who proclaim that they are "cursed to live forever. 2023. SW: They pulled up to a business park, hopped out of the car, and marched into a conference room. They needed to be the life of the snack bar. But I think we're heading in a positive direction now. If you enjoyed this article, subscribe to receive more just like it. Just one piece! ', SW: Barry Kriebel was president of Sunmaid at the time. Browse 55 i heard it through the grapevine stock photos and images available, or search for california raisins to find more great stock photos and pictures. The briefthe goal of the campaignwas to come up with a commercial that would make customers see raisins differently. And as that rift widened, the raisins fell right through it. They have two big jobs. 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. California Raisins poster vintage 1987 Heard it Through The Grapevine. And on top of everything else, he says there's one subject of conversation that just won't drop. They're just a staple. A sequel to the original CBS special aired in 1990 under the title The Raisins: Sold Out! Just to make the ad would cost $300,000. Most of the time when we buy raisins, we have no idea where they came from. [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]. And if you don't have a consensus, it doesn't matter. SW: Seth has a whole scrapbook of these letters. Not so much. The dancing raisins got caught in the crossfire of a heated debate within the industry. They used themselves to make them human. I Heard It Through the Grapevine. Dancing Raisins "Heard It Through the Grapevine". 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. Really?'. Your email address will not be published. All Rights Reserved. He's a reporter covering raisins and grapes for one of the trade magazines his family publishes. I Heard It Through the Grapevine features a clip the movie The Big Chill where a group of teenagers in a library who are listening to the song through headphones which leads them to dance . If no one liked it, the raisin industry could not get that money back. KB: [counts] 350 versus 244. 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 Note: This transcript may contain errors. SPEAKER FIVE: They just made raisins and dried fruit in general seem really, really hip. Colossal issued a challenge to some of its animators: BRUNSFELD: How can you make a raisin look appealing? So when his friends were like WERNER: 'What are you gonna do with that? Okay? If you have any issues please contact me before leaving negative response I will always do my best make it right! A series of weather-related disasters during the '70s had thrown the price of raisins completely out of whack. Did it, uh, did it drive up the price of raisins? It had about five million dollars to spend, which, in ad money, is not a lot. 80s classic toys. And then, job number two: they work on public relations and marketing for the entire raisin industry. Losin' you would end my life you see. SW: Michael Brunsfeld was the commercial animation director at a company called Colossal Pictures, which had been contracted to do a mockup of the ad. But, that's not where this story ends. If you would like to know how you can use content on this page, see the Smithsonian's Terms of Use. 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. It's very successful in that sense. 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. 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. Eligibility determined at checkout. They starred in two claymation TV shorts, and a Christmas special that won an Emmy! It had sold more than 500,000 copies. 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. MM: You know, when you pick up a box of raisins on the shelf, there's many families behind it, there's a story behind it, but just like families are, you fight like family, they see the best and worst of each other, but it all, as a family we have to work together if we want to get anything done, if we really want to move the industry forward in a positive direction. And they should pretty much be still once they do their heard it! And so he says, 'Ok fine. You know how families can be about money. 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. Thanks to everyone who left us voicemails and shared their memories of the California Raisins in our Facebook group. 2023 Minute Media - All Rights Reserved. And that might be part of why some raisin packers felt like this all boiled down to: "it's us versus Sunmaid.". SW: Let me explain. I heard it through the grapevine. Or 'if it's bad for Sunmaid, it's gotta be good for them. SW: The ad was a hit. SW: This is Seth Werner. Price: 16.01. Play with guitar, piano, ukulele, or any instrument you choose. CEO of the wine bargaining association for five years. CH: So where did this journey for you begin? This commercial has witimaginationand it was good enough that I went and bought a box of Californian grown raisins.'. 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. The community that created them, and the questions they left in their wake. HARRY OVERLY: I know for a fact that there is animosity that still exists within the industry of what happened back then. See terms. He's now on his second round of leading the Raisin Bargaining Association. Oh! Needless to say, their band history borrowed heavily from the types of origin stories real bands tended to have. 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. It wasn't at The Fillmore in San Francisco or the Troubadour in LA. Will Vinton told Seth the hardest part was getting his nose right. I mean, you can imagine that! But back in 1994, almost ten years after the first dancing raisins ad aired, that good feeling was nowhere to be found. And call them nature's candy. And I told him, all of this sounds absolutely exhausting: KB: I'm still here! SPEAKER THREE: They sang we three kings with also these camels that were all claymation. Almost all the growers in the room were against it. It's a pop song reimagined as a nervous breakdown. 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". Sheet Music It seems like everyone in Motown heard about this song "through the grapevine" before it was finally recorded. (laughs). SW: The winning concept was a raisin with big eyes, a defined nose, and a wide mouthperfect for lip syncing. SW: But you know who was on that shelf? onefunplace. He wasn't worried about making the most of this one shot and impressing his boss. Lived here my whole life. Raisin farmers rely on good weather and conditions to grow their product. He watched the original commercial spin off into more and more distant territory. The California Dancing Raisins ad has been called one of the best of all time. The ad was fun, but, to quote The Fruits of Their Labors again, it "made no effort to sell raisins. 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. AD SEVEN: I heard it through the grapevine! If you saw a commercial you liked, you couldn't look it up on YouTube and send a link to a friend. African American History Curatorial Collective. Paul McCartney requested his own copy on VHS. 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. I was in the room when it got killed! SPEAKER NINE: Definitely didn't make me any more of a fan of raisins. PDF No, not really. But there was enough leadership to sway the ones that weren't smart enough to realize what a good program it was. It would go on to produce the Dancing Raisins ad. If you would like to know how we handle complaints, please click, . SW: So a couple of months ago, I read this New York Times article that sort of started it all for me. His crime: growing raisins and then deciding to sell . 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. Ended: 27 Feb, 2023 23:10:08 GMT. We may receive commission if your application for credit is successful, the commission does not affect the amount you will pay under your agreement. RAISINS CHRISTMAS: Rudolph the red-nosed reindeer It's those sensational California Raisins in the Emmy-winning Claymation Christmas celebration, next! 30 of those and you have a second of the commercial. 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. 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. SPEAKER TWELVE: And it was all claymation, and they'd sing Christmas carols and stuff there were I think other characters and things in it as well. 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. A board member said, 'Seth, can you do it again?' This was not a formula. SW: All of those different factors combined add up to the final, and most important challenge for the raisin industry. Hey. 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 California Raisins II. SW: CALRAB came up with and promoted new recipes that used raisins, it went to bakery conventions, it pitched raisin stories to food magazines and newspapers. WERNER: Well, you know, we were at this point, we were like what else is new. You're over. WERNER: We want sunglasses on them, I want to put them in Converse sneakers, but untie the laces, and they gotta look hip, basically. I will only talk to you, Will.'. Can you just give me an assignment? For the last 10 years, he's violated the law and gone against the Raisin Administrative Committee. We're not prunes or dates SW: And the raisins weren't close to being done yet. Some people were saying they weren't getting a big enough slice of the Dancing Raisins pie. I don't care how small or whatever, but something that's not part of what you're doing.'. MATTHEW MALCOLM: I mean you can't just leave any field barren here, because something's gonna grow. 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. That's what happened. Like the Archies before them, the imaginary band was a hit. Now, the story of a man many call an outlaw. The California Raisins Original Commercial click to see! CH: A raisin by any other name would be a dried grape. https://www.lyrics.com/lyric/34693/The+California+Raisins/I+Heard+It+Through+the+Grapevine. Of course, that 's not even advertising your product, everything winning concept was a hit ``. What else is new 're doing. ' [ 11 ] just leave field! They would say `` Sunmaid. `` Seth has a whole scrapbook of these california raisins heard it through the grapevine raisins SHOW: might!: 22-24 Boulevard Royal L-2449, Luxembourg ) the Emmy-winning claymation Christmas celebration, next the `` ''... 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