Logorama

LOGORAMA brings to life a world built out of familiar logos. Hundreds of logos and mascots are used, and they include examples from software companies, shopping centers, restaurants, sports teams, movies, and any number of other products, agencies, and corporations. It's a lot of fun watching all of these familiar logos used so creatively. They fill the screen and zip by without calling attention to themselves. Watching LOGORAMA is like a game of "How Many Logos Can You Name?" To fully appreciate this animated short, one needs to freeze-frame each part and check out all the details.

I cannot imagine how much work it must have been filling this virtual city with all of those brands. Each logo fits in in some logical way. Boxy logos, for example, are often used as buildings, while pedestrians are made from the yellow AOL Instant Messenger guy or the Bic pen guy. Cops are Michelin men. The zoo includes the MGM lion and the Linux penguin. Hundreds and hundreds of everyday logos are used and they are used so cleverly that it nearly boggles the mind. As new logos reveal themselves, the viewer is awestruck. "Aw, man! No way!"

It's that cool.

The plot is secondary, but includes chase scenes, gunfire, and natural disasters. It's action-packed. The dialogue is laced with profanity and the cartoon has a mature (PG-13?) edge.

LOGORAMA doesn't seem to have any deep symbolic meaning. It's just a fun way to kind of comment on how many different corporate logos people are familiar with nowadays. Our everyday lives are flooded with these images on TV, in newspaper ads, on the street, etc. This film takes these well-known images and has fun with them.

I think it's great fun to see all of the familiar logos and images, but the profanity seems a little unnecessary and off-putting and the low-budget voice cast could be better. (Just my opinion.) Still the visual experience is well worth it and the details in this short warrant repeat viewings and freeze-frame inspection.

How many logos can YOU name?

François Alaux, Hervé de Crécy and Ludovic Houplain apply an extensive use of symbolism in their short film Logorama (2009) to explore the realist idea of mass consumerism in a negative light. The characters, their surroundings, and every last object in the film are all anthropomorphised and become an embodiment of the persistent and unrelenting commercials we see in our everyday life. Far from being simply a chaotic incorporation of advertisements, Logorama is a witty and hyperbolic social commentary on the ubiquity of advertising and its energetic show of entrepreneurial images and metaphors make it a superb work of realism. By launching a barrage of countless brand logos at the viewer, Logorama makes us take notice of our solely consumerist generation. The choice of logos was decided by several different aspects. The heroes of the short, several Bibendi (or the Michelin Men), were chosen because of their perception as tough and being able to withstand hazards, it was also owing to their rotund appearance acting as a caricature of American policemen due to the long held notion of them being overweight. Ronald McDonald was chosen to be the villain because of the perception of clowns being fear-provoking; this is also an instance of major influencing the minor, as the Joker from Batman was part of the inspiration for this choice. One can easily see the contrasting characteristics of each company being incorporated into their characters; the Michelin Men who help with road hazards and ensure you make it on your way are shown in a better light than Ronald McDonald, the mascot for a company whose unhealthy and fatty food cause heart disease. Furthermore, by subverting the usual wholesome image of Ronald McDonald, the creators are emphasising the evils of commercialising and brand overuse. The menacingly ominous appearance of him at the end of the credits, after the viewer has seen him supposedly die, accentuates the idea of no escape from major companies and their icons; the indestructible symbols of the manufacturing supremacy; a very realist idea. Other, more trivial, characters were chosen for their graphic outward appearance such as Julius Pringles, the mascot for the Pringles potato snacks, being all the van drivers in the film as people associate them with moustaches. Mr Clean is portrayed as a flamboyantly camp stereotype, attributable to his appearance; the earring, the tight trousers, the muscular arms shown bulging through his tight white top and his shaved head. Other icons chosen include the Big Boy and Haribo mascots which do not fit the identity that their company and the general public have given them and have a completely different nature than the one they are associated with shown through their filthy language and misbehaviour. This is echoed in several of the other icons and works because of the viewers' knowledge of the companies they are known for, for instance the Esso girl smoking. By pitting corporations against one another, Logorama demonstrates how they are fighting off the competition; this is shown when Ronald McDonald destroys the Pizza Hut restaurant and when he is shown killing other logos such as Mr. Peanut or the Michelin man in a Maurice Binder barrel homage shot. This symbolism portrays a very real situation; this depiction of what these companies iconic logos will do to survive shows the desperate or harsh lengths the companies will go to in order to stay on top and bankrupt one another. By bouncing the companies off each other Logorama also shows the predicament of the onslaught of consumer culture feeding off one another and itself; an instance being when Ronald McDonald is flung from his Grease 2 bicycle when driving into a Weightwatchers sign. A company like Weightwatchers would have less demand without fast food restaurants like the one Ronald stands for. Next, the pace of the film is very rushed, with each key event taking seconds to happen, this can be seen to symbolise the speed of our everyday lives, the speed of commercial breaks on television, and the speed with which companies bring out new products and advertisements.

This Oscar nominated short animation is about an American city composed of logos, that gets destroyed in a chaos of man-made and natural disasters.

"Logorama" may be viewed as innovative and entertaining as it incorporates so many brands and logos in the film. it may help to connect with the viewers as people and backgrounds are already familiar. However, I argue that "Logorama" could be a vehicle marketing, serving to advertise hundreds of brands in a space of 16 minutes. Most of the logos are on the screen for no apparent reason, and adds no storyline or depth to the plot. The logos are there just for the sake of being there. The inundation of unsubtle product placement and in your face advertising makes me wonder whether artistic merits are still prevalent in the short. I am hesitant to praise this short in a positive manner.

It's no mean feat incorporating all those different logos, essentially laborious fruits of graphic design artists, giving those creations their proverbial 15 minutes by creating this hodgepodge that pays homage to the Hollywood staple of action-adventure romp, cop-buddy movies, and most of all, those disaster flicks that depicts a series of misfortunes that hit a fictionalized version of Tinseltown all happening in a span of a day with a pair of bungling Michelin mascots seen covering their police beat.

Though this 2D animation can be considered rough on the edges, it befits the aesthetic conceit of making it look like a collage awash with pop culture images with a soundtrack and musical score that succinctly captures the broad array of moods explored throughout. It is a severely violent animated catastro-vaganza that's never short on both visual and ironic humor.

All flash, not much substance; a sort of an inbred love-child of pop and postmodernist art. This 16-minute-plus film addresses the disdain felts towards the by-products of American brand of capitalism, everything that can be considered as unhealthy, garish, flamboyant, and ostentatious, and who better tackle that than the French, the people who pride themselves as having introduced the cinematic medium to the world. And by using Los Angeles as the setting for the film, home of the most prominent cinema and television industry in the whole world and dumping all those global capitalist brands and appropriated corporate mascots such as the ubiquitous McDonald's clown embodying the angst of somebody who feels more and more estranged by the fast pace of the ever-expanding universe he's in, it accomplishes in becoming a sheer escapist fantasy that's ridicules something, but it's certain that no one can ever feel slighted by such a gesture.

My rating: A-flat.

I am not a brand conscious person; for me, as long as the beverage tastes yummy, I don't care if Subway has made it or McDonalds. But for most people, brands do matter. A friend of mine won't wear shoes unless they are Reebok's or Nike's. My father bought an Apple I- Pad and an I-Touch for the family. I myself, though not too fastidious about brands, prefer buying Playstations rather X-box or Wii. For the corporate sectors, having a brand-name gives them an edge over others. In India, after all these years, Parle G remains extremely reasonable and popular among biscuits because of the homely brand name. I love 'Dark Fantasy' biscuits over 'Hide N' Seek' ones, but the latter is more recognized in the market. Horlicks noodles are tastier than Maggi noodles, I feel but my sister refuses to touch anything but Maggi. In short, Brand is Grand.

On the first viewing, many would be disoriented by the hype that Logorama has received. Even I was bemused, since the short is profane, violent, dispassionate and also a bit sexist. Pringles Hot and Sweet taps the Esso lady's butt and also passes crude remarks in the beginning. Ronald is a completely berserk Joker meets Alex from Clockwork Orange. Mr. Clean has been reduced to an effeminate zoo-keeper, while the famed Leo the Lion has been reduced to a big p***y. But I made a mistake of watching this right after reviewing Geri's Game, a luminous Pixar effort. Now you get why I was not crazy for this the first time. But watching it again today, I got an entirely different perception of the movie. Logorama was not made to sermonize, it was created to entertain and acknowledge the supremacy and influence of brands over modern man.

USA is probably more loaded with brands considering the market economy that it has adopted. The film is over-loaded with brands, with brand names on animals, apples, birds, buildings, cars, CDs, earthquake cracks, guns, hats, human beings, hoardings, motorbikes, roads, signage, tiles, tables, walkie-talkies, windows and even Orange juice! The principal characters include two puffy, fast-food loving officers, a nefarious Ronald McDonald, an Esso waitress and two bratty kids. The officers are to apprehend Ronald McDonald, who is an inveterate criminal who causes collateral damage to the city.

The animation is well-defined, with special attention paid only to the characters and things that matter, just like an advertisement. Some would complain that the environment is shoddily done, but Logorama does not intend to be Pixar; its only intention is to satirize the modernized society. Ronald is the most clearly drawn character, with dark and menacing eyes and voice and a foul, impulsive behavior. The two snotty children are spoilt, impish and materialistic, mooning in front of the lion and using cuss words. Much like the children of today. When one of the guys lies on the grass with the lady after an adventure, I thought it would have been a good idea to hand him a hand-held console to show how indifferent and self-involved today's children are.

The two fat officers begin a random conversation about zoos, thus linking the two children with the story. One of the officers sounds like Morgan Freeman from Nurse Betty or Samuel Jackson from Pulp Fiction and the other like John Travolta from PF, except these are cops. When the second cop goes to buy a snack and look at all the available options, there's a 'Yum!' sign behind the cop as his mouth waters. There are various other innovative ad references, including the surprising Nickelodeon logo, the hard-to-notice Xbox logo and the wittily used Viao logo.

The plot itself is cheesy and reminiscent of a 80s exploitation film, with the vulgar tone, the inane lines, the potty humor and the objectification of women by Pringles men! But everything adds to the zaniness that this movie is. The mindless action and the deus ex machina both are great references to the current fad among many teenagers, who have no liking for meaningful films.

The music in the film has probably been inspired by Stanley Kubrick's Dr Strangelove and is very mild and intentionally paradoxical compared to the rest of the film. It may be a reference to those goody-goody ads and films showing how perfect everyone's life is.

Logorama is a cogent short effectively conveyed in its convenient sixteen minutes. Just one advice- do not go for this after watching a Pixar film, or you'll be shocked and offended! My rating: 8.5/10