Logorama

In a city made completely of corporate logos and branding, two cops shoot the breeze until they spot a fugitive from justice and give chase leading to a cataclysmic conclusion.

Whether or not it is intended as a commentary on the nature of American "culture" (and I think it is), this is a remarkably well made short film that mixes clever ideas with a real understanding of the genre that they are using as a vehicle to their satire. To deal with the surface first – this film is very clever in the way it utilises brands and logos in every aspect of the world it creates. Not all of them will be recognisable but the design of them will make them unmistakable as brands even if the names escape you. It is startling how many you will recognise and, while some have complained that the film is little more than a game of "spot the brand", I did think that the high hit-rate was perhaps part of the point and it was a point well made.

If the film was only a cleverly use series of logos then perhaps this may have been a valid point, but the short goes onto to spoof American movies and culture by delivering all this in the middle of a high-octane crime thriller where everything goes up to 11 and, if it can be destroyed in glorious Technicolor, then it is. It gets this spot on and shows a real understanding of the genre. OK the Tarantino-esque chat is a little obvious but past this the direction and framing of the shots and "camera" movements could all be taken straight out of many blockbuster action movies – movies perhaps that are accused of product-placement with their cars, watches, drinks etc etc. In this way the film actually engages beyond "spot the logo" and "isn't America morally bankrupt?" because it delivers an exciting action short with plenty of movement and style.

I really was surprised by how enjoyable it was. I would have liked it to have had a bit more teeth in regards the satirical aspect to it but this part still did just about work for me. Beyond it though I can understand why some did see it as all style and logos because the logos are used really well and the style is genre-perfect. A very clever short film that deserves credit for not wallowing in the smartness of its idea or for being snide or acerbic in its commentary.

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

I honestly felt the Wallace and Gromit short would win, although I felt Logorama hit a lot of social buttons for me. A touch of Tarantino and the visual dreck of our Corporate world turned on its ear. It was base, and crude, and oh so American. This is a wonderful poke at the 'freedom fries' period of consumption in this glorious nation of visual icons constantly being force fed to anyone living in consumer society. Brilliant color,fast pacing,clever to the nth degree. Leave it to French artists to hold the mirror up for all of us to see. Some will not want to watch, and if they do may not get it. Not being trained in the cyber style of animation, I was very impressed with the short. Kinematograph was deserving of more than just a mention, but with 32 entries I can't imagine having to select from the field. Runaway was a lovely poke at society as well. If the animated shorts are available to you, run-don't walk - and experience all of them. 'I'm lovin' it' means much more for me now.

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.