Logorama©

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.

Logorama is a simple satire but one that does well to capitulate almost a century of corporate culture. It's brought to life by segments of colorfully animated rotor-style 3D animation which punctuates the style of logos with cell-shading. The film's lack of a coherent story is in itself a nod to brainless blockbuster entertainment as it is filled with a number of over-the-top action movie nuances. In light of this, the short has some entertainment in the form of crude comedy and action, but this is all some-what diluted by the shear intended chaos of the film.

In the end, the film did a decent job of pointing a not-so subtle finger at the potential of social decline due to an inundation of consumer culture that feeds on the one thing it promotes.

'Logorama' is an Oscar-winning short comedy that cleverly satirizes extreme corporate-and-consumerism by creating a universe built upon various logos and products and inserting within this universe a largely parodic action-movie-plot. It all leads to disaster and catastrophe and has a largely cynical smile on its lips throughout, sarcastically shoving in the viewer's face dozens upon dozens of consumerist products and logos that are inserted into the film in all sorts of clever little ways. Technically, it isn't perfect (the voice acting is mostly at least okay, but for some reason its recording doesn't exactly always fit the environment of the film, it definitely sounds like it was recorded separately, which a lot of animated films are able to disguise, if any of what I just said makes any sense), but the animation very well fits the story, style, and concept, and the writing is witty and hilarious. It's so entertaining the flaws are almost completely overshadowed and what lies before us is a superb satirical comedy that only runs at around 17 minutes.

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

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.