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Renegade Animates Two New Rice Krispies Spots

Snap!, Crackle! and Pop! are first characters associated with Kellogg?s By DMN Staff Writer
Renegade Animation has produced animation for two new Kelloggs Rice Krispies commercials featuring an older but not necessarily wiser versions of Snap, Crackle and Pop, the breakfast cereals trio of gnome icons.

The two 30-second spots, conceived by Chicago agency Leo Burnett and promoting four varieties of Rice Krispies cereal, blend live action and cel animation. "Billboard," introducing Crunchin Rice Krispies, finds Snap, Crackle and Pop inspecting a road sign advertising the new product. When a highway patrol officer stops to question them, they manage to avoid arrest, but still end up in a fix when the crunch of the cereal jolts loose a ladder attached to the billboard and they are left stranded.

The second spot, "Photo Shootł" has the trio posing for pictures to adorn the boxes of three different varieties of Rice Krispies. Unfortunately, the job doesnt go too well?the boys cant stop eating the cereal?driving the British photographer round the twist. Darrell Van Citters directed the animation for Renegade Animation.

Snap!, Crackle! and Pop!, the first and longest lasting characters associated with Kelloggs, appear in a new form in the two commercials. Their squeaky voices have deepened and their faces have become a bit longer and leaner?theyve hit their late teens. ?We have made them a little more contemporary, given them an attitude that resonates with todays kids, said Renegade Animation executive producer Ashley Postlewaite.

The character Snap! first appeared on a Rice Krispies box in 1933 and was joined by his mates a few years later. At first the gnomes looked like tiny old men, but were restyled as mischievous boys in the 60s. Since then, the characters have changed relatively little. Even in the two new spots, the characters retain their established character traits: Snap!, the good natured leader; Crackle!, the know-it-all; and Pop!, the clumsy comic. In "Billboard," for example, its Pop! who gets carried away and causes the ladder to fall.

Animation technique has come along way since Snap!, Crackle! and Pop! became the first animated characters to appear in a cereal commercial, and the new spots take advantage of the latest electronic techniques to accomplish perfect integration of the cel animation with the live action backgrounds.

?The characters werent designed to fit into live action environments because they were created long before those techniques were invented, explained Postlewaite. ?For us, then, it was a challenge to add highlights and tones to make the blend work without changing the look of the characters.

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Commercial Credits

Title: Billboard, Photo Shoot
Length: 30-seconds
Client: Kelloggs Rice Krispies
Agency: Leo Burnett, Chicago. Gary Doyle, creative director/copywriter; Tom Gorton, associate creative director; Michael Carbeille, art director; Ken Gilberg, producer.
Production Company: Visitor, Hollywood. James Wahlberg, director; Lisa Hollingshead, executive producer
Location: Billboard: Lancaster, CA,
Stage: Photo Shoot:
Editing Company: Cutters, Chicago. Chris Claeys, editor.
Visual EFX Company: Rhythm & Hues, Santa Monica, CA. Stephanie Taylor, producer.

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Related Keywords:animation, Renegade, Rice Krispies, commercials


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