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Sunday, January 21, 2007

They're Coming to Get You, Barbara


One of the holy grails of special effects for a few years now has been the fully realistic all-digital animated human. Computer animated human characters have been passed off as real for fleeting shots, most often to replace stunt people, but nobody has ever given one any kind of serious acting to do. Yet people have been assuming it was just around the corner for years, with the general assumption being that someone would use digital technology to try to bring back a deceased star (existing gestures in this direction, like Marlon Brando in Superman Returns, have always used manipulated footage of the original actor).

The problem is the so called Uncanny Valley: the closer something that isn't human gets to a human appearance, the more unnerving the end result. If you want a sterling example, check out the zombie-like recreation of popcorn spruiker Orville Redenbacher below. Redenbacher was apparently well-known for his folksy popcorn pitching in the States, but has been dead for fifteen years. The company, however, decided to bring him back, and produced a new ad with a computer-generated Redenbacher courtesy of effects house Digital Domain (and directed by David Fincher, believe it or not). Even though it's just a TV spot, it looks pretty state-of-the-art: my hunch is Digital Domain subsidised the work on the ads as a research exercise. If you did the effects for a feature film, I don't think it would be much better. Yet recoil in horror at the creepy result (and trust me - it's worse at full definition).



The company has been flooded with so many complaints about both the tastefulness of the ad and its execution that it has had to come up with a form letter responding to those expressing their distaste:

Your communication concerning the new Orville Redenbacher TV ads was most welcome, and we appreciate your taking the time to contact us.

We understand that using breakthrough technology in this way can raise some eyebrows. However, we have taken the utmost care to replicate Orville's endearing personality and likeness. Our most important goal is to respect and advance the legacy of the brand's founder. The Retro ads which have recently aired received an extremely positive reception from consumers, and with the breakthroughs in technology, we are now able to introduce Orville to a whole new generation!

The Redenbacher family is excited for Orville's return to our advertising and marketing initiatives. Gary Redenbacher, who represents the Redenbacher family, has fully endorsed our direction and he is excited about ConAgra's efforts to advance his grandfather's legacy.

As we design future initiatives, your comments will be carefully considered. We appreciate the time you have taken to contact us and your interest in our products.

Sincerely,

ConAgra Foods Consumer Affairs


Even the guy in the ad (second shot) seems horrified. When Zombie-Orville, bobbing around Weekend At Bernies-style, says "...or my name isn't Orville Redenbacher," it makes me think of the old Warner Bros. cartoon follow-up. "... And it isn't."

I suspect the digital human is a little further off than we might have thought.


Posted by Stephen Rowley @ 21.1.07

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It was formerly referred to as "Rumours and Ruminations" but has been renamed to better represent the haphazard nature of what appears here.


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