The animation in television advertising experienced writers of all respect. First of all, in order of time, Osvaldo Cavandoli , which in 1949 began working as a leap Pagot with his brothers to the realization of the feature film "The Brothers Dynamite."
After completing the shooting of the film, had to leave the study of Cavandoli Pagot, who was momentarily out of work before taking the tendency of film advertising.
In 1951 he founded with his friend Osvaldo Cavandoli Umberto Gelsi, photographer, "Pupilandia" and, together with creating short films and small distribution (among the most popular "The trump cards" and "Pinocchio") with puppets animated as subjects, both short films commercials.
"There in the far west, 1955/57
Between 1965 and 1968 working with Cavandoli Marco Biassoni the realization of the character" Lancelot "for advertising Pavesini. Worked on the restoration of the character "Billy and Bull" by Nedo Zanotti . In the mid-sixties
born "Mr.Linea.
Cavandoli has long worked to stylize the character and idea in an interview here as he says the idea of \u200b\u200bthe Line:
"Sgomberai the table and mind from all that reminded me of the past and experience. Motivates me to find something that upset the theories of the "classic". I was not a good calligrapher, or set of characters drawn animation were not my forte! As everyone knows, the cartoon requires an average of about eight designs every twenty-four frames (= one second). I loved the action and movement and the fact of having to dwell for long on a sheet to tinker with flourishes and special to me blocked. I tightened the field of view (zommai as they say now) on the white paper and began to scribble: my hand holding the pencil was, of course, always in the field and, page after page, that little man was born from that formed a big nose one with the line that marked the foundation of his life.
And the hand and pencil were always on the move! Abbinai design and hand-drawn pencil, perhaps had already been done. I did not care! The character was devoid of the most important forms of expression. We do not care! I auditioned: the wire was broken? The pencil was a knot ... The line was missing? The hand intervened and completed, adding that maybe something that has given rise to new problems for the character.
was a contradiction in that period when the television screens advertising redundancy of beautiful scenery and full of rich characters enjoyable and well designed.
The test made the rounds of various large agency that fertile budget known brands. They shook their heads: "You're crazy, this stuff does not go." Finally, a customer who saw further and thought maybe more than I thought I saw and said, "OK!" The engineers
Emilio Lagostina, connoisseur and collector of art, believed in this new and revolutionary (at least then!) Form of advertising.
dovava My character does not speak, because the mime was his strong point. Then came, after several searches, the "voice", namely the incomprehensible phonemes Giancarlo Bonomi. A virtuoso of the vocal cords: the shrill little voice, fractious and grumpy, part of Lombardy, which has achieved considerable weight to the claim value, on the small screen and around the world, Mr.Linea. "(1)
look at some old works of Émile Cohl, the 'idea of \u200b\u200bthe line arguing with his own creator, who always meet problems and is also a loser in life is funny, clever and universal.
The first animation of Emile Cohl left debuted in August 1908 in Paris. His work is simple, line art and full of humor. In parallel Cavandoli after more than fifty years Mr.Linea reproduces the essential feature of being able to rely initially on a simple idea but universal and the sign of a strong communicative impact.
another character, created by Guido De Maria and Augusto Righi, appears on the scene of "Carousel" as "Captain Solomon" from 'Piedmontese accent Advertise Fabbri syrups. On the screenplays of these carousels have worked as artists Bonvi and Francesco Guccini.
"Captain Solomon" by Guido De Maria and Augusto Righi, 1965
In 1958, only twenty years old, a young Bruno Bozzetto participates in Cannes with the animated short "Taptum! The history of arms," \u200b\u200bproving very popular with the critics.
"Unca Dunca" (1960) and "Buc The Buccaneer" (1968) Bruno Bozzetto
Two years later he founded in Milan Bruno Bozzetto film and realized in contemporary films, some television commercials.
The first animated character created for that carousel are the "Adventures of Kuko" for the Innocents, 1960, and the following year, the Indian "Unca Dunca" for air conditioners and burners "Riello" broadcast from 1961 to 1968. Appeared in forty television episodes with music by Roger Whittaker until 1966 and later Franco Godi.
were later sent in 1963 for "Recoaro" the adventures of the trio "pilde, Poldo Mustache and Blue" "The Little Man Alpha for the 'Alfa Romeo" and the "Wizard Guglielmone" for "Perugina" always broadcast in 1964.
In 1960, Bruno Bozzetto, Mr. Rossi has starred in several short films and feature films
In 1965 comes to the movies "West and Soda", the first animated feature film after "The Rose of Bagdad" by Anton Gino Domeneghini and "The Dynamite Brothers" the brothers Pagot 1949.
then produce two more feature films: "Vip my brother superman "(1968) and" Allegro ma non troppo "(1976)
production Bozzetto short films, commercials for television and film, television and feature films was prolific abbreviations: Mr. Rossi was born in 1960 ( "An Oscar for Mr. Rossi" lasting 12 ", color); in 1965, after sixteen years since the last feature of the Italian Pagot Domeneghini and brought to the big screen the film" West and Soda "(85" , color) in collaboration with, among others, by artists such as Attilio Giovannini, Joseph Lagat and Guido Manuli . In 1968, Bozzetto produced another feature film "Vip my brother superman" and, "Carousel" will have luck characters created stessp years in ten episodes of "Knight mysterious" for the adventures of "Don Cossack" to Perugia and the adventures of "Buc the buccaneer" for washing machines Castor.
addition to the characters rather than cartoon or Disney-style, remained in the hearts of generations for their features funny and nice, "Carousel" was a real training ground for artists and writers: a lot of attention was paid in those years to the graphics and style, On the modernization of the art scene, the social landscape and thus the advertising gradually changed. Important
were advertisements for Pino Pascali made for this Lodolo study, those characteristics are also very Armando Testa.
Pino Pascali for Cirio uses mixed media on cardboard, 1964
technique of clay animation with Fusako Yusaki for Branca Menta
Between 1965 and 1966 calling on television "Caballero and Carmencita" to advertise the coffee Populist and the successful series of "Planet Papalla" produced until 1972. I have already mentioned the experience of Gamma Film for advertising Meat Montana that "Gringo" went on the air since 1966, leading to the small screen a realization innovative advertising animation produced in Italy. But in the same period there were not even the stylistic revolution of the Studio and Gardens' Japanese artist Fusako Yusaki : Home production Luciano Emmer, a great artist and writer, brought to completion the publicity of the insecticide "Raid" and other commercials such as the taste test "Zucchi" socks " Sissi ", the sign of a dynamic interplay of whites and blacks, often characterized by the integration of design and real actors, it must be to Fusako Yusaki instead of the hit series" Branca Menta "(of 1970) with the technique of" claymation "managing to incorporate a new style of modern art, with sensational games of the winning entry forms in clay art in advertising.
Notes:
1. "The best of 1957-1977 Carousel" by Guia Cross, "comes the line", pg. 128, Giulio Einaudi editore spa, Torino 2008
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