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1987 Hawaiian Punch Commercial with Music by Mark Mothersbaugh (DEVO)
Imagine if I told you that a DEVO Hawaiian Punch commercial actually exists. And well, it sort of does – not the entire DEVO crew, but certainly the creative genius behind DEVO, Mark Mothersbaugh himself. Buckle up as we journey back to 1987 for this one-of-a-kind, computer-animated Hawaiian Punch commercial, stretching out to a rare 90 seconds – a true gem.
This striking animation was brought to life by none other than visual graphics legend, Robert Abel. Here's the twist: this ad was produced during a time of big changes. Abel & Associates had merged with Omnibus Computer Graphics, and although the visuals onscreen were a sight to behold, the business side of things didn't quite align, leading to their closure that very year.
The musical score for the commercial is the brainchild of Mark Mothersbaugh, the creative force behind DEVO. As you watch, you'll be taken on a surreal journey through an animation that's at once unusual, computer-generated, and utterly delightful. It boasts an odd mechanical dissonance, coupled with a controlled chaos that perfectly encapsulates the essence of DEVO. And I don't just mean their music – it's also a nod to their trademark subversive visuals. In a clever twist, Mothersbaugh later admitted to embedding a subliminal message into the ad: "Sugar is bad for you."
I've got to confess, I'm a big fan of Hawaiian Punch, particularly the commercials featuring their spunky mascot, Punchy. His rebellious attitude resonated with my younger self. However, this DEVO Hawaiian Punch ad gives Punchy a serious run for his money. Unfortunately, we weren't blessed with more advertising like this. As the curtain fell on eighties advertising, I'd dare say that this DEVO Hawaiian Punch commercial marked a high point for the decade's Hawaiian Punch ads.
This commercial is a time capsule, a snapshot of late-eighties flair that also bears a resemblance to the rhythmic and percussive artistry of "Stomp". Who knows, perhaps DEVO and Hawaiian Punch played muse to each other in this unforgettable piece of advertising history?