Congratulations to Logorama, last night’s Oscar-winning animated short. Logorama is an animated film that takes place in a version of Los Angeles composed entirely of corporate logos. The buildings, vehicles, and even the characters in the short are all well-known logos, from the psychotic villain Ronald McDonald to the Michelin Men cops trying to put an end to his crime spree.
Logorama may be hilariously crude and violent, but many (including the Academy) are looking past the shock-value plot and applauding the visually stunning display of thousands of logos in a quick 15 minute period.
As far as what the film symbolizes, producer Nicholas Schmerkin had this to say: “The film is not about America. It’s about our modern western world. So it also applies to France and Buenos Aires, where I am from, so it’s not about Americans. It’s about the way we live and the way we react to these logos. The brain can register 14 logos in less than one second. Making the logos characters with sets and props is about what we’re living. I’m not talking about what the logos represent. They’re used for what they are.”
All I can do is hope for a sequel: Promorama. I can see it now – an army of custom walking winders doing battle against a legion of promotional rubber ducks armed with logo stress balls. A promo guy can dream, can’t he?