Ground-Breaking Orville Redenbacher’s Ads Launch During Monday’s Golden Globe Award Ceremonies

EDINA, Minn.--(BUSINESS WIRE)--Thanks to a history-making leap in innovative advertising, Orville Redenbacher’s image returns to television this coming Monday in new commercials that promote his deliciously light and fluffy gourmet popcorn. Orville, who died in 1995 at age 88, would have turned 100 years old this year, making this a centenary cause for remembering him.

“This project was the first to benefit from advanced technology developed by Digital Domain for an upcoming feature film, and while the challenge presented in recreating Orville Redenbacher was one of the most difficult things we’ve ever undertaken, most viewers will be surprised when they realize that Orville is computer-generated.”

The ads, scheduled to premier during the 64^th annual Golden Globe awards, employ computer-generated imaging that allows directors to create and use completely believable digitally created actors in live-action settings. While movie audiences may be familiar with animation of large crowds or stunts, such as the thousands of troops in “Flags of our Fathers,” or the character Gollum from “Lord of the Rings,” this new technology -- being used publicly for the first time -- advances current techniques tenfold to create an authentic digital human with detail, personality and close-up realism.

Monday night viewers will experience an authentic Orville Redenbacher that recalls recent vintage commercials of him that consumers especially enjoyed. But the computer-generated Orville will be set in a modern world of MP3 players and plasma screens. The brand is reintroducing Orville’s likeness to all-new television spots this year after a 15-year hiatus. In addition, the brand will be reintroducing Orville’s likeness to its packaging for the first time since 1998.

“This is an exciting time for us,” said Stan Jacot, vice president of Marketing for the company’s popcorn business. “The Orville Redenbacher’s brand is bringing back the face of popcorn by reintroducing Orville Redenbacher and what he stood for across our brand’s marketing touch points. Our goal is to help reestablish people’s passion for popcorn as only Orville could.”

ConAgra Foods decided to reintroduce Orville via breakthrough computer-generated technology after watching consumers respond so enthusiastically to the vintage ads featuring Orville that aired on both broadcast and online media formats this past year.

To recreate Orville’s likeness digitally, ConAgra Foods, its advertising agency Crispin, Porter + Bogusky, and the Hollywood special-effects wizards of Digital Domain (known for their legendary work on such films as “Titanic,” “The Day after Tomorrow,” “iRobot,” “Cinderella Man” and “Flags of our Fathers,” among others), spent months poring over old photographs and advertisements featuring Orville. The entire process took months and required many phases of execution under acclaimed director David Fincher (“Seven,” “Fight Club” and “Panic Room”). In the end, not only is Orville’s likeness recreated in near- flawless detail, but his honest and passionate delivery also comes through.

“Our work with the Orville Redenbacher team allowed us to stretch the boundaries of what can be done with computer-generated actors to create extremely realistic, digitized personalities that look real, even in close-ups,” said Ed Ulbrich, president of the commercial division of Digital Domain. “This project was the first to benefit from advanced technology developed by Digital Domain for an upcoming feature film, and while the challenge presented in recreating Orville Redenbacher was one of the most difficult things we’ve ever undertaken, most viewers will be surprised when they realize that Orville is computer-generated.”

“People just love seeing Orville,” continued Jacot. “Seeing his image instantly reminds people of his quest for the perfect popping corn. We feel those seeing him for the first time will embrace his return as well.”

Orville the man

Orville Redenbacher was an agricultural genius who dedicated his life and talent to the art and science of popcorn. With an unflinching curiosity and drive for perfection, he sought to grow the perfect popcorn. He spent more than 40 years developing a corn hybrid unlike any other, and after creating and testing more than 40,000 varieties, he produced kernels that popped up lighter and fluffier than the world had ever seen. Finally, Orville found a taste that met his strict standards.

What did that give America? A new standard for America’s favorite snack and an icon who inspired the country with his determination and passion to complete his mission. Today, the Orville Redenbacher’s brand continues to evolve with new varieties and flavors that consumers enjoy.

Orville Redenbacher’s microwave popcorn is made with premium popcorn that is 100 percent whole grain, with zero grams of trans fat per serving. The brand has developed and markets more than 70 items – from lighter to organic to sweet kettle corn.

”Grandpa would have loved these new ads,” said Gary Redenbacher, Orville Redenbacher’s grandson who appeared in several of the vintage Redenbacher’s ads. “He always loved promoting and talking about his popcorn; it was his passion. And these ads capture the passion, sincerity, pride and commitment grandpa brought to television viewers night after night.”

The brand’s innovative future

The Orville Redenbacher’s brand is confident Orville’s return will help bring people back to popcorn as their snack of choice. While the ads employ new technology, the promise to deliver the best popcorn has remained the same. The exciting new ads will set the stage for the brand’s innovation as it continues to reestablish consumers’ connection to popcorn.

About ConAgra Foods

ConAgra Foods, Inc. (NYSE:CAG), is one of North America's leading packaged food companies, serving grocery retailers, as well as restaurants and other foodservice establishments. Popular ConAgra Foods consumer brands include: Banquet, Chef Boyardee, Egg Beaters, Healthy Choice, Hebrew National, Hunt's, Marie Callender's, Orville Redenbacher's, PAM and many others. For more information, visit www.conagrafoods.com.

About Digital Domain

Founded in 1993, Digital Domain is an award-winning full-service digital studio and production company that creates special visual effects and other visual imagery for feature films, commercials and music videos. A pioneer in digital effects, Digital Domain’s business units have been recognized with awards from the top industry organizations. In its 13-year history, Digital Domain has won five Academy Awards^®: two for Best Visual Effects (“Titanic,” “What Dreams May Come”); and three for Scientific and Technical Achievement for its proprietary imaging software. The company has also been nominated for three other Academy Awards^® for Best Visual Effects (“Apollo 13,” “True Lies,” “I, Robot”).

Digital Domain’s Commercials division provides digital imagery and animation for television commercials, working with the top commercial directors. Serving Fortune 100 companies, the division has built a reputation as an innovator and industry leader in television commercial production and is the largest and most-awarded creator of digital imagery in its field. To date, it has been awarded 34 Clio Awards, 22 AICP awards, eight Cannes Lion Awards and numerous other advertising honors. For more information about Digital Domain, please see www.digitaldomain.com.