Adaptations can pop up anywhere. They’re popular. Studios love them because of the low risk involved. Audiences love them from familiarity. For all the complaints that there’s too many adaptations, the problem isn’t quantity but quality. No one complains about well done adaptations, just the sheer volume, yet adaptations have been ruling the box office since the box office began.
Adaptations can occur in two ways. First, there is the planned adaptation. Movies, TV series, and even Broadway musicals take time to create and produce, giving lead time for advertising the works. The other way is the surprise adaptation – a TV series with a seasonal take on A Christmas Carol, allusions to Shakespeare, recreating The Maltese Falcon, or even destroying Earth for a hyperspace bypass lane. These are seldom announced more than a week in advance in a TV series, and comes as a surprise for the audience. The surprise is greater when the adapting work is a car ad.
Let’s jump back a bit. Some time back, Lost in Translation analyzed the Dungeons & Dragons cartoon from the 80s. Six youngsters – Hank, Sheila and her younger brother Bobby, Diana, Eric, and Albert aka Presto – go on a D&D-theme roller coaster ride at a fair and wide up transported into a magical realm where they must battle against Venger, the Force of Evil, and Tiamat, Queen of the Evil Chromatic Dragons. Over three seasons and twenty-seven episodes, the heroes battled evil while trying to find a way home. The series ended without resolution, the kids still trapped in the magical realm.
Recently, Renault Brazil released an ad that resolved that cliffhanger after 34 years. Have a look.
The car ad is a live action adaptation of the /D&D/ cartoon. The characters are recognizable, not just from magical items and costumes, but their look. The ad has all the main characters, the kids, Uni, Venger, Tiamat, and Dungeon Master. Even the setting reflects the look of the realm in the cartoon.
With older works, especially ones originally aimed at children, there’s the temptation to use the “wink-and-a-nod” approach, treating the original as a source or even the butt of jokes. Land of the Lost, the 2009 movie starring Will Farrell, is a prime example. The ad makers, though, treated the source seriously. The ad comes across as the climax of the two-part series finale, complete with sequel hook for the inevitable movie. All of the kids get a chance to show their abilities. Better, they got home. A car ad provides closure for a thirty-four year old story.
What did the ad’s makers get right? The cast is recognizable. The first shot is of Hank, which may trigger a sense of recognition of the older fans of the original series. When he pulls back on his magical bow and takes aime at Tiamat, there’s no mistaking what’s going on. Next, production values. CGI has come a long way since the 2000 Dungeons & Dragons movie. Tiamat has a presence on screen, and her five heads are accurate to the chromatic dragons of D&D. Uni has a cartoon quality, but does look like she did in the series. The costumes, combined with casting, mean that everyone is recognizable. The characters are live action version of their animated originals.
The only real problem the ad has is brevity. Its length works in its favour; the cost of a 1:45 ad, even with the special effects needed, isn’t going to empty a bank account. At the same time, though, it does leave fans wanting more. The ad is just a snippet of the long-awaited series finale, with a sequel hook. Some advertising campaigns have led to a series of ads, though very few have had an ongoing storyline. The best known series of ads with a story was for Taster’s Choice coffee, featuring Anthony Stewart Head and Sharon Maughan as their characters’ romance bloomed over twelve installments. So a revival of the D&D cartoon as live action car ads is a very slim possibility. As it stands, though, the ad is enough to reignite the fandom.