Commercial/Generation 1

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Generation 1's stylized and somewhat dated commercials played a huge part in propelling the Transformers brand to household name status (after all, they reached audiences who weren't actively looking for robots). As the theme song played over many of them, they are also responsible for the jingle's status as a mid-80s icon.

Generation 1 commercials would commonly start with a short sequence of original cel animation, then cut to two or more boys in the 7 to 10-year-old range playing with the toys. Victor Caroli and another narrator (here referred to as "The Other Guy") provided voice-overs to describe just how exciting the incredible new toys were. New voice acting from the cartoon cast became incorporated into the animation featured in the commercials in 1985, and across 1986-87, the narration was partially replaced with various show characters narrating the adverts "in-universe" (Optimus Prime and Megatron in 1986, Ultra Magnus, Rodimus Prime, and Galvatron in 1987), but Caroli and The Other Guy were usually there at the end to affirm that the toys were "each sold separately", and Caroli returning to more full-length narration from 1988 onwards. Background music would feature the show's theme song, but often with new lyrics about the toys in question. The lyrics had to stretch to fit the cadence of the song; sometimes they were jammed into a different melody altogether. Later background music would be completely new creations that still retained the feel of the show themes. Most of the early commercials had an animated segment at the end with Hasbro's logo being "hammered" by animated human hands onto the screen, often having Caroli saying "The Transformers. From Hasbro.".

The animated segments often featured high-quality art and animation. Some of the 1986 and 1987 animation was combined into a title sequence for "The Rebirth", the final three-part episode of the Generation 1 cartoon (they contrasted painfully with the lower-quality segments produced by AKOM.) The short length of television commercials meant the animated sections were fast-paced, with characters speaking their lines very rapidly; within the context of the fictional world they portray, this could lead to some hilarious results, such as Jazz taking about 1/4th of a second to decide to become an Action Master. The animated segments would sometimes feature the voice actors from the cartoon; however, some such as Blaster had not been assigned a voice actor yet. Later segments required soundalikes for characters whose voice actors had died (Jazz) or were unavailable (Megatron). These spots were the only American animation produced for dozens of characters from the toyline's later years, and in a few cases, remain their only fictional appearance ever.

Toy segments would typically consist of jump cut filled sequences of the kids transforming the figures, followed by a big group battle. The transformation steps would be accompanied by loud clicking noises to emphasize the parts shifting into place. The kids would be shown playing with the figures in a variety of dioramas over the course of the line. From 1984 to 1986, the dioramas were rocky desert areas to reflect the areas of Earth that most of the cartoon and some of the comic took place in. As both the comic series and cartoon moved away from stories on Earth into being more of a space opera, the dioramas after 1987 reflected more alien looking worlds with bizarre terrain and sky colors.

Perhaps the most memorable aspect of the commercials featured one of the young actors staring very seriously into the camera, mouthing "Robots in disguise!" as his eyes glowed and/or his face transformed into that of a robot (based on Galvatron or Ultra Magnus.) Variants on the "kidmation" clip continued throughout Generation 1, most of these provided by Charlex in their visually distinct style. The AllSpark Almanac dubbed this process "reverse-pretender technology."

Some of these commercials, along with some Takara Transformers ads, are available on the Sony DVD release of The Transformers: The Movie. Because of legal issues, the young actors' faces have now been blurred. A greater number of the commercials (of varying quality) were also available on the earlier Madman Entertainment release of The Transformers: The Movie in Australia, and their final collection of the Generation 1 cartoon complete with unblurred children. Shout! Factory's "Matrix of Leadership" complete series collection of the Generation 1 cartoon, as well as some of their individual season sets, contains several Generation 1 commercials and the ad for Generation 2 Optimus Prime. Like Sony, the ads on the Shout! Factory set have blurred faces. The first season set's "Triple Changer: The Origins of the Transformers" featurette contains clips of the commercial for the The Transformers #1 comic.

1984

First year toy commercials were structured a bit differently from what would become the norm for The Transformers. With the exception of the re-worked Optimus Prime ad, they all started with stop motion animation of the featured toys with streaking effects added. This would then be followed by animation featuring early character models, some of which would be revised for the cartoon itself, most notably Megatron. The commercials were evidently produced before names for the toys had been finalized; no characters are ever referred to by name, and only Optimus Prime, Megatron, and Soundwave are specifically identified, being referred to as "the Autobot Commander," "the Decepticon leader," and "the Decepticon Communicator" respectively. The animation would be followed by jump cut sequences of the toys being transformed, a Kidmation clip and finally a scene showing four kids battling with the toys. The toy footage was filmed on a set that consisted of large mounds of red dirt in front of the porch of a house, with a dusky sky backdrop behind it. The sky, the color of the dirt and the architectural style of the house would seem to place it in the southwestern United States, no doubt related to that being the type of environment the Ark was frequently depicted as having crashed into. Closeups of the toys tended to be filmed from lower angles/positions in order to use the dirt mounds as backdrops.

Comic

• The Transformers #1 30 sec

Production code: MP 1058, spot 177

Animation: Fast pan-ins take us from Cybertron to Earth, with a Decepticon ship attacking the Ark and forcing it to crash on Earth. The three Seekers fly in, transform and attack a power plant. Three cars drive out to meet them, transforming into Prowl, Jazz, and Sideswipe. Megatron joins the counter-attack, prompting the Autobots to take off into the sky. Optimus Prime arrives out of an explosion cloud, transforming and firing. An image of the first issue cross-fades into view.

Narration: Victor Caroli.

Notes: Almost every element is an early production model. Starscream and Thundercracker have strangely colored faces; Megatron is in his pre-animation black helmeted design; the Ark is a green-colored model with X-shaped wings; and the Decepticon ship resembles a flying aircraft carrier. In addition, the cover shown at the end differs greatly from the final one, notably with a more on-model Optimus Prime. This ad is, to date, the first known piece of Transformers television advertising. One recording shows that it aired at least as early as April 21st of 1984.^[1]

It is a world transformed, where things are not what they seem. It is the world of the Transformers. {The Transformers! More than meets the eye! Autobots wage their battle to destroy the evil forces of the Decepticons. The Transformers! Robots in disguise. The Transformers! More than meets the eye.} The Transformers from Marvel Comics.

Toys

• Optimus Prime and Megatron 30 sec

Animation: Prowl, Sideswipe and Jazz transform to robot mode and launch into the air, flying past a cliff face. Optimus Prime rolls up to the edge of the cliff in vehicle mode then transforms to robot mode and jumps off. Megatron descends out of the glare of the sun, and opens fire.

Narration: "The Transformers, from Hasbro", by The Other Guy.

Kidmation: Buck-toothed kid mouths robotic "Robots in disguise!"

Toy segment: Some very early 80s streaking effects as Optimus Prime is shown driving past a plateau and transforming with Starscream flying overhead. Toy segment proper starts with a jumpcut sequence of a buck-toothed kid transforming Optimus Prime before doing his Kidmation bit. Three other kids holding Starscream, Thundercracker and Skywarp watch as the buck-toothed kid, holding Optimus Prime, rises up from behind a dirt mound situated between the three of them. More early 80's streaking effects as we see Megatron instantly transform on top of a plateau.

{The Transformers! More than meets the eye! Autobots wage their battle to destroy the evil forces of the Decepticons. The Transformers! More than meets the eye. The Transformers! Robots in disguise.} "Attack the Autobot Commander!" "Call in the Decepticon leader!" {The Transformers! More than meets the eye.} The Transformers. From Hasbro.

• Autobot Cars and Decepticon Planes 30 sec

Animation: In the desert, the Seekers strafe Prowl, Sideswipe and Jazz, who transform and fire back; the three jets transform, land, and grapple with the Autobots, while three more Seekers fly past in robot mode.

Narration: "The Transformers, from Hasbro", by The Other Guy.

Kidmation: Bowl haircut kid mouths robotic "Robots in disguise!"

Toy segment: More streaking effects as the toys are shown instantly changing from vehicle to robot. At the beginning, Starscream transforming and landing on a plateau. At the end of the ad, Jazz and Sideswipe drive along a curving and descending road before transforming, the same road Optimus is seen driving past in the previous ad. Toy segment proper starts with a jumpcut sequence of...something. It's probably intended to be his transformation to plane mode, but the last step shows his wings being positioned for robot mode. Anyhoo, this is followed by Starscream and Thundercracker being flown side by side and a jumpcut sequence of Sideswipe being transformed to robot mode. Following the Kidmation we have a four kid battle scene with two of them swooping the two Seekers down as the other two holding Sideswipe and Jazz turn their figures to face the attack.

Notes: The Starscream stop motion segment can arguably be interpreted as what happened after he flew out of frame in the Optimus Prime and Megatron ad.

{The Transformers! More than meets the eye! Autobots wage their battle to destroy the evil forces of the Decepticons. The Transformers! More than meets the eye. The Transformers! Robots in disguise.} "We're under attack!" "Get more Autobots!" {The Transformers! More than meets the eye.} The Transformers. From Hasbro.

• Soundwave 30 sec

Animation: Prowl, Jazz, and Sideswipe transform, as well as a light blue Soundwave, who fires twice, opens his cassette door, and tosses out Laserbeak, who transforms and fires upon the three Autobots, who fire back.

Narration: The Other Guy.

Kidmation: Bowl haircut kid #2 mouths robotic "Robots in disguise!"

Toy segment: Streaking effects as Buzzsaw drops into Soundwave's tape compartment. This triggers Soundwave to instantly transform to robot mode and then Buzzsaw flies out of his chest in bird mode. The toy segment proper starts with a jumpcut transformation of Soundwave, removal of Buzzsaw from his chest compartment and Buzzsaw's transformation. After the Kidmation we get a four kid battle scene with two of them flying Soundwave and Laserbeak and the other two holding Trailbreaker and Mirage and turning them to face the oncoming Decepticons.

Notes: The animation depicts Laserbeak as Soundwave's partner but the toy segment uses Buzzsaw who was actually the one packaged with Soundwave. Granted, it would take a keen eye to tell which it was so, most kids probably assumed it to be Laserbeak.

{The Transformers! More than meets the eye! Autobots wage their battle to destroy the evil forces of the Decepticons. The Transformers! More than meets the eye. The Transformers! Robots in disguise.} "It's the Decepticon Communicator!" "Get more Autobots!" {The Transformers! More than meets the eye.} The Transformers. From Hasbro.

• Optimus Prime 30 sec

Animation: Recycled from the Transformers #1 and "Optimus Prime and Megatron" commercial, as well as footage from the first season cartoon opening. This results in the two very different Megatron character models appearing in two consecutive clips.

Narration: Victor Caroli.

Kidmation: Buck-toothed kid mouths robotic "Robots in disguise!"

Notes: This ad is a reworked version of the earlier Optimus Prime and Megatron ad. The footage of Megatron transforming with streaking effects is replaced by footage of the Optimus Prime toy being "flown" in front of a mountain. The introductory stop-motion animation has also been dropped, the ad now starting with the early animation, followed by the excerpt of Prime and Megatron leading their troops from the cartoon intro. The change to introductory animation sequences appears to be where the transition from using stop-motion and animation from the Marvel #1 ad to using original animation segments began. The reason for Megatron's removal is unknown, but likely due to legal and/or ethical issues with advertising a toy that turns into a realistic looking gun. Given that it would've taken some time to re-do the ad after it was identified as needing a change, this ad would have first aired in very late 1984 at the earliest. It's possible it didn't air until 1985.

• Optimus Prime 30 sec - A resoundtracked version of the ad, this time using the season two theme song. Obviously this version didn't air until 1985. Buck-toothed kid is replaced by buck-tooth kid #3, with freaky glowing green eyes. As you can probably tell, the video here has an issue with the left audio channel not working.

Cartoon

• More than Meets the Eye promo 30 sec

Animation: The season one intro sequence.

Narration: Victor Caroli, rather laid back and various local announcers providing the station ID at the end.

Notes: The date listed in the above copy of the ad is December 17th, 1984 which is several months after the miniseries would have premiered in most markets on September 17th. The mention of "The Transformers, now a three day mini series" however, heavily suggests that this is indeed promoting More Than Meets The Eye and that the series simply didn't start airing on this particular network affiliate until December.

It's the most incredible robot story ever told. The Transformers. The Transformers, now a three day mini-series. Unlike anything you've ever seen before. Don't miss it.

• 30 second cartoon promo 30 sec

Animation: Various excerpts from season one of the cartoon.

Narration: Victor Caroli on Xanax. "The Transformers, the world's most exciting robot adventure, continues." - Victor Caroli, in a decidedly un-excited intonation.

The Transformers, the world's most exciting robot adventure, continues. Megatron: "The universe is mine to control!" The Transformers, watch it!

Other

• Transformers Power Cycle 30 sec

Animation: Recycled from the first Transformers commercial. Black helmet Megatron and the Decepticons attack a power plant and the Autobots arrive to stop them. The animated segements are interwoven with the live action footage to create a strangely slanted narrative (see below).

Narration: Some wussy dude.

Toy segment: A kid on a big wheel rides up to a playground and points at some wooden playground equipment shouting that "they're attacking the power plant!". The scene disolves into an animation segment with Megatron and the Decepticons arriving in front of a power plant and shooting. The kid decides it's time to transform his Power Cycle. After, the scene switches to another animation segment, this time Optimus Prime arriving and taking a shot. This translates back to the real world as just missing the kid as he rides. The kid declares "Missed! But I won't!" Another switch to animation to show Jazz, Prowl and Sideswipe running and firing, presumably towards the kid. Switching back, the kid decides to return fire with his missiles. This translates to the next few seconds of the previous animation clip of the three Autobots, with them diverting in different directions to avoid an explosion. The evil Autobots now defeated, the kid returns the Power Cycle back to cycle mode. Another kid shows up and asks him what kind of wheels he has: "More than meets the eye."

Notes: This commercial advertises a Coleco-made Big Wheel tricycle. The cuts between the live-action and animated footage make the kid look like a Decepticon sympathizer by having the kid blasting some Autobots. Of course that's only fair since the cuts also make it look like Prime fired first and the Decepticons are the ones defending the plant. Oops.

Introducing the Transformers Power Cycle. You can imagine a world of adventures. "Look they're attacking the power plant!" "Time to transform into a robot." "Missed! But I won't!" "Missiles away! Pew! Pew!" "Back to cycle mode." "Hey, what kind of wheels you got?" "More than meets the eye."

1985

1985 brought some changes to Transformers advertising, both in quantity and style. While in 1984 Hasbro had just five known ads produced, one of which was a reworking of one the first four, they expanded to thirteen in 1985. This was natural as the toyline itself expanded dramatically due to its huge popularity. This increased popularity led to more commercials for tie-in merchandise. There was even a primetime commercial spot that was run during the holiday season and featured a celebrity in the form of Alex Karras in order to appeal to parents directly. Stylistically, the most notable change was the use of original animated segments. Every ad got its own brand new animation clip featuring the highlighted toys with the exception of the Jumpstarters. Some clips even featured new dialogue provided by the same actors used in the cartoon. Another element brought over from the cartoon was the faction symbol flip, used in the ads as the transition from animation to the live action footage.

This year's toy commercials would be re-edited a number of times to update them for different reasons. Pretty much every ad got resoundtracked with the season two cartoon theme (the Jumpstarters and the Mini-spies ads are the only two ads for which a season two version hasn't been found). The Optimus Prime ad from the previous year also got a season two update. These resoundtrackings also came with updates to the Kidmation, frequently replacing the Kidmation segment with one from another ad. Whether or not the Kidmation was replaced, the Kidmation was always enhanced by giving the kids freaky glowing green eyes. Some ads received additional edits to add a plug for Action Cards and/or a stinger to notify consumers that the toys would be available "While supplies last!". The latter type of edit also came with yet another Kidmation change, this time swapping the Kidmation for an entirely unique clip of a kid saying "I know what I want!" before his eyes turned green and he mouthed along to the "Robots in disguise" lyric.

Toy segments kept the same structure and while they started using some different sets, the sets still retained the general look of the 1984 set. Most were just mounds of dirt with unidentifiable backdrops, though the Omega Supreme and Jumpstarters ad utilized a futuristic black floor with white grid pattern in front of a dusky silhouetted mountain backdrop.

Toys

• Grimlock 30 sec

Animation: Amid a raging thunderstorm on Earth, Grimlock, Slag and Sludge take on Soundwave, Ravage and Laserbeak.

Narration: The Other Guy.

Kidmation: None.

Toy segment: Three kids positioned around a mound of dirt. Two have the Dinobots standing on the mound while the third flies Thundercracker overhead. Segment ends with a jumpcut sequence of Grimlock being transformed to robot mode.

Notes: Very similar to the Dinobots commercial, using the same toy scenes (albeit in a different order, and with a different soundtrack) and animation. There are several characteristics, that most Generation 1 commercials share, but this one does not:

• There is no Kidmation, but the voice is present in the audio.
• The ending still shot is not taken in front of the diorama used in the toy segment. Instead a blue backdrop with a "Dinobot Grimlock" text overlay is employed.
• The toy segment starts with the multi-kid battle instead of ending with it.

Due to these oddities, it was previously thought this might be a test version. However, footage has since surfaced on YouTube which proves this ad made it to air. A recently found version of the Dinobots ad that also has a blue backdrop for the end shot (see below), suggests that this ad was reworked to create the Dinobots ad. It is possible though, that the opposite is true. Given that G.I. Joe ads of the time also used blue backdrops for their end shots (although there wasn't any text beyond the G.I.Joe logo), this may have been an experiment before settling on a new format for 1985 (or a quick throw together while they were figuring it out). See the Dinobots ad for additional notes on the toy segment.

To help them battle the evil Decepticons, you can imagine the Autobots create: Dinobots. {Dinobots wage their battle to destroy the evil forces of the Decepticons.} "The Decepticons are attacking!" "Dinobooots!" "Grimlock and Slag will stop Thundercracker!" {The Transformers! Robots in disguise.} Each sold separately. {The Transformers! More than meets the eye.} Transformers Dinobot Grimlock. Other Transformers sold separately. From Hasbro.

• Dinobots 30 sec

Animation: Amid a raging thunderstorm on Earth, Grimlock, Slag and Sludge take on Soundwave, Ravage and Laserbeak. Same as Grimlock.

Narration: The Other Guy.

Kidmation: Buck-toothed kid #3 mouths robotic "Robots in disguise!"

Toy segment: A lot of the same footage from the Grimlock ad but rearranged and with some additions. Starts with a shot of Grimlock in robot mode atop a mound of dirt, before cutting to a jumpcut transformation sequence. Only the head flipping segment is used though, and in reverse order as this transformation is robot to Dinosaur rather than the reverse. After Kidmation, we cut to a brief snippet of the multi-kid battle scene from the Grimlock ad before moving to new closeup footage of Grimlock munching on and releasing Thundercracker's wing. The ad ends with another jumpcut sequence of Grimlock from dinosaur to robot, reusing footage from the Grimlock ad.

Notes: Soundtracked with a minor variation on the Season One cartoon opening theme: "Dinobots wage their battle to destroy the evil forces of the Decepticons!" The Dinobot toys used appear to be prototypes as Grimlock has a chromed sword and Slag has chromed horns.

To help them in their never ending battle against the Decepticons, the Autobots create a new breed of robot: Dinahbots. {The Transformers! More than meets the eye. Dinobots wage their battle to destroy the evil forces of the Decepticons. The Transformers! Robots in disguise.} "The Decepticons are attacking!" "Dinobots'll get em!" "Can't beat the Dinobots!" {The Transformers!} From Hasbro.

• Dinobots 30 sec - A transitional version between the Grimlock ad and the regular season one theme Dinobots ad. The narration is the same as the Grimlock ad, except for not calling out Grimlock by name at the end. Toy segment is yet a different shuffling of the footage, being mostly similar to the Grimlock with the exception of having more footage of Thundercracker flying around. This includes the clip from the regular Dinobots ad of Grimlock munching on Thundercracker's wing. Much like the Grimlock ad, the toy segment also ends with a jumpcut transformation, albeit a shorter one. The end shot is against a blue background, but no "Dinobot Grimlock" text this time. Despite the toy segment otherwise being pretty similar to the Grimlock ad, the audio of the kids matches the Dinobots ad.
• Dinobots 30 sec - A re-soundtracked version of the previous commercial using the season two theme song (still with "Dinobots" replacing "Autobots".) Kidmation spot uses the same footage of buck-tooth kid #3, but with freaky glowing green eyes.
• Dinobots 30 sec - A modified re-soundtracked version, slightly shortened to squeeze in a plug for Action Cards.
• Dinobots 30 sec - Another re-soundtracked version of the Dinobots commercial, this time using the season three theme (still with modified lyrics). Narrated by Peter Cullen as Optimus Prime and Victor Caroli. The Kidmation has been replaced with the standard 1986 "kid face to Ultra Magnus face" Kidmation. The end shot has been edited to match the 1986 "flipping panels" and starburst transition aesthetics.

Optimus Prime: To help us in our neverending battle against the evil Decepticons, we create the incredibllllle Dinobots!

• Mini-Spies 30 sec

Animation: Huffer and Cliffjumper allow a yellow FX1-type Mini-spy to enter Autobot Headquarters. The little robot starts messing with the computer; Huffer and Cliffjumper come racing in and check his faction symbol. "It's a Decepticon! After him!"

Narration: I Wish I Was Victor Caroli

Kidmation: Kid points urgently at the camera: "It's an Autobot!"

Toy segment: A hand pulls back and lets go of a buggy-type mini-spy to demonstrate its motorized action on a black table. A hand is then showing pulling a carded Gears with buggy mini-spy from a rack of store pegs. The min-spy is shown zooming along the table again before being transformed to robot mode. The mini-spy is then instantly back in vehicle mode so his rubsign can be demonstrated. After Kidmation, we get another look at the mini-spy zooming along the table. We end on a closeup of the yellow promotional burst in the upper right hand corner of a package toy, that upon a pan-out we can see is a

Notes: Casey Kasem provides the voice for Cliffjumper's single line. Visible among the packaged Mini-Bots on the store pegs are a red Bumblebee and a (red) Cliffjumper with a yellow vehicle mode pictured on the package.

In the world of the Transformers, it used to be easy to tell the Autobots from the Decepticons. But now, the Mini-spies are on the loose. They look like Autobots, but are they? "It's a Decepticon! After him!" Transformer Mini-spies. You get one with each of the six Autobot mini-car packages. Motorized Transformers. You can't tell if they're Autobots or Decepticons until you rub up their symbols. "It's an Autobot!" Transformers Mini-spies. Get 'em while supplies last.

• Jetfire and Shockwave 30 sec

Animation: Starscream and Thundercracker strafe Hound, Prowl and Sunstreaker. As the three transform and retreat, Jetfire steps out of a mountain and takes on the Decepticon jets; Shockwave transforms halfway and fires, then transforms the rest of the way and fires again.

Narration: An incredibly mellow Victor Caroli.

Kidmation: A grim-faced buck-toothed kid mouths the robotic "Robots in disguise!"

Toy segment: Starts with a close-up of Shockwave's gun barrel, lights flashing as his electronic sounds squeal. Cut to a jumpcut sequence of a kid transforming Shockwave. After doing his Kidmation bit, the buck-toothed kid flies in Jetfire to take on Shockwave. The segment ends with a jumpcut sequence of the buck-toothed kid transforming Jetfire in completely random fashion.

Notes: Jetfire here is in his original, toy-based animation model. The Jetfire toy shown is an early variant featuring the Macross U.N. Spacy logo. The set is once again mounds of dirt in front of a house somewhere in the Southwestern US. A white picket fence with a plant growing along it is visible in the background of the wideshots. The closeup of Jetfire flying appears to be in front a rocky area with a few tufts of prarie grass strewn about.

Tired of losing battle after battle in the sky, the Autobots create the ultimate robot jet: Jetfire. {The Transformers! More than meets the eye.} But the evil Decepticons have a secret new weapon: Shockwave. {The Transformers! Robots in disguise.} "Jetfire to the rescue!" "Shockwave will stop him!" {The Transformers!} From Hasbro.

• Jetfire and Shockwave 30 sec - Resoundtracked with the season two theme song and a much more energentic Victor Caroli. The Kidmation has been replaced by the "freaky green glowing eyes" enhanced version of the Jumpstarters ad Kidmation.

• Insecticons plus Swoop 30 sec

Animation: A boy and his father are working on their farm when a horde of Insecticons attacks.

Narration: The Other Guy.

Kidmation: Blond-haired kid.

Toy segment: Jump cut transformation sequences for Kickback and Shrapnel are followed by the Kidmation. Afterwards, the Kidmation kid brings in Swoop to attack the Insecticons being brandished by another kid. The segment ends with a jumpcut sequence of Kidmation kid transforming Swoop.

Notes: While there are already Insecticons chewing on the farmhouse by the time we see it, the fact that the farmhouse shows damage in areas not being munched on suggests the farmer hasn't been doing proper upkeep. The set this time is largely obscured by closeups and motion, but we can see dirt mounds/platforms and a backdrop that seems to imply the kids are in really tall grass.

"Pa, look!" "What is it?" "It's the Insec-ti-cons, an evil, new menace in the world of the Transformers!" {The Transformers! More than meets the eye. The Transformers! Robots in Disguise.} "Decepticons!" "Transform the Dinobots!" {The Transformers! More than meets the eye.} The Transformers. From Hasbro.

• Insecticons 30 sec - Resoundtracked using the season two theme song. Kidmation has been switched to a "freaky green eyes" enhanced version of the one from the Jumpstarters ad.

• Constructicons/Devastator 30 sec

Animation: A construction crew works on a building site in the desert. The crew flees when their vehicles suddenly transform, revealing that they are the Constructicons. Devastator touches his fists together over his head and is enveloped with energy.

Narration: The Other Guy.

Kidmation: Blond-haired kid again in a different shirt.

Toy segment: The Constructicons sit in a circle in vehicle mode on top of a mound of dirt. Two jumpcut transformation sequences are shown. Long Haul's results in him having Devastator's crotch plate positioned behind his head. Scrapper's on the other hand, is more impressive. He not only turns into a robot, but a whole other Constructicon as a shot of his vehicle mode is followed by a jumpcut sequence of Bonecrusher's transformation. After the Kidmation, we get a jumpcut sequence of the Constructicons forming Devastator, popping into view one by one. Devastator then swoops in to attack Inferno and Tracks who turn around to watch him bear down on them.

Notes: The construction worker yelling "Run!" sounds like Corey Burton doing a voice similar to adult Spike. The toys appear to be prototypes, based on Mixmaster having a lavender mixer barrel and Hook having a lavender crane boom, rather than the yellow-green of the final releases. Speaking of Mixmaster, he is mistransformed in the end shot with his cab not being swung up to form his feet. This results in him towering over the other Constructicons. Long Haul is mistransformed in the initial vehicle modes shot, his head being flipped up.

In the world of the Transformers, nothing is what it seems. "Run!" Meet the Constructicons, six evil robots that transform into one mechanical giant. {The Transformers! More than meets the eye. The Transformers! Robots in disguise.} "It's Devastator — six Constructicons in one!" {The Transformers!} Each sold separately. "Devastator's attacking!" {More than meets the eye.} Sold separately. From Hasbro.

• Constructicons/Devastator Giftset 30 sec - Resoundstracked with the season two theme and has a tweaked ending showing the Constructicon giftset. The Kidmation has been changed to the freaky glowing green eyes enhanced version of the Kidmation from the "Autobot Cars plus Thrust and Dirge" ad. The tweaked narration switches "Sold separately." to the oxymoronic "Constructicons giftset sold separately."
• Constructicons/Devastator 30 sec - Resoundtracked and slightly re-edited for a 1986 re-use with the introductory narration now provided by Frank Welker as Megatron. Kidmation segment is the standard 1986 segment featuring a kid's face fold-morphing into an Ultra Magnus-like generic robot. The ending shot has also been edited to match the aesthetic of the 1986 ads.

Megatron: "In the world of the Decepticons, nothing IS what it seems. Meet my Constructicons, six evil robots that transform into one mechanical giant."

• Jumpstarters 30 sec

Animation: None.

Toy segment: Repeated shots of the Jumpstarter toys doing their thing on a futuristic smooth black floor surface (with custom early-80s sound effects), while shaggy-haired kids turn their heads to watch at whiplash-inducing speeds. At the end two kids fly Starscream and Thundercracker towards two others rolling Topspin and Twin Twist in front of a mountain at dusk backdrop.

Narration: The Other Guy

Kidmation: Buck tooth kid mouths "Robots in Disguise"

Notes: An unusual set this time between the white grid on black floor pattern and the mountain backdrop framed by white lattice and having colored dots on the dark colored mountain's lower half. The shots of the Jumpstarters zooming along appear to be framed by zooming in on the floor at the base of the mountain. The resulting effect is that they appear to zipping through outer space.

Introducing Jumpstarters. Jumpstarters. In the world of the Transformers, no Autobots can jump into battle faster than the Jumpstarters! {The Transformers! More than meets the eye. The Transformers! Robots in disguise.} "Decepticons!" "Jumpstarters attack!" {The Transformers! More than meets the eye.} The Transformers. From Hasbro.

• Autobot cars plus Thrust and Dirge 30 sec

Animation: As Optimus Prime and Jazz fight a battle in the desert, Smokescreen, Tracks, Hoist, Inferno, Red Alert and Grapple drive up and transform, prompting Megatron to summon Thrust and Dirge.

Production code: (animation) MP 1080, Spot 220

Narration: You're Gonna Get It

Kidmation: Beatles haircut kid mouths robotic "Robots in disguise!"

Toy segment: One by one panels featuring an Autobot car being rolled are zoomed in, flip over to reveal the same Autobot being flown in robot mode and then zoom out to their final location on-screen. After Kidmation, we see Thrust's nosecone and cockpit flipped up without the arms in place, then a cut to last step of flipping the left wing up. Thrust and Dirge are flown side by side and then we get a jump cut sequence of Inferno's transformation. Inferno, Red Alert and Hoist all whip around just in time for Hoist to get a face full of Thrust. Hey, that's Ramjet's schtick!

Notes: Smokescreen and Grapple appear in the animation segment and are called out by name in the narration but do not appear in the toy segment. The first step shown of Inferno's transformation is incorrect. Instead of the cab being rotated down, it's rotated up either due to being the wrong clip or the clip being run in reverse.

NEW Autobots join Optimus Prime. Smokescreen, Tracks, Hoist, Red Alert and Grapple. And joining the evil Decepticons, Thrust and Dirge. {The Transformers! More than meets the eye. The Transformers! Robots in disguise. The Transformers!} "Decepticon attack!" "Autobots'll stop 'em!" {The Transformers!} The Transformers. From Hasbro.

• Autobot cars plus Thrust and Dirge 30 sec - Resoundtracked with the season two theme. In a change of pace, the original Kidmation is retained and enhanced with freaky green glowing eyes, rather than being replaced.
• Autobot cars plus Thrust and Dirge 30 sec - Same as the season two resoundtracking with an Action Cards plug squeezed in at the end.

• Triple Changers and Perceptor 30 sec

Animation: Astrotrain grapples with Optimus Prime, then escapes on some train tracks. The Autobots blast a trestle out from under him; he transforms and flies away. Optimus Prime uses Perceptor to examine some Decepticon debris.

Narration: The Other Guy

Kidmation: Bowl haircut kid #2.

Toy segment: A blond haired kid uses Perceptor's microscope mode to examine a leaf before changing him to robot mode. Bowl haircut kid rolls Blitzwing in tank mode before changing him to plane and robot, flying each. The two kids engage in battle over a mound of dirt and are joined by third kid wielding Astrotrain.

Notes: Cameo animation appearances from Sunstreaker, Sideswipe, Ratchet. Perceptor is portrayed as significantly shorter than Optimus, perhaps the same size as Bumblebee. The Astrotrain figure shown is a prototype figure in his animation colors). While Astrotrain appears in the animation and in the toy footage, he is never identified by name.

And as the battle between the Autobots and the Decepticons rages on, Megatron creates Triple Changers, the most eeeeevil Decepticons of all! But the Autobot scientist Perceptor is ready for anything. Introducing Perceptor. From a working microscope he changes into a robot. {The Transformers!} And Triple Changer Blitzwing changes from tank to plane and from plane to robot. {Robots in disguise.} "Tri-ple-Changers!" "Autobots'll stop em!" {The Transformers!} Sold separately. From Hasbro.

• Triple Changers and Perceptor 30 sec - Resoundtracked with the season two theme. The Kidmation has been replaced with a freaky green eyes enhanced clip of the bowl hair cut kid from the "Autobot Cars and Decepticon Planes" ad.
• Triple Changers and Perceptor 30 sec - Similar to the re-sountracked version, but with a "While Supplies Last" stinger added to the end. The Kidmation has been swapped out yet again, this time for a clip of a kid with a bowl cut and heavy eyebrows saying "I know what I want!" then mouthing along to the music. In contrast to other enhanced Kidmations, this time around we get to see the kid's eyes turn green instead of just starting at that point.

• Blaster 30 sec

Animation: Rumble merrily walks into a Decepticon base carrying Blaster in boom box mode; Blaster transforms, prompting Soundwave to send Laserbeak and Ravage at him.

Narration: The Other Guy.

Kidmation: Bucktooth kid.

Toy segment: Blaster is shown sitting on some dirt in boombox mode before being picked by a kid who holds Blaster to his ear. This is followed by a jumpcut transformation sequence. Then we see a different kid rolling Optimus Prime through a dirt road diorama before seing Soundwave and Buzzsaw flying by a rock wall. After the Kidmation we go back to Soundwave and Buzzsaw briefly before jumping to Prime in robot mode joining Blaster. Another quick cut to flying Soundwave and Buzzsaw before seeing them come around the wall and clash with Prime and Blaster.

Notes: Soundwave and Rumble's voices are provided by Frank Welker as usual. Blaster's single word of dialogue seems to be provided by Welker (as opposed to his normal actor, Buster Jones) as well, sounding much like his Trailbreaker voice.

"Hey look at this radio I found!" Soundwave: "Autobot intruder!" Rumble: "Where?!?" Blaster: "Here!" Soundwave: "Laserbeak, Ravage, attack!" [Not a working radio] Introducing Blaster! He looks like an innocent radio but transforms into a powerful Autobot Communicator. "Optimus Prime to Blaster, watch out for Soundwave!" {Robots in disguise} "It's Soundwave and Buzzsaw!" "Blaster and Prime will stop them!" The Transformers. Sold separately. From Hasbro.

• Blaster 30 sec - 2nd variant with re-modulated Soundwave's lines and a unique ending.
• Blaster 30 sec - Resoundtracked with the season two theme. Another rare case of the Kidmation simply being enhanced with "freaky green glowing" eyes instead of being replaced.

• Omega Supreme 30 sec

Animation: In the desert, Starscream and Thrust attack the new Autobot defense base, not realizing it's Omega Supreme. Omega transforms and attacks.

Narration: I Wish I Was Victor Caroli

Kidmation: Shaggy haired kid.

Toy segment: Two kids play with Omega Supreme's base mode on futuristic black floor. One kid places the tank on the tracks to roll around while the other picks up the rocket for a liftoff. This is followed by closeup the of the tank rolling along on its own as the narrator points out the motorization and lights. Two other kids join the action by swooping down Ramjet and Dirge. Cut to a modified jumpcut transformation sequence where instead of straight jumps, the frame becomes a panel and flips around to the next clip. Closeup on Omega Supreme's motorized walking before and after the Kidmation. The segement ends with a wideshot of the second two kids swooping Ramjet and Dirge towards Omega Supreme leading to one last closeup of Omega Supreme walking.

Notes: Starscream and Thrust have their normal cartoon voices. Except for Starscream's last line, "It's Omega Supreme!" which sounds like Chris Latta inhaled helium. The set is the same one from the Jumpstarters commercial.

"It's the Autobot defense base!" "But where are the Autobots?" "Who cares? Decepticons, attack!" "Oh no, look!" "It's Omega Supreme!" Introducing the Autobots' Omega Supreme defense base. It comes with a motorized tank with flashing turret lights. "Decepticons!" "Counterattack Omega Supreme!" {The Transformers!} "Omega Supreme'll stop them!" {Robots in disguise.} "Omega Supreme is invincible!" {The Transformers!} The Transformers. Sold separately, batteries not included. From Hasbro.

• Omega Supreme 30 sec - Resountracked with the season two theme song. Kidmation has been replaced with the enhanced version of the Kidmation from the Blaster commercial.
• Omega Supreme 30 sec - Modified version of the 1985 resoundtracking with the same unique Kidmation and "While Supplies Last!" stinger as the variant Triple Changers and Perceptor ad.
• Omega Supreme 30 sec - Resoundtracked with an Optimus Prime intro narration and the season three theme song. The Kidmation has been replaced with the standard 1986 Kidmation and the end shot has been edited to match the 1986 aesthetic.

Optimus Prime: "There it is, the Omega Supreme defense center! And that's its fantastic motorized tank!

• Omega Supreme 30 sec - The 1986 version slightly shortened to be able to include a The Transformers: The Movie stinger.

• Prime time spot 30 sec

Toy segment:Alex Karras, along with two unidentified boys, calmly promotes the virtues of Perceptor (a working microscope!) and Blitzwing (what a great tank!) and urges you to shop now if you want one for your kid for Christmas.

In addition to Alex and his child assistants demonstrating the toys, footage from the Dinobots commercial is reused.

Kid KARRAS-mation: Alex Karras mouths along to the "robots in disguise" line and then continues his spiel without missing a beat. Sadly, his eyes do not glow green.

Notes: This ad aired between Halloween and Thanksgiving in order to get a head start in promoting the toys for Christmas. Amongst the many boxed Transformers sitting on the table (in various shots) are Blaster, Snarl, Swoop, Soundwave, Ratchet, Megatron, Jazz, Astrotrain, Grimlock, Wheeljack, Jetfire and Optimus Prime. Three Blitzwings, Jetfire, two Perceptors, Optimus Prime, Smokescreen, Red Alert, and Astrotrain are all shown loose.

These are the Transformers, one of the hottest selling toys in America. If you want one for your kid this Christmas, go now while stores have a good sel-ec-tion.

• Rubsigns 30 sec

Animation: A mixture of clips from various 1984 and 1985 commercials, plus the The Transformers logo coming out from behind a volcano taken from the season one cartoon intro.

Narration: Megatron, Optimus Prime and Victor Caroli.

Kidmation: Reused from Autobot cars plus Thrust and Dirge.

Toy segment: A brief clip of a finger rubbing the rubsign on the roof of Smokescreen, with the rubsign then becoming the scene transition symbol flip. Later in the ad we get reused clips of the Hoist and Red Alert turning around from the Autobot cars ad, Grimlock's dino head being flipped down from the Dinobots ad, Twin Twist jumping up to his feet from the Jumpstarters ad, and Soundwave's jump cut transformation sequence from his ad. The ad ends with a repeat of the Smokescreen clip.

Notes: This ad was created to help inform consumers that real Transformers toys now had rubsigns to distinguish them from bootlegs and other brands such as Tonka's GoBots.

Megatron: "We are conquerors." Optimus Prime: "No one is like us." Megatron: "Only we have the right to be called by the name." Optimus Prime: "Only we have the right to wear this symbol." Megatron: "Or THIS symbol." Optimus Prime: "Only WE are Autobots and Decepticons." Megatron: "Good versus evil." Optimus Prime: "And only WE have the right to be called the Transformers!" Only the Transformers are REAL Transformers!

• Rubsigns 30 sec - Resountracked with the season two theme. The Kidmation is yet another case of the original clip being enhanced rather than replaced.

Cartoon

• Five Days A Week promo A 30 sec

Animation: Assorted clips from the series, mainly the first three episodes of season two - The seekers landing and shooting; Mirage, Wheeljack and Bumblebee transforming and running (intro sequence); Hound, Warpath, Prowl and Optimus Prime in a shoot out with fake Starscream (A Prime Problem), panels of the Autobots driving over a large gap (Changing Gears), Optimus Prime being shot by Laserbeak (A Prime Problem), the Prime clone transforming with Trailbreaker and Jazz (A Prime Problem), Ratchet fly kicking Thundercracker (Changing Gears), and Starscream clearing out Sideswipe and Bluestreak (Autobot Spike); Megatron transforming so Soundwave can use him to fire behind (Autobot Spike); Gears falling into a pit (Changing Gears); Bumblebee dodging a tree (Autobot Spike); Optimus Prime and the Autobots arriving and transforming in Washington D.C. (Atlantis, Arise!). The panels are animated with the first four flipping into place in their respective quadrants and the fifth laid overtop as Victor Caroli does the day of the week roll call.

Narration: Victor Caroli, various local TV station announcers.

Notes: The Season Two theme is played in the background as Victor Caroli informs us that we can "Watch the heroic Autobots battle the evil Decepticons five days a week." The Caroli narrated segment was sent to the various local TV stations who then added narration and a screen with the station logo and slogan to the end of the spot. This type of customized promo would continue until Transformers left terrestrial television. While the ways in which the spot was customized varied from station to station, it seems as though each station ran some version (A, B or a shorter version thereof) of the "Five Days A Week" promo where the station ID consisted of a clip of Optimus Prime speaking resoundtracked with new Peter Cullen narration telling the viewer when they could watch the ad: "Weekdays at four on WUAB!" "We'll see how tough the Decepticons are, weekday afternoons here on TV22!". Assuming he did indeed record voiceovers for every syndication affiliate station (around 100 or so), that must have been a long day at the office for Mr. Cullen!

Megatron: "Decepticons, attack!" Optimus Prime: "Take care Autobots!" Now, you can watch the incredible adventures of the Transformers as heroic Autobots battle evil Decepticons five days a week. Monday. Tuesday. Wednesday. Thursday. And Friday. The Transformers are like nothing you've seen before. Don't miss a single day! {The Transformers! Robots in disguise!}

• Five Days A Week promo B 30 sec Cleveland, 30 sec Chicago, 10 sec Cleveland

Animation: Various cartoon excerpts. Megatron yelling (Traitor); the Seekers attacking the Autobots underwater (Atlantis, Arise!); Wheeljack, Mirage and Bumblebee transforming and running, Prime and Megatron leading thwir teams into battle, Thundercarcker vs Ratchet and Skywarp vs Jazz (season one intro); Cliffjumper fighting Mirage (Traitor); panels of Grimlock taking on Megatron in Washington D.C. (Atlantis, Arise!), the Sub-Atlantican General firing at the Autobots (Atlantis, Arise!); Laserbeak being shot down by Hound (Atlantis, Arise!); Megatron busting through a wall (Enter the Nightbird), and Megatron and Prime battling (Enter the Nightbird); A fire blast hitting a metal surface (Traitor); the Insecticons flying and transforming (Traitor); Sideswipe tackling Starscream mid-air (The Immobilizer); Optimus Prime and the Autobots arriving and transforming in Washington D.C. (Atlantis, Arise!); Laserbeak flying into the screen (Traitor); the Autobots fleeing the Experimental Energy Research Laboratory (Traitor);

Narration: Victor Caroli, various local TV station announcers.

Notes: Exactly the same soundtrack as the above ad but with different clips and a differently animated panel segment. The panels are in a grid with three still frames in the top row and two on the bottom and they start animating when their day is called. A heavily edited down 10 second version was also created wherein the panels were done as screen flip transitions instead of a grid. In the 30 second version, the "heroic Autobots battle evil Decepticons" line is played over the fight of Cliffjumper and Mirage; heroic Autobots indeed, Cliff.

Other

• F.H.E. The Transformers Video Tapes 30 sec

Animation: Excerpts from "More than Meets the Eye".

Narration: The Other Guy

Notes: Despite the animation being taken from "More than Meets the Eye", that tape is not actually among those pictured. The pictured tapes are (from left to right): Divide and Conquer, Transport to Oblivion and Roll for It. It is stated that the tapes are available on VHS or Beta.

• Tyco Electric Train and Battle Set 30 sec

Animation: Two unbelievably generic Decepticons invade a command post by storming the power station, vastly outnumbered by the unbelievably generic Autobots defending it. Despite the advantage in the numbers game, the train races in to help the Autobots counterattack with "a new secret weapon you control".

Narration: Unknown.

Toy segment: The various features of the train cars are demonstrated, followed by two kids watching the train go around and around. At the end, two robotic shadows appear over the tracks.

Notes: This spot is soundtracked by a new version of the Season 1&2 outro. The generic Autobots have suprisingly drab color palletes, being mostly gray, white and black with some highlights of either yellow, grean or teal. It's even more surprising in contrast to the two Decepticons, who are mostly light blue and golden yellow. The animation models for generics are actually based on the designs of the robot figures which come with the train set. As well, the two shadows at the end appear to be those of two of the robot figures, though not the same two figures upon which the animated Decepticons are based on.

The Decepticons are invading your command post. As they storm the power station, you counterattack with a new secret weapon you control: a speeding Transformers train that's more than just a train, as every car transforms into a Hawk Fighter, Weapons Center, Proton Laser, Search Mode switch--. "And ready for action!" "And in position to cut off the enemy's escape." {Transformers! More than meets the eye.} Your Hawk Fighter attacks with supersonic speed and saves the power station. You've won today, but will you be ready tomorrow?"

• Tyco Transformers Electric Racing Set 30 sec

Animation: None.

Narration: Unknown.

Toy segment: Shots of the racers speeding along the track in normal lighting and then "into a whole new universe of night-glow" are featured.

Notes: Features the same version of the Season 1&2 outro as the train set commercial for background music. This is the only time Natron and Freezon are given names.

Natron, the Autobot, on alert for Freezon, the Decepticon. {Transformers! More than meets the eye.} Up ahead, is that the enemy in disguise? If it is, two can play this game. And the chase is on, between Natron and Freezon, in one form or another. {Transformers! More than meets the eye.} In Transformers Racing. Now, turn off the lights and your Transformers race into a whole new universe of night-glow. Transformers Electric Racing. By Tyco, of course.

• View-Master Show Beam Projector with Transformers cartridge 30 sec

Toy segment: A brother and sister talk their mom into letting them stay up to play with the projector. After she leaves, they are suddenly pulled into the images and the battle they depict. Mom walks back in to see what the ruckus is about. The boy responds "Just our Show Beam Projectors Mom." and displays the projector on her shirt to everyone's amusement.

Kids: "Wow!" Mom: "Bedtime!" Boy: "Aw Mom." Girl: "We wanna play the Show Beam Projectors." Mom: "Ok." Boy: "Let's show the Transformers!" Girl: "Yeah!" Both: "Wow!" Girl: "Look out! Decept-E-cons!" Boy: "Take that Megatron!" Mom: "Kids?" Boy: "Just our Show Beam Projectors Mom." Show-Beam Projector comes with a cartridge containing a 30 scene Transformers story. Other Show Beam cartridges each sold separately. From View-Master.

• Colorforms Lazer Blazers 10 sec

Narration: Unknown.

Toy segment: Examples of the holographic stickers for Masters of the Universe, My Little Pony and The Transformers are shown being shot into space via a laser burst as the narrator names the franchises.

Notes The artwork for The Transformers depicts Megatron standing in front of two Seekers with a spaceship ([the Nemesis?) overhead, what looks like a cloud in the upper right and what appears to be the arm and foot of another Transformer off panel to the right. The background is black while the characters and objects are shades of brown, green, yellow and blue, with some colorshifting to simulate the look of a hologram.

Lazer Blazers. 3D Holographic stickers. See Masters of the Universe, My Little Pony and Transformers come alive. Laser Blazers, by Colorforms.

• Pioneer Chicken Universal Studios promotion 30 sec

Notes: O.J. Simpson (yes, that O.J. Simpson) talks about the joys of summertime and Pioneer Chicken's Summer Fun special. He goes on to talk about the discounts available from Pioneer Chicken on Universal Studios admission and all the exciting attractions, incluing the Transformers Base Camp. Frankenstein's monster, an astronaut and Conan the Barbarian stop by at the end to share his chicken.

"Ah, summertime. Great for relaxing with friends and enjoying Pioneer's Summer Fun special. You get eight large pieces of golden Pioneer chicken, mashed potatoes, gravy and coleslaw for just $6.99. And Pioneer's even got free coupons for Universal Studios' tour, with the biggest discounts including a free admission. There's exciting attractions like Transformers Base Camp, 2010 Space Walk, and much more! Of course Pioneer Chicken's Summer Fun special for $6.99 is a great way to make new friends. Right fellas?"

1986

The Transformers reached the height of its popularity in 1986 and along with that came an advertising campaign for the first ever Transformers feature film, The Transformers: The Movie. With the brand having only been around for two years, a feature film was not as sure an investment as it would come to be in later years thanks to fan nostalgia. As such a pitch reel was put together to sell the film to investors. This pitch reel would later be edited into a teaser trailer for theaters. Counting the pitch reel, a total of four trailers would be produced for the US audience. The TV advertising strategy for the film was also ambitious, featuring three different campaigns: One aimed at teens and two others aimed at kids. While each campaign got only one thirty second commercial (except the teen campaign which also got a sixty second ad), those ads would be updated several times to reflect the movie being closer to release ("Opens in four days!", etc.) as well as the day of release ("Now playing.") and after ("Now in theaters everywhere."). While many kids and parents were shocked by the death of Optimus Prime, and to a lesser extent Megatron's, in hindsight this should have come as no suprise. The commercials and trailers were very up front about Prime's demise, to the point of using it as a selling point for the action. Nearly every ad either implied one of them would die ("Does Prime die?", "And, the final confrontation between Megatron and Optimus Prime.") or flat out stated they would die: "A monster planet destroys everything in its path, while Megatron and Prime fight to the death." Stingers plugging the movie were added to the end of a number of toy commercials, receiving the same time frame updates as the main ads. In addition to directly advertising the film, several giveaway contests were held. "The Ultimate Transformers Sweepstakes" was held by various local affiliate stations, each with the same prizes that could be won if you mialed in a postcard. Nickelodeon ran the "Transformers: The Movie contest" while USA Network ran the "Mystery Transformer contest", the latter of which actually required you to solve a word scramble in addtion to sending a postcard. All three contests had movie related prizes, with the cable network giveaways having some nicer onces and grand prizes of electronics. Curiously, these prizes did not include actual movie tickets.

Toy advertising stayed plentiful with the number of ads going up from 12 to 13 (from 10 to 12 if you don't count the ads for the Mini-spy and reflective patch pack-in promotions or the rubsign ad). The style and approach of the ads remained generally consistent. The biggest change was the switch to "standard" Kidmation segments featuring a blond kid transforming via animation into a rather generic looking Ultra Magnus or Galvatron. There's seemingly no rhyme or reason behind which ads got the Ultra Magnus version and which ones got the Galvatron one. The sets were still mostly dirt and rocks, but this time instead of being random piles of dirt in the front yard of a house, they were rocky areas out in the middle of the desert. The Aerialbots/Stunticons and Battlecharger ads are exceptions to this rule, the former taking place in front of house like the 1984 ads and the latter using the same set as the Jumpstarters and Omega Supreme ads. Much like the year before where some of the earlier 1985 ads with first season music were retooled with the season two theme,ads from 1985 were retooled this year with the season three theme. This resulted in a few ads having versions with all three themes! These retooled ads are listed under their original versions above. New theme music wasn't the only audio change. Victor Caroli became the sole narrator on the ads, at least the only one who wasn't a Transformers character. Along with the standard narration, each ad featured some narration from either Peter Cullen or Frank Welker, reprising their roles as Optimus Prime and Megatron respectively. Prime would describe the Autobot characters and Megatron naturally did the same for the Decepticons. This led to some weird micro-continuities where in the world of the commercials, Wreck-Gar and the Junkions are apparently Decepticons and Galvatron and Megatron are not the same bot. These changes were obviously to avoid spoiling the movie, but the toy commercials (and well, pretty much all of the movie advertising) had no such reservations about hinting at Optimus Prime being replaced with Victor Caroli narrrating: "But soon a new Autobot leader will arrive. Introducing Rodimus Prime. No one can take on the Decepticons like Rrrrrodimus Prime!"

Movie

• The Transformers: The Movie promo trailer 4:25 / 4:17 (Japanese Subtitles)

Animation: A number of scenes from the movie including Unicron's devouring of Lithone, Kup telling stories to the Dinobots, Ultra Magnus, Springer and Arcee transforming Autobot City, and Unicron's transformation.

Narration: Victor Caroli tells us how awesome the movie will be by giving away some fairly hefty plot spoilers.

Notes: Created for the purpose of getting potential investors to buy into the movie, this trailer features LOTS of unfinished or ultimately unused animation. Also features several placeholder items including a temp music track featuring cues taken from Star Trek III: The Search for Spock, the voicework for Kup and the Autobot City computer (the latter of which was dropped in the final film), and an early movie logo featuring the word "Movie" in plain red text under the standard The Transformers logo. The subtitled version omits a large portion of Caroli's introductory narration and begins at him naming the movie.

A new motion picture will transform the summer of 1986 into an incredible adventure. Transformers: The Movie. It is the year 2005, and a mysterious planet threatens to devour the galaxy... Kup: "This gigantic igyak came stomping at us out of nowhere." Conceived in the epic tradition of Star Wars, this spectacular animated adventure stars Leonard Nimoy as Galvatron, Robert Stack as Ultra Magnus, Judd Nelson as Hot Rod, and Eric Idle as the Junkion warrior Wreck-Gar. "Battle stations! Battle stations!" And at film's end, when the monstrous planet Unicron, played by Orson Welles, reveals its long held secret by transforming into the most gigantic robot ever, you'll know you've been watching a movie that is destined to bring back audiences again and again. In the summer of 1986, the most exciting adventure in the universe is on planet Earth. Transformers: The Movie.

• The Transformers: The Movie teaser trailer 1:28 - Edited down from the promo trailer and re-soundtracked with some new Victor Caroli narration and Vince DiCola's preliminary version of "Escape" to be sent out to cinemas. The edit removes the hefty spoilers.

A new motion picture will transform the summer of 1986 into an incredible adventure. Transformers: The Movie. An epic story of good versus evil, this spectacular animated adventure stars Leonard Nimoy as Galvatron, Robert Stack as Ultra Magnus, Judd Nelson as Hot Rod, and Eric Idle as the Junkion warrior Wreck-Gar. In the summer of 1986, the most exciting adventure in the universe is on planet Earth. Transformers: The Movie. Coming this summer to a theater near you.

• The Transformers: The Movie theatrical trailer 1:30

Animation: Clips from the movie, starting with the Autobot shuttle launching and the Sharkticon guard pulling the feed-them-to-the-Sharkticons lever. "The Touch" plays across the first half, then Lion's rendition of the theme song covers the second half.

Narration: Victor Caroli introduces the characters and expounds on how great the movie is. Robert Stack and Eric Idle have been dropped from the list of featured performers.

{You've got the touch!} Hold on tight. The most incredible rock and roll adventure ever is here! Quintesson: "Feed him to the Sharkticons." Starring: Judd Nelson as Hot Rod, Leonard Nimoy as Galvatron: "Galvatron." and Orson Welles. Unicron: "I am Unicron." {You've got the motion. You know that when things get too tough, you've got the touch!} Beyond good. Beyond evil. Beyond your wildest imagination. {Transformers!} Transformers: The Movie. {Their battle to destroy the evil forces of...the Decepticons. Transformers! Robots in disguise! Transformers! Transformers! Transformers! More than meets the eye!} Transformers: The Movie. {Transformers!} Coming to a theater near you this August.

• The Transformers: The Movie theatrical trailer 1:25 - An alternate version not only has Caroli dropping the hefty spoilers again during the musical interlude, but actually presenting them as a selling point. This version of the trailer was included on the Japanese promotional VHS tape The Transformers: The Movie - Apocalypse: Be Eternal, Matrix.

{You've got the touch!} Hold on tight. The most incredible rock and roll adventure ever is here! Quintesson: "Feed him to the Sharkticons." Starring: Judd Nelson as Hot Rod, Leonard Nimoy as Galvatron: "Galvatron." and Orson Welles. Unicron: "I am Unicron." {You've got the motion.} It's the ultimate battle between Autobots and Decepticons. {You've got the touch!} Beyond good. Beyond evil. Beyond your wildest imagination. {Transformers!} Transformers: The Movie. {Their battle to destroy the evil forces of...the Decepticons.} New heroes, new villans, in the ultimate Transformer experience! And, the final confrontation between Megatron and Optimus Prime. Transformers! Transformers! The battle between good and evil rages to a new level! {More than meets the eye!} Transformers: The Movie. {Transformers!}

• The Transformers: The Movie TV spots

Animation: Varies depending on length and which campaign it is. The one minute version of the teen campaign starts with "The Touch" playing over the Autobot shuttle launch, Unicron devouring Lithone, and Optimus Prime having The Touch. After this we get the film logo and a switch to Lion's theme playing over excerpts of Unicron's interior, a different angle of Unicron attacking Lithone, a close up of Arbulus and Kranix looking at Unicron in awe, a brief snippet of the end of the tunnel animation from the intro,Megatron transforming to gun mode aboard the Autobot shuttle, Lithonians watching Unicron approach, Jazz and Cliffjumper fleeing on Moonbase 1, Megatron and Optimus Prime's showdown, Ultra Magnus shooting during the Autobot City battle,Wreck-Gar running toward the camera, Hot Rod punching a Sharkticon, Kranix backing away from a Sharkticon, Galvatron arriving at Coronation Starscream, Hot Rod having Daniel ride in style, a Junkion wielding a chain while riding another Junkion, Devastator pulling apart a building, Hot Rod attacking a robosquid and some of Unicron's transformation sequence. The 30 sec teen version retains almost the entire The Touch portion with the Prime portion shortened. The theme half of the ad is drastically shorter, being whittled down to just a shot of Unicron's closed maw, Jazz and Cliffjumper fleeing, bits of the Megatron/Prime battle, Magnus shooting, Galvatron's arrival now placed before Hot Rod and Kranix with the Sharkticons, and ending with Hot Rod picking up Daniel. The first of the two thirty second kid versions is identical to the teen version with the closed maw excerpt replaced by one of the Lithonians running from Unicron. The second of the kid versions, by contrast, changes things up quite a bit more. It starts off with an array of excerpts of Unicron attacking Lithone and the end of the tunnel animation. From there we get the shorted Prime/Touch sequence, "It's over, Prime" and Prime falling, Ultra Magnus shooting, Wreck-Gar running, Hot Rod punching a Sharkticon, part of Unicron's transformation, and Daniel hoverboarding before being picked up by Hot Rod. This one does not have two halves, instead being soundtracked only with the movie theme.

Narration: Depending on the version, The Other Guy: The Movie or Victor Caroli with The Other Guy: The Movie tacked onto the end ("You'll have to see it twice to take it all in! Transformers: The Movie. In theaters...")

Notes: There were three TV advertising campaigns for the movie. One was aimed at teens using a non-Victor Caroli narrator who talked about the "startlingly original story" that would "shock and amaze even the most diehard Transformer fans" and highlighted the celebrity talent involved. The other two were aimed at kids, one being nearly the same as the teen version except the highlighting of the celebrity talent was swapped for emphasizing the scope of the movie: "It's so big, so exciting, you'll have to see it twice to take it all in!"; the other was narrated by Victor Caroli (with the "you'll have to see it twice" claim from the other ad tacked to the end) and focused on selling the intrigue of the movie's various plot points. Several different versions of each campaign's TV spot were produced, updating the amount of time to go until the movie's release. While recordings of every combination of length, "campaign" and "days to go" have not been found, we've listed everything that has been found in the table below:

Version	Length	Link
Opens August 8 Teen	0:60	https://www.youtube.com/watch?v=DYt28T7n1Mc
Opens August 8 Teen	0:30	https://www.youtube.com/watch?v=lyw0Yn6ttpk
Opens in four days Kid 1	0:30	https://www.youtube.com/watch?v=ES2XjRhQ_eY
Opens in four days Kid 2	0:30	https://www.youtube.com/watch?v=4XSgsgDjZt0
Opens in three days Kid 1	0:30	https://www.youtube.com/watch?v=DYt28T7n1Mc&t=235
Opens in three days Kid 2	0:30	https://www.youtube.com/watch?v=DYt28T7n1Mc&t=143
Opens tomorrow Teen	0:60	https://www.youtube.com/watch?v=1IbpFqBXKxg
Opens tomorrow Teen	0:30	https://www.youtube.com/watch?v=h2jn1SCYKY0
Opens tomorrow Kid 1	0:30	https://www.youtube.com/watch?v=lszfvuRcG68
Opens today Kid 1	0:30	https://www.youtube.com/watch?v=DYt28T7n1Mc&t=69
Now playing Teen	0:60	https://www.youtube.com/watch?v=XdR5fKht5LY
Now playing Teen	0:30	https://www.youtube.com/watch?v=eoCH1L7vE5Q
Now playing Kid 2	0:30	https://www.youtube.com/watch?v=DYt28T7n1Mc&t=107

• The Ultimate Transformers Sweepstakes Los Angeles, Cleveland

Animation: Excerpts from The Transformers: The Movie.

Narration: Victor Caroli and various local announcers.

Notes: Victor Caroli promotes the movie and tells us all about the prizes we can win by sending a self addressed stamped envelope to the address given by the local announcer.

Byeond good, beyond evil, beyond your wildest imagination! Transformers: The Movie. A new evil threatens the galaxy in the hottest summer adventure ever! Be part of it! Enter our "Ultimate Transformers Sweepstakes". Grand prize is this stereo cassette player plus movie souveneirs! Over a hundered winners get movie soundtracks or the hit single "The Touch". Get this bumper sticker just for entering. Send a self addressed stamped envelope to <local TV station's P.O. Box address>. Transformers: The Movie, opens everywhere August 8th, rated PG.

• Transformers: The Movie Sweepstakes 45 sec

Animation: Excerpts from The Transformers: The Movie.

Narration: Unknown.

Notes: A narrator tells us about the prizes we could win if we enter the Transformers: The Movie Sweepstakes and how to enter the contest. This contest was sponsored by Hasbro and Nickelodeon.

The battle between the Autobots and Decepticons reaches its ultimate climax this summer on the big screen and when it's all over... Optimus Prime: "One shall stand, one shall fall" A new Transformer will become the chosen one and you can be the chosen one too when you enter and win the 'Transformers: The Movie' Sweepstakes. Grand prize is a complete home entertainment system featuring color TV, stereo component system and more! Plus an album collection from Scotti Bros. Records and Tapes featuring the soundtrack to the Transformers movie. And an actual drawing right from the movie! All it takes to win is a postcard with your name, address, age and phone. Send it to the Transformers: The Movie Sweepstakes P.O. Box 1286 New York, New York, 10116 and get it here by August 21st. Five first prize winners get a Transformers: The Movie collection of robots from Hasbro. Fifty second prize winners get a one year subscription to the Transformers comic book from Marvel. Enter and win the Transformers: The Movie Sweepstakes from Hasbro and Nickelodeon, the place where only kids win!

• Mystery Transformer contest 30 sec

Animation: Excerpts from The Transformers: The Movie.

Narration: Unknown child.

Notes: A word scramble of a Transformer name is shown on the screen with several letters shown in their correct place below it. A kid tells us that if you send a postcard with the correct answer on it, you can win various prizes. The prize pool seems to be a combination of the first and second place prizes from the "Transformers: The Movie Sweepstakes and the grand prize Transformers party from the "Prizes in Disguise" contest, along with a television, VCR and a collection of Transformers videotapes. The ad features an incredibly laid back easy listening tune that is in sharp contrast to the dynamic animation shown from the movie and removing any sense of urgency for getting one's contest entry in.

To enter, just spell the name of the movie's big mystery Transformer. Here are some clues. ONce you've figured out the name, write it down on a postcard along with your name, age, address and home phone number and send it to "Mystery Transformer", P.O. Box 797, New York, New York, 10185. You could win the grand prize of your very own Transformers party with live Transformers as the guests of honor. You'll also get a video entertainment system with a TV, a VCR and Transformers videocassettes. Five first prize winners get their very own collection of twelve Transformers robots and fifty second place winners get a year's subscription to the Transformers comic book. Keep your eyes open for more clues here on the USA Network Kid's Club!

Toys

• Hot Rod, Kup, and Blurr; Cyclonus and Scourge; and Rrrrrodimus Prime. 30 sec

Animation: A running battle in the desert with each character charging in and quipping as the narrator identifies him.

Narration: Victor Caroli.

Kidmation: Kid face to generic Galvatron face.

Toy segment: Rodimus Prime drives along a dirt road in front of a dirt wall. A starburst transition leads us to Rodimus in robot mode standing on a mound of dirt. Next is a jumpcut sequence of Rodimus' trailer being transformed to base mode and then Rodimus is placed behind the gun mount. Cut to a side by side of Cyclonus and Scourge being flown in robot mode front of a rock wall before a transition into Rodimus being flown in robot mode from the other direction. The segment ends with the Kidmation.

Notes: Cameos by Starscream and Skywarp, making this bit of animation yet another one of the pre-TF:TM ancillary stories that contradicts the movie itself. Additionally features an older Hot Rod animation model placing his Autobot symbol above his fire emblem, as it also appears in the movie promo trailer. Frank Welker voices Hot Rod for his single line. Kup and Blurr's voices are provided by John Stephenson and John Moschitta; and while Scourge is voiced by his usual actor Stan Jones, Cyclonus's voice for this spot is unknown.

And new Autobots join Optimus Prime. Kup, "Reminds me of the battle of Beta Four." Hot Rod, "Watch my smoke." And Blurr. "Nowyouseeme. Nowyoudon't." And these are the new Decepticons, the evil Cyclonus "I'm spoiling for a fight." and Scourge. "No one escapes the Sweeps." But soon a new Autobot leader will arrive. Introducing Rodimus Prime. No one can take on the Decepticons like Rrrrrodimus Prime! {Transformers! Robots in disguise.} The Transformers. Each sold separately. From Hasbro.

• Ultra Magnus 30 sec

Animation: Decepticons are attacking the Autobot launch site. With Optimus on Cybertron, it's up to Ultra Magnus! Magnus loads up some 'bots in Autobot City, then rolls out into the desert to fight the Decepticons, plowing through the Combaticons en route.

Narration: Peter Cullen as Optimus Prime and Victor Caroli.

Kidmation: Kid face to generic Ultra Magnus face.

Toy segment: Hot Rod, Smokescreen, Tracks, and Red Alert are loaded in order top to bottom onto Magnus' carrier mode, with a zoom in on the lower level. A close up on Magnus rolling fully loaded past a rockwall is followed by a different angle showing that Magnus is being rolled along an unpaved cliffside road. Mimicking the animation, he runs into the Combaticons (this time it's Swindle, Brawl and Vortex) and knocks them off the edge. The segment ends with a jumpcut sequence of Ultra Magnus' transformation to robot mode and a very short repeat of Ultra Magnus barrelling through the Combaticons.

Notes: Blaster gets his normal voice actor this time around. Ultra Magnus' voice is provided by his season three voice actor, Jack Angel. Cameo appearances by Starscream, Skywarp, Thrust, Dirge; Jazz, Red Alert, Smokescreen; Onslaught, Swindle, Brawl; Tracks.

"Decepticons are attacking our launch site. Where's Prime?" Blaster: "He's on Cybertron. It's up to you, Ultra Magnus." Ultra Magnus: "Autobots, transform and mount up." {When Ultra Magnus rolls - into action - he takes on Decepticons - like no one else can.} Optimus Prime: "Meet Ultra Magnus. As car carrier he can transport four Autobots into battle, but once there he tranforms into my powerful Autobot commander." {The Transformers! Robots in disguise.} The Transformers. Each sold separately. From Hasbro.

• Ultra Magnus 30 sec - Slightly shortened to squeeze in a plug for The Transformers: The Movie narrated by Victor Caroli and Peter Cullen as Optimus Prime. :And coming this summer, Transformers: The Movie. Optimus Prime: "You've never seen anything like it."

• Ultra Magnus and Galvatron 30 sec

Animation: Magnus and Galvatron, along with others, do battle on a highway. Starscream and Skywarp can be glimpsed flying into battle alongside Galvatron!

Narration: Optimus Prime and Megatron.

Kidmation: Kid face to Galvatron face.

Toy segment: A jumpcut transformation sequence of Galvatron going from cannon to robot is followed by a zoom in on his head as his electronic lights and sounds are demonstrated. A clip of Ultra Magnus' loaded carrier mode (re-used from the previous ad) rolls into a ball before expanding into a clip of Ultra Magnus being flown in robot mode (also re-used from the previous ad). Cut to two boys battling with Galvatron's electronics activated and the toys held awakardly above and behind them. Back to the reused loaded Magnus carrier mode clip which does a confetti like transiton to a still shot of Magnus in robot mode standing on a dirt plateau. Galvatron's light and sounds are demoed again, this time in cannon mode before ending with a bordered spray transition to a still shot of Galvatron's robot mode in front of a rock wall.

Notes: Cameos by Jazz, Red Alert, Smokescreen, Tracks (could this be in continuity with the previous commercial?!); Skywarp and Starscream. Galvatron's voice appears to be Frank Welker doing a less-gravely Megatron-like voice. Ultra Magnus' voice is again provided by Jack Angel. Megatron and Galvatron are treated as separate characters to avoid spoiling the fact that Galvatron IS Megatron. For whatever reason, Galvatron firing at Magnus in cannon mode is repeated twice.

{Ultra Magnus!} Optimus Prime: "The courageous Ultra Magnus is a born leader." Ultra Magnus: "We meet at last Galvatron." Galvatron: "And it will be the last time we meet." Megatron: "And Galvatron is Ultra Magnus's sworn enemy." {The Transformers! Robots in disguise.} Megatron: "Galvatron transforms from laser cannon to fighting robot." Optimus Prime: "And Ultra Magnus transforms from huge car carrier to Autobot Commander." {The Transformers! More than meets the eye.} The Transformers. Each sold separately. From Hasbro.

*Ultra Magnus and Galvatron 30 sec - A shortened version of the previous ad which uses a more generic version of the 1986 theme music and includes a tail-end ad for The Transformers: The Movie, narration by The Other Movie Guy. Does Prime die?!

• Springer and Wreck-Gar 30 sec

Animation: Original animation, but the plot draws heavily from The Transformers: The Movie. Springer's shuttle is destroyed by the Revenge; he flies to the surface of Junkion and battles Wreck-Gar and another Junkion.

Narration: Peter Cullen as Optimus Prime describing Springer, Frank Welker as Megatron gleefully describing Wreck-Gar as though he were a Decepticon (and the toy shown has a Decepticon symbol) and Victor Caroli.

Kidmation: Kid face to generic Magnus face.

Toy segment: Wreck-Gar is rolled up a dirt incline in front of a rock wall, leading into his jumpcut transformation sequence. Similarly, Springer arrives in car mode on a dirt platform before going through a jumpcut transformation sequence. The segment ends with two kids battling it out with the toys, standing over a dirt platform.

Notes: Wreck-Gar is voiced by Frank Welker for this commercial, not sounding particularly distinct from Megatron aside from affecting a British accent; his lines are rearranged snippets taken from his lines in the movie. Wreck-Gar's treatment as a Decepticon may have been another attempt to avoid spoiling the plot of the movie à la treating Galvatron as a separate character from Megatron.

Optimus Prime: "His spaceship destroyed by Decepticon fire, Springer, the toughest of the Autobot Triplechangers, crash lands on planet Junkion." Wreck-Gar: "Hurry, hurry, operators are standing by. No welcome wagons. Hello Stranger!" {The Transformers! More than meets the eye.} Megatron: "Junkion Wreck-Gar transforms from motorcycle to robot." Optimus Prime: "And triplechanger Springer transforms from car to helicopter to robot." {The Transformers! Robots in disguise.} The Transformers. Each sold separately. From Hasbro.

• Sharkticons, Kup, Hot Rod and Wheelie 30 sec

Animation: Like the previous commercial, heavily based on the movie. Hot Rod and Kup battle a group of Sharkticons, and Wheelie (who sounds so much like Scrappy-Doo despite Frank Welker still voicing him) arrives to help.

Narration: Peter Cullen as Optimus Prime, Frank Welker as Megatron and Victor Caroli.

Kidmation: Kid face to Galvatron face.

Toy segment: Starts with two kids shoving their Sharkticons into the camera. Hot Rod and Kup drive through a rocky diorama meeting up on pile of dirt from which they are uncerimoniously shoved off by the Sharkticons. The segment ends with a jumpcut transformation sequence.

Notes: Once again, the Hot Rod toy is the prototype magenta color. The toys are consistently referred to as "Sharkticons" and the individual name "Gnaw" is never used.

Optimus Prime: "What could be more terrifying than being Kup and Hot Rod stranded on an alien planet battling the merciless Sharkticons?" "Wheelie say, find friends today!" {The Transformers! More than meets the eye.} Megatron: "Meet the Sharkticons!" {Autobots never faced an evil force worse than the terror of - the Sharkticons! The Transformers! Robots in disguise.} The Transformers. Each sold separately. From Hasbro.

• Sharkticons, Kup, Hot Rod and Wheelie Opens in three days,Opens in two days,Opens today,Now playing - A shortened version of the previous ad with Wheelie and Megatron's lines omitted to make space for a movie plug.

• Aerialbots and Stunticons giftsets 30 sec

Animation: The two teams both arrive in the desert and transform; both combine, and Superion bashes Menasor into a cliff. Menasor's legs are on backwards.

Production code: (animation) MP 1115, Spot 250

Narration: Peter Cullen as Optimus Prime, Frank Welker as Megatron and Victor Caroli.

Kidmation: Bucktooth kid with "freaky green glowing" eyes. Re-used from the third version of the Blaster commercial

Toy segment: Still frames of each of the Aerialbots' alt modes flip around and zoom out into place in a collage of Aerialbot robot modes. This is followed by a jumpcut assembly of Superion and Superion flying in front of a wall. After the Kidmation, a kid pops up from behind a rock holding Menasor and engages in battle with a second kid holding Superion.

Notes: This ad was filmed on a "rocks and dirt in front of a house in the Southwestern US" set but a different one from any of the previous ones. Megatron's dialogue is rather strange switching from narration to ordering the Stunticons to attack as though they can hear him. Megatron's dialogue also includes one hell of a sentence fragment: "Only the Stunticons!" ...only the Stunticons what?

Optimus Prime: "Look, the Aerialbots!" Megatron: "Look, the Stunticons!" Megatron: "Only the Stunticons!" Optimus Prime: "Only the Aerialbots have this kind of teamwork." Megatron: "Stunticons attack!" {Aerialbots wage their battle to destroy the evil forces of the Decepticons. The Transformers! More than meets the eye. The Transformers! Robots in disguise.} Kid 1: "Nobody can stop Menasor!" Kid 2: "Except Superion!" Stunticon and Aerialbot giftsets sold separately. From Hasbro.

• Aerialbots and Stunticons 30 sec - Similar to the previous commercial except that the music has been changed from the Season 2 intro theme to the Season 3 intro and instead of advertising the giftsets at the end, it advertises the individual toys. Like with the 1986 versions of the previous year's Dinobots and Constructicons/Devastator ads, the Kidmation is changed to the 1986 one with a kid's face fold morphing into an Ultra Magnus-like generic robot.
• Aerialbots and Stunticons 30 sec - A shortened version of the ad with a Decoy stinger added to the end. This version would have run in 1987.

• Combaticons/Bruticus and Metroplex 30 sec

Production code: (animation) MP 1115, Spot 257

Animation: The Combaticons fly through a canyon, combine, and attack Metroplex, who transforms to his enormous robot mode and fires at them.

Narration: Peter Cullen as Optimus Prime, Frank Welker as Megatron and Victor Caroli.

Kidmation: Kid face to Galvatron face.

Toy segment: Rocks pull away and the camera zooms in (with jumpcuts halfway through) to reveal Metroplex sitting in base mode on a small rock platform. As Prime describes Metroplex's modes we jump to a shot of his battlestation mode, a jumpcut transformation sequence and Metroplex flying by the ol' rock wall in robot mode. The Combaticons get the bum's rush by comparison. Their portion consists of a close up of Onslaught that zooms out to show all five Combaticons in vehicle mode on a dirt area then a very quick jumpcut assembly of Bruticus. After the Kidmation, we get a closeup of Bruticus flying that leads to two kids transforming Metroplex from city to battle station to robot in another very quick jumpcut sequence. The segment ends with a brief shot of the two kids battling with Metroplex and Bruticus.

Notes: Once again, Megatron switches between narration and giving orders, this time doing it mid-speech. The Combaticon toys used have the same early sticker set that appeared in their original stock photos with a square black sticker in the middle of the Bruticus chestplate, round stickers on the upper "wings" of the chestplate, white stickers on the lower wings, Onslaught's thigh stickers having different colors and Swindle's chest stickers having yellow rectangles instead of blue. The jumpcut assembly of Bruticus appears to have been cutoff early (or perhaps they just missed a step) as his head is never placed over Onslaught's.

Megatron: "Only we have a military attack group like the Combaticons. Transform Combaticons and attack the new Autobot city!" {The Transformers! More than meets the eye.} Optimus Prime: "Autobots, this is our new city Metroplex! It can transform into a battle station and then transform again into the giagantic Metroplex himself." Megatron: "But the Combaticons can combine to form Bruticus!" {Robots in disguise.} Kid 1: "Decepticons attack!" Kid 2: "Transform Metroplex!" {The Transformers!} Each sold separately. From Hasbro.

• Combaticons/Bruticus and Metroplex 30 sec - Slightly shortened to include a plug for the movie.

• Protectobots/Defensor and Trypticon 30 sec

Production code: (animation) MP 1139, Spot 309

Animation: The Protectobots drive down a road towards the Decepticons' massive new base, transform and attack. Astrotrain's voice commands the base to transform into battle station mode; the Protectobots become Defensor and fire back. Trypticon changes to dinosaur mode and blasts fire-breath at Defensor.

Narration: Peter Cullen as Optimus Prime, Frank Welker as Megatron and Victor Caroli.

Kidmation: Kid face to Galvatron face.

Toy segment: Starts with a zoom in on Trypticon's city mode on a platform in a rocky area, similar to the Metroplex one but sans revealing rocks and jumpcuts. Afer a jumpcut transformation sequence to Trypticon's battlestation mode, a collage of the Protectobots flying in robot mode warps into a ball and then unwarps into Defensor flying. After a brief snippet of animated Defensor firing, we see Trypticon's head rotate around to complete his transformation to dinosaur mode and a clip of Trypticon breathing fire. After the last bit of animation, two kids playing with the toys are very affected by the sight of toy Trypticon knocking over Defensor via his motorized walk.

Notes: The area where Trypticon's toy is shown in city mode is more desolate than the one in the Metroplex ad, with what looks to be several "stumps" of trees cut down at the three foot/one meter height range in the background.

Optimus Prime: "That's it, Trypticon, the new Decepticon city." Hot Spot: "It's enormous!" First Aid: "That never stopped the Protectobots before!" Astrotrain: "Transform Trypticon!" Megatron: "The awesome new Decepticon city Trypticon can transform into an incredible battle station." Kid: "Transform the Protectobots!" Optimus Prime: "But the Protectobots can transform into Defensor!" Megatron: "But, Trypticon can transform again into a dinosaur!" {The Transformers! Robots in disguise.} The Transformers. Batteries not included. From Hasbro.

• Predacons 30 sec

Production code: (animation) MP 1138, Spot 296

Animation: The Dinobots barrel over Skywarp, Thundercracker and Starscream; the Predacons charge in to counter the Dinobots, transforming into robot mode and then combining into Predaking before flying fist first into the camera.

Narration: Frank Welker as Megatron and Victor Caroli.

Kidmation: Kid face to generic Magnus face.

Toy segment: Headstrong, Tantrum and Divebomb each get a jumpcut sequence where a shot of them flying in robot mode peels back from the center to reveal their alternate mode shoved into the camera. The last alternate mode still, Divebomb's, pans back to become the center of a collage of Predacon alternate modes. The collage rolls into a spinning cylinder before unrolling into Predaking flying in front of a rock wall. After the Kidmation, Snarl (at an angle reminiscent of Jazzy Jeff being physically tossed out of the house on The Fresh Prince of Bel-Air) and Grimlock are shown flying in front of rock wall in separate shots. Predaking flies in from the other direction and the kid holding him clashes with another kid holding Swoop. The remaining four Dinobots sit idly below on a dirt platform.

Notes: Snarl is missing from the animated Dinobots. He was also missing from previous commercials featuring the Dinobots. He did make it into the toy footage though. Sludge also gets his first toy segment appearance.

Megatron: "Few Decepticons can stand up to the Dinobots, but the Predacons can! The Predacons not only transform into robots but into one gigantic robot! Predaking!" {The Transformers! More than meets the eye.} Kid 1: "Transform the Predacons!" {The Transformers! Robots in disguise} Kid 1: "It's the Dinobots!" Kid 2: "Can't stop Predaking!" The Transformers. Each sold separately. From Hasbro.

• Sky Lynx 30 sec

Animation: Predaking smashes through a mountain to attack the Dinobots. Slag notices Predaking and Grimlock thinks they're in trouble, but then Sky Lynx swoops in to save the day.

Narration: Peter Cullen as Optimus Prime and Victor Caroli.

Kidmation: Kid face to generic Magnus face.

Toy segment: Sky Lynx's shuttle component flies through the air before a jumpcut docks it on his transporter half. We then get a jumpcut transformation sequence showing the shuttle converted to bird, the Lynx mode of the transporter half, and finally the combined form. After Kidmation, a kid swoops down Predaking onto the dirt platform where Sky Lynx's combined from stands. After Predaking lands, Sky Lynx "stops" him by slowly walking into him.

Notes: Impressively, in the clip of the shuttle being docked onto the crawler transporter, the transporter is moving the entire time. Like the Ultra Magnus commercials, this one could actually be in continuity with the Predacon commercial, which ended with the Predacons combining. Slag (Neil Ross) and Grimlock (Gregg Berger) both have their cartoon voices (well, the higher-pitched voice that Slag had in Season 3.)

Slag: "Look, it's Predaking!" Grimlock: "Me Grimlock think we in big trouble!" Slag: "Not to worry, here comes Sky Lynx!" {The Transformers! More than meets the eye.} Optimus Prime: "Meet Skylynx. This ferocious motorized Autobot triple changes from space shuttle...to bird and lynx and then combines to form Sky Lynx." Kid 1: "Predaking's attacking." Kid 2: "Sky Lynx'll stop him!" The Transformers. Batteries not included. From Hasbro.

• Triple Changers - Sandstorm, Broadside and Octane 30 sec

Production code: (animation) MP 1138, Spot 295

Animation: Blitzwing and Astrotrain attack Powerglide and Warpath; Sandstorm and Broadside change repeatedly as they travel over water and land. This ends with Sandstorm driving off a ramp-like cliff and transforming into a helicopter to take on Astrotrain and Blitzwing alongside Broadside in jet mode.

Narration: Victor Caroli

Kidmation: Kid face to generic Magnus face.

Toy segment: Sandstorm's buggy mode rolls along a ridge as the narrator starts naming off his modes and we get jumpcuts to his other two modes flying. Broadside's aircraft carrier mode rests on the same ridge as his transformations are named and shown flying. We then get a transition to a scene of two kids swooping the Autobot triple changers in robot mode down on Octane in tanker mode as third kid drives him along the same ridge we saw earlier. A jumpcut shows a close up on Octane's tanker mode rolling on the ridge followed by cuts to shots of his other two modes flying while Caroli names them. The last Octane shot gets sucked into the center of the screen to transition to another battle scene with the three kids.

Notes: The commercial uses the alternate character model for Broadside, also used in Carnage in C-Minor.

Pinned down one time too many by Astrotrain and Blitzwing, the Autobots build their own triple changers. {Autobot - triple changers battling - the triple changers of - the Decepticons!} Triple changer Sandstorm transforms from dune buggy to copter to robot and Broadside transforms from carrier to jet to robot, to fight Decepticon triple changer Octane who transforms from tanker to jumbo jet to robot. {The Transformers! Robots in disguise.} The Transformers. From Hasbro.

• Triple Changers - Sandstorm, Broadside and Octane 30 sec - An edited version of the previous spot with the animated segment shorted in order to fit in a tail-end plug for the movie.

• Battlechargers 30 sec

Animation: Amid a field of erupting volcanoes, Ultra Magnus and his usual team of Autobots (Jazz, Smokescreen, Red Alert and Tracks) transform and march forward in lock-step, prompting Megatron to order the Battlechargers to attack. Runabout and Runamuck drive off a cliff; Runabout transforms with a green grid effect and fires.

Narration: Frank Welker as Megatron and Victor Caroli.

Kidmation: Kid face to Galvatron face.

Toy segment: The Battlechargers and pulled back and released. This causes a kid to whip his head around to follow them as they zoom along and transform upon a black floor with a futuristic white grid pattern. The transformation is immediately repeated with streaking effects comprised of a trail of the toys' upper torsos. This is followed by Runamuck being released to zoom and transform on his own. We then get a different clip of both toys being pulled back and released, with a longer lengthwise look at the toys' vehicle modes rolling along before cutting to the front end angle for the transformation. Again the transformation is repeated with the trailing effect but instead of the kid whipping his head around, he's merely follows with his eyes. We then see Runabout pulled back with highlighting and smoking effects added to his wheels. The kid whips his head around again to see Runabout transforming with the trailing effect. We then get a sequence of jumpcuts starting with a closeup of Runabout's head before switching to shots of Runamuck's gun being equipped and then Runabout's. The last cut is to a shot of Runabout being converted to car mode. Hot Rod flashes across the screen as we see two kids rolling the Battlechargers. One of them yells "It's the Autobots!" as we see two kids approach holding the aforementioned Hot Rod and...Scourge? "Battlechargers attack!"

Notes: The set from the Jumpstarters and Omega Supreme ads is back.

Megatron: "Look! It's Ultra Magnus and the Autobots. Battlechargers attack!" {Nobody jumps into action - faster than - Battlechargers!} Megatron: "My Battlechargers will crush the Autobots!" {Nobody jumps into action - faster than - Battlechargers! More than meets the eye. The Transformers! Robots in disguise.} Kid 1: "It's the Autobots!" Kid 2: "Battlechargers, attack!" The Transformers. Sold separately. From Hasbro.

Cartoon

• Cartoon promo 1 30 sec

Animation: Various Season One and Two excerpts.

Narration: Victor Caroli, various local TV station announcers.

Notes: Uses the season three/season four theme.

Megatron: "I have a plan to finish all the Autobots!" {The Transformers! More than meets the eye. The Transformers! Robots in disguise.} The incredible story of the Transformers continues as heroic Autobots battle evil Decepticons every Monday through Friday. Megatron: "We'll be waiting!" {The Transformers! More than meets the eye.}

• Cartoon promo 2 30 sec, 10 sec

Animation: Various Season Two excerpts.

Narration: Victor Caroli, various local TV station announcers.

Notes: Uses the season three/season four theme.

Onslaught: "Annhilate the Aerialbots!" Optimus Prime: "Not if we can help it!" {The Transformers! More than meets the eye. The Transformers! Robots in disguise.} It's the incredible adventures of the Transformers. Watch as heroic Autobots bravely battle evil Decepticons every Monday through Friday. Don't miss a single day! {The Transformers! More than meets the eye.}

• EMERGENCY AUTOBOT ALERT 10 sec – Excerpts of Optimus Prime at Moonbase 1 and Prime vs. Megatron, soundtracked with a Peter Cullen as Optimus Prime narration that is uncharacteristically arrogant.

Notes: This promo reassuring traumatized fans that Optimus Prime would return was shown as early as the first airing of "Starscream's Ghost" on October 2, 1986, less than two months after the release of The Transformers: The Movie.

Optimus Prime: "Heroes never die. I, Optimus Prime, can never be conquered!" Catch the surprise return of Optimus Prime. Coming soon to The Transformers.

Other

• Prizes in Disguise contest/reflective patches 30 sec

Animation: Jazz and Cosmos land on a plateau and request that the dark blobs moving below identify themselves. Spike replies that it's him and some friends. Jazz, Cosmos, Tracks and Smokescreen shine their lights to reveal that it is in "Spike and friends" and they are wearing Transformers reflective patches. Spike and his friends subsequently follow Cosmos into the Autobot base.

Narration: Victor Caroli.

Kidmation: Kid face to generic Magnus face; also, a kid saying "Robots in Disguise" through the Voice Changer.

Notes: The appearance of Tracks and Smokescreen is a bit more than the cameo in the background of a single shot it would initially appear to be. The shot of Spike and friends being illuminated has beams of light coming from five different directions which means that Tracks and Smokescreen must be joining in. But that's only four Autobots which means a fifth unidentified Autobot must be there as well. Between the animation and the Ultra Magnus Kidmation we get a quick shot of a kid turning to face the camera (and a spotlight) while wearing a sweatshirt covered in relective patches while standing in front of a white picket fence. The lighting is dim outside of the spotlight, presumably to highlight the patches and echo the nighttime setting of the animated segment. After the Kidmation, we see two other kids (one in a solid red shirt the other in a white shirt with red sleeves) standing in front of a peg wall of 1985 and 1986 Minibots. One of them grabs a Seaspray and turns to look at the back, alongside his friend looking at the back of Swerve. When he turns it is revealed that behind them is a set of shelves containing larger Transformers. The top shelf has Soundwave along with a number of each of the four Deluxe Insecticons. The middle shelf is full of Jetfires while the bottom shelf has Omega Supreme. Standard cartoon voices for Spike, Jazz and Cosmos. Background cameos by Tracks and Smokescreen. Next we see a kid wearing a blue sweatshirt over a dress shirt (different kid from the first segment) run into a room holding carded Swerve and Skydive to announce to the kid in the red shirt from the previous segment: "I got a free reflective patch!". Cut to the night time fence scene from the first segment and the second blue shirted kid and the other kid from the store segment show off their Superion and Omega Supreme patches on their shoulders while yelling out the character names. After this we get a demonstration of a Blitzwing patch being ironed onto some sort of black fabric. As the narration goes on to talk about the prizes, we see scenes of a kid's birthday party in a wooded area with performers in Thundercracker and Jazz costumes (similar if not identical to those from the Universal Studios Tour), a kid talking into the Electronic Voice Changer, and the same stock footage of the Action Cards from the 1985 ad stingers. The ad ends with a scene of kids running up to the peg wall to grab Transformers. This wider shot reveals that in addition to Minibot pegs there is also a column of Stunticon and Aerialbot limbs. This ad is INCREDIBLY consistent in featuring the patches. EVERY single kid visible in the ad, animated and live action, has at least one patch on their shirt. This even includes the party scene and the kid using the voice changer! While Spike and the friend to his left have Autobot patches (Ultra Magnus and Omega Supreme, respectively), the friend on the other side has a Blitzwing patch! Since all three follow Cosmos into the base, the Autobots must not have held it against him.

Cosmos: "Who goes there?" Spike: "Spike and friends!" Jazz: "Shine a light on them, they're wearing Transformers reflective patches." Cosmos: "Okay!" {The Transformers. Robots in Disguise!} In the Transformers Prizes in Disguise game everyone's a winner! "I got a free reflective patch!" "Superion!" "Omega Supreme!" And eight more. And your patch may disguise an instant prize, like a party with life-sized Transformers or electronic voice changers. "Robots in disguise." Or Transformers Action cards. Get Transformers reflective patches and game details free in specially marked packages. From Hasbro.

• Funpals Underoos 30 sec

Kidmation: Three different kids turn into animated versions of the lead good guy from the toyline that corresponds to their underwear while growling that line's catchphrase and the name of the good guy. The last of the three is Freddy, who pulls on his Transformers Underoos and turns into Optimus Prime while growling "MORE than meets the eye! The Transformers!".

Notes: The animation model used for Optimus Prime has design simplifications which make it very similar to the animation model used in the actual cartoons. The coloring of the model however, is based off Prime's package art. It oddly deviates by coloring the upper legs blue, and having a white line just under his forehead crest.

"Freddy, what are you doing up there?"

• Cookie Crisp "Transformer Game" giveaway 30 sec

Notes: A standard mid-80's Cookie Crisp ad with a stinger promoting the giveaway of Jazz action figures. The figure shown in the ad appears to be the same as the figure that would be sent out, having modified door stickers and lacking the other Martini Racing decals. The stinger features a kid in a featureless room playing with his Jazz figure, racing it down the middle of a large table on what looks to be a paper mockup of a white road with yellow and red stripes in the center. After racing it, he transforms Jazz and moves him around in various ways. The kid stops in the middle of playing with Jazz to look surprised as he pulls out a game piece from a box of Cookie Crisp.

Kids: "The Cookie Crook!" Cookie Crook: "Just checking the traffic." Cookie Cop: "Cookie Crook! This scheme to get Cookie Crisp isn't taking off!" Cookie Crook: "Can you blame me? It looks like little chocolate chip cookies!" Cookie Cop: "And it's part of this complete breakfast." {If you like cookies, you'll love Cookie Crisp!} You could be an instant winner of a Jazz Transformer. Millions will enter, twenty-five thousand may win. There's a free game card in specially marked boxes of Cookie Crisp cereal. Or write to post office box eighty-five twelve Westport, Connecticut, O-five-six-eight-eight-eight.

1987

Even with the cartoon being limited to just three new episodes 1987 did not see a significant drop in new toy commercials, boasting eleven ads of its own. While evidence of 1986 ads being continued into 1987 is scant, there is known to be a decoy stinger version of the Aerialbots and Stunticons ad. As a result of the cartoon's cancellation, the animated segments from 1987 to the line's end in 1990 pretty much all depict separate microcontinuities or, if you prefer, one large one. Concepts exclusive to the 1987 ads include: The Autobot and Decepticon Headmasters having entirely different heads before becoming Headmasters, Galvatron being the creator of the Horrorcons, Punch seemingly playing both the Autobots and the Decepticons (as opposed to being an Autobot spy), and the Monsterbots having been created as the result of an Autobot lab accident. Many of the live-action segments for the 1987 toy commercials showed kids playing with the toys in a rocky, doom-laden environment, replete with constant flashes of lightning illuminating the toys. It is possible this is meant to be Nebulos, given the way that planet is portrayed in the animated segments. The ads moved away from showing the kids on screen, instead opting to show only their hands holding the toys more often than not. The Kidmation has changed again, this time all ads used the same segment of a kid jumping in the air and flipping, turning into a stop-motion Ultra Magnus as he does so. The animation for these ads also start becoming more and more anime-like in their designs and animation style from here on out (think the Headmasters anime, but with better and more expensive animation). Likely due to animator influence from series regular Satoshi Urushihara and his partner Kinji Yoshimoto, who by this point were both working with another Japanese animation house, AIC (Though whether or not the studio also assisted with the ads is currently unknown).

Appropriately, given the events of The Transformers: The Movie, no longer are Optimus Prime and Megatron narrating the ads and describing the new characters/toys. Instead, those descriptions were now mostly given via discussions between Ultra Magnus and Rodimus Prime or ranting by Galvatron (either explicitly to Cyclonus or to an implied unseen and unheard Decepticon underling). Existing major characters continued to have speaking lines in the animation, but new, more minor ones like Hun-Grr, Punch and even unnamed generics began to get some speaking lines. Either due to budget limitations or the fact that most of these characters had few, if any, appearances in the cartoon thanks to the truncation of Season Four, they were not reprised by their series actors. Who the other actors were is largely unknown, but at least a handful of lines over the remainder of the line's run were recorded by voice director Wally Burr. This year would also mark the departure from using the cartoon theme song for the jingle. Again this likely related to the truncation of Season 4, with it re-using the Season 3 theme song. Instead, a brand new jingle was created that still utilized the taglines and feel of the earlier songs but put its own spin on it: "The Transformers! More much more than meets the eye! The Transformers! Robots in disguise!". The beginning would be modified for the year's two major subgroups, the Headmasters (Head. Mas. ter. Trans. Formers!) and the Targetmasters (Target-master Transformers!). The Targetmaster version even had its own completely unique universe describing the gimmick: "Two Transformers out of one! The vehicle transforms and so does the gun!".

Cartoon advertising seems to have been limited to promoting the episode The Return of Optimus Prime as nothing has turned up so far for the Rebrith. This is unusual for the original series as no other episode got a dedicated promo, suggesting that Hasbro really wanted to get the word out after the backlash from Prime's death. Commercials were run for both the actual two days of airing as well as the entire week of airing. They even went so far as to have a stinger at the end of several episodes promoting the impending "surprise" return of Optimus Prime.

Comics

• Headmasters comic book 30 sec

Production code: MP 1163, Spot 346

Animation: The post-Movie Autobots and Decepticons shoot it out on Cybertron: Galvatron and Scourge fire on Blurr and Rodimus; Springer grapples with Soundwave; Ultra Magnus...stands there. Two teams "blast" their way to Nebulos. The Autobots detach their heads, which are replaced by "the intelligent Nebulons". The Decepticons do the same. Scorponok and Fortress Maximus slug it out; the Targetmasters charge at each other and transform.

Narration: Victor Caroli.

Notes: Features completely random, made-up heads for the pre-Headmaster robots.

In the midst of the Cybertronian war, special mission teams of Autobots and Decepticons blasted their way to planet Nebulon. There, the powerful Transformers let the intelligent Nebulons become the heads of their robots. {Head. Mas. ter. Trans. Formers! More, much more than meets the eye!} But the Headmasters were still Autobots and Decepticons and fierce new battles erupted. Follow the adventures of the Headmaster Transformers and the equally incredible Targetmaster Transformers in Marvel Comics.

Toys

• Headmasters 30 sec

Animation: The four Autobot Headmaster Nebulans climb into their respective partners, who are parked in vehicle mode in a base; they roll out and clash with the three Headmaster Decepticons. Includes particularly nice closeups of Monzo and Stylor.

Narration: Victor Caroli, Rodimus Prime and Ultra Magnus narrate. (well, Rodimus actually spews out a series of nearly incomprehensible lines.)

Kidmation: A kid leaps and flips, turning into a stop-motion version of Ultra Magnus's toy.

Toy segment: With "lightning" flashing, Arcana is removed from Brainstorm's cockpit, transformed to head mode and plugged in, revealing the readout of his power. Two halves of the next scene flip up to reveal a top down view of Highbrow and Brainstorm flying. The center pulls out to all four corners for the next transition, this time we have Brainstorm and Highbrow landning on a rocky step above Hardhead and Chromedome. A lightning animation is used to suddenly reveal the Autobots' robot modes. Kidmation is next followed by a replay of Arcana being plugged into Brainstorm. The ad ends with Highbrow and Hardhead knocking down Weirdwolf and Skullcruncher.

Notes: Ultra Magnus and Rodimus Prime's voices are provided by their usual series actors Jack Angel and Dick Gautier. The ad starts with a practical effects asteroid, which has a hole in the middle of it, flipping over and over as it zooms past the camera to reveal a burning CGI sun behind it.

"Let's search that planet, Magnus! We've got to find them! With their help, we can defeat the Decepticons!" Ultra Magnus: "Look, it's the Headmaster Autobots!" Rodimus: "Incredible!" Ultra Magnus: "Yes, the driver of the vehicle actually becomes the head of the robot." {Head. Mas. ter. Trans. Formers! More, much more than meets the eye! The Transformers! Robots in disguise.} Each Headmaster Autobot displays a readout of its power. Nothing's better than going into battle with Headmaster Transformers. Sold separately. From Hasbro.

• Decepticon Headmasters 30 sec

Animation: At the secret base of the Headmaster Decepticons, the "trainers" are putting Skullcrucher, Weirdwolf and Mindwipe through their paces, having them jump through hoops and smash through rock statues of the Autobot Headmasters, Hot Rod and Blurr. Yes, the "trainer" concept actually made it into animation. They are referred to as trainers by the narration and even carry whips!

Narration: Galvatron, Victor Caroli.

Kidmation: Kid to stop-motion Magnus toy.

Toy segment: Grax is removed from Skullcruncher's mouth and plugged into his chest to reveal his readout. Jumpcut to Midwipe flying before the frame slides over to show Weirdwolf flying...in wolf mode. Both land on the upper level of the same rock Skullcruncher is sitting on. Once again a lightning animation is used to jumpcut to the robot modes in the same location. After the Kidmation, we get a replay of the readout reveal followed by Weirdwolf and Mindwipe taking down Chromedome and Brainstorm.

Notes: Once again the ad opens with the asteroid bit. The Skullcruncher toy is a prototype version with striped readout bars instead of solid purple.

Galavtron: "There it is! The secret base of the Headmaster Decepticons! Only with their help can we destroy the Autobots! Look! Yes, the trainer of the beast becomes the head of the robot." {Head. Mas. ter. Trans. Formers! More, much more than meets the eye! The Transformers! Robots in disguise.} And each Headmaster Decepticon displays a readout of its power! Nothing's better than going into battle with these Transformers! Headmaster Decepticons sold separately. From Hasbro.

• Headmaster Horrorcons 30 sec

Production code: (animation) MP 1179, Spot 371

Animation: Apeface and Snapdragon fly into a canyon and transform to robot mode, then change to beast mode and charge, spewing fire and swinging rocks around.

Narration: Victor Caroli.

Kidmation: Extreme closeup of a kid's eye, with a camera pull-out emerging from the pupil. This is mainly a scene transition with no "Robots in disguise!" voice or other distinct audio.

Toy segment: In side by side comparisons, Apeface and Snapdragon land on a rocky area in their flying altmodes, then stand in robot mode and then in beast mode. The Kidmation transitions us to Krunk being removed from Snapdragon's dragon mode. Krunk is transformed to robot mode then, following a top down shot of Snapdragon's plane mode flying, is removed from the cockpit. Krunk is transformed to head mode and plugged into Snapdragon's chest to reveal the readout of his "Decepticon power". The ad ends with a close up as two kids pit the Horrorcons against Hardhead and Brainstorm in a slapfight battle.

Notes: In another example of microcontinuity, Galvatron is credited with the creation of the Horrorcons, whereas other media has them sharing the same origins as the other Headmasters. The Snapdragon toy used is a early version, sporting the same striped readout bars as Skullcruncher did in the Decepticon Headmaster ad.

Deep in the canyons of Nebulon, Galvatron creates Headmaster Horrorcons. Fiercest Decepticons of them all. {Head. Mas. ter. Trans. Formers! More, much more than meets the eye!} With Headmaster Horrorcons, the jaws of the beast become the pilot of the plane, and the pilot of the plane becomes the head of the robot! And when the head enters the robot's body you get a readout of its Decepticon power. Kid 1: "Destroy the Autobots!" Kid 2: "Never!" {Head. Mas. ter. Trans. Formers!} Now with Horrorcons! From Hasbro.

• Targetmasters 30 sec

Production code: (animation) MP 1163, Spot 344

Animation: Live-action set of a rocky planet with something crashing into it and causing an explosion. We see more explosions on the planet's surface. Cel: on Cybertron(?), Crosshairs and Sureshot get strafed by Triggerhappy, who transforms and grapples with Sureshot, while their guns do the same. Crosshairs drives forward; he and Pinpointer transform and run, then both get tackled by Misfire and Aimless.

Narration: Galvatron, Ultra Magnus, and Victor Caroli.

Kidmation: Kid flips and becomes stop-motion Ultra Magnus toy.

Toy segment: As "lightning" flashes, Crosshairs sits on a rocky platform with Pinpointer plugged into his roof. This leads into a jumpcut sequence of first Pinpointer then Crosshairs transforming. Slugslinger and Caliburst get the same treatment. We then get a quick battle scene of Slugslinger and Misfire knocking down Crosshairs and Sureshot. The ad ends with Spoilsport being removed from Sureshot's hood and transformed.

Notes: While Slugslinger and Caliburst get a brief animated appearance in alt mode as they swoop through between the two sets of Targetmaster/partner battles, Pointblank and Peacemaker get left out completely. Part of the animated footage from this commercial would end up being used in the opening sequences of The Rebirth three-part mini-series.

Galvatron: "Surrender Magnus or be destroyed!" Ultra Magnus: "No Galvatron! We too have Targetmaster Transformers!" {Tar-get-master Transformers! Two Trans-for-mers, out of one! The vehicle transforms and so does the guuuun! Tar-get-master Transformers! More much more than meets the eye!} That's right, each one becomes two. {Robots in disguise.} Targetmaster Autobots and Decepticons sold separately. From Hasbro.

• Sixshot 30 sec

Production code: (animation) MP 1167, Spot 353

Animation: Rodimus Prime and Galvatron lead their teams in battle; Sixshot attacks and runs through his various modes, as Galvatron describes them and Cyclonus counts them off.

Narration: Victor Caroli.

Kidmation: None.

Toy segment: A jumpcut montage of the final step of the transformation for each of Sixshot's modes. This is followed by three kids talking about how many modes they figured out as the toy spontaneously switches (via jump cutting) between modes on their outstreched hands. A counter is shown in the upper right hand corner as each mode the kids figured out is shown.

Notes: Cameos by Kup, Wheelie, Blurr, Scourge. Galvatron has his usual cartoon voice, but Cyclonus does not. A deeper version of the substitute Cyclonus voice is also used for Sixshot (while not confirmed, Cyclonus sounds like Neil Ross, and Sixshot like Wally Burr). Also, atypically for animators Toei, Cyclonus' earlier pre-production character model as most often seen in AKOM-animated episodes is used. Surprisingly, the kid who got three was able to work out the tank, winged wolf and laser pistol modes but not the robot mode.

Cyclonus: "Autobot attack!" Galvatron: "Sixshot'll stop them. Sixshot's a one robot army! He's a jet fighter." Cyclonus: "That's one." Galvatron: "A rocket car." Cyclonus: "That's two." Galvatron: "He's a tank!" Cyclonus: "Three!" Galvatron: "A winged wolf." Cyclonus: "Four!" Galvatron: "A laser pistol!!" Cyclonus: "Five!" Galvatron: "And a robot." Cyclonus: "That's six!" Sixshot: "Sixshot's my name!" There's never been a Transformer like him. {The Transformers! More muchmore than meets the eye!} Kid 1: "I can do four." Kid 2: "I got three!" Kid 3: "I figured out five!" Sixshot, the most challenging Transformer of them all! From Hasbro.

• Scorponok 30 sec

Production code: (animation) MP 1180, Spot 373

Animation: Galvatron runs (with comical sped up animation and rapid patter sound effects) down a ramp as Scorponok transforms from base to scorpion to repulse the Technobots; the Technobots combine, and get hit with a rock thrown by Scorponok.

Narration: Victor Caroli.

Kidmation: None.

Toy segment: Scorponok sits in base mode atop a rocky platform (not unlike Metroplex and Trypticon) as lighting flashes and the platform rotates. The center pulls out to the four corners to reveal a sequence showing off the various features of the base and the intial view of the scorpion mode. The camera never stops rotating through the sequence, even when there's a jumpcut. After all the spinning we see a demonstration of his scorpion legs moving as he rolls along the ground and his capture claws grabbing First Aid. We then see Zarak transformed and plugged into the robot mode, showing off his readout. We end on a brief battle scene with a kid walking Scorponok in robot mode towards Computron.

Notes: Naturally, Zarak is visible running around as Scorponok transforms. It's not clear who's meant to be speaking the first line in the animation. The voice is same one used for one of the Technobots (presumably Scattershot) later in the ad, but the wording of the line makes more sense if it's spoken by someone other than a Technobot. On the subject of voices, Galvatron's is provided by Frank Welker as usual but Scattershot's is not quite the same as his normal voice. It is very close though and based upon this and the logical conclusion that the group's leader would be the one to instruct them to combine, Scattershot is most likely the intended speaker. Like the toys used in the other Decepticon Headmaster commercials, Scorponok is an early version with striped bars in his read out. In a nice touch of continuity with the Decepticon Headmasters commercial, Zarak is referred to as Scorponok's trainer by the narration.

Scattershot(?): "Technobots approaching!" Galvatron: "Transform Scorponok! My triple changer Headmaster base will stop them!" Scattershot: "Form Computron!" Galvatron: "Transform again and destroy Computron!" {Head. Mas. ter. Trans. Formers! More, muchmore than meets the eye!} The base has twin towers and ramps to launch cars! Galvatron: "Transform!" And now it's a beast with capture claws and a trainer who becomes... Galvatron: "TRANSFORM!" the HEAD of its robot! {Head. Mas. ter. Trans. Formers!} The Transformers. From Hasbro.

• Technobots and Terrorcons 30 sec

Production code: (animation) MP 1167, Spot 352

Animation: The Terrorcons are on the move on what looks like prehistoric Earth with multiple smoking volcanos in the distance. Hun-Gurrr falls into a pit trap, causing Scattershot to approach and transform but he's interrupted by Rippersnapper throwing rocks. Nosecone, Lightspeed and Afterburner race to the scene and transform, then put up a force field to deflect one of the rocks. Sinnertwin steps into a snare trap tethered to Strafe. Rippersnapper and Blot back the Technobots up to a nearby base, in front of which appears to be Hun-Gurrr inside a cage. Strafe flies overhead with Sinnertwin still tethered.

Narration: Victor Caroli.

Kidmation: Kid to stop-motion Ultra Magnus.

Toy segment: The segment starts with Hun-Gurrr flying in dragon mode in front of a rock wall and then Scattershot flying in jet mode from the opposite direction. Scattershot's weapon is deployed before a jumpcut to two kids playing with one of them swooping Scattershot down on Hun-Gurr. The center pulls out to the four corners to reveal a sequence of close ups of each of the Terrorcon limbs' alt modes. Cutthroat is last, with his panel being zoomed out on as it flips around into place in a grid of the four limbs in robot mode with Hun-Gurr's robot mode super imposed in the middle. The grid turns into a ball and then re-expands to show Abominus flying. A static transition shows us the five Technobot alt modes in the same grid style as the Terrorcons were. The grid rolls into a cylinder then unrolls to reveal a shot of Computron flying. We then end on a very brief snippet of two kids battling with the combined robots in a very out of place and sterile looking set with a light colored background and a set of white platforms.

Notes: Cutthroat is present in the opening scene of the animation, but isn't seen after that. The Autobot base bears some similarities to Fortress Maximus but is completely grey/silver, appears to not have armaments, and may be missing the ramp on the left side (though the angles we get make it difficult to tell for sure). It's similar enough that it's probably safe to say it's at least using Fort Max's animation model, albeit possibly misdrawn. Rodimus and Ultra Magnus's voices are provided by their regular series actors, Dick Gautier and Jack Angel respectively.

Rodimus Prime: "Magnus look!" Ultra Magnus: "I've never seen Decepticons as vicious as those monstrous Terrorcons." Rodimus Prime: "Lucky we have the Technobots!" Ultra Magnus: "Yeah, but those hi-tech heroes are in for one horrific battle!" {The Transformers! More much more than meets the eye!} Out of monstrous Terrorcon beasts comes the incredible Abominus, to battle the fearless and futuristic Computron. {The Transformers! Robots in disguise.} The Transformers. Sold separately. From Hasbro.

• Technobots and Terrorcons 30 sec - A slightly shortened version of the regular ad in order to fit a plug for Decoys at the end.

• Punch/Counterpunch and Clones 30 sec

Production code: (animation) MP 1167, Spot 354

Animation: Punch informs Rodimus that he can trust him, transforms to car mode, rolls out of the base and promptly transforms to Counterpunch and tells the waiting Galvatron that he can trust him. The Decepticon Clones run through a rocky landscape in perfect step and open fire on the Autobot clones, then both groups transform.

Narration: Victor Caroli.

Kidmation: None.

Toy segment: The double spy rolls down a dirt hill in car mode. Sliding in from left, we see his transformation. First to Punch then, after a frame flip, to Counterpunch. After the clone animation segment runs, we see Pounce and Wingspan in their alt modes flying down the previous hill. At the bottom they smack into Fastlane and Cloudraker in robot mode. A panel of the twins in robot mode flips to the screen then slides away to reveal a panel of Cloudraker being transformed to jet mode. That panel also slides away to reveal Cloudraker flying over Fastlane, who is rolling along. This pulls away to a jumpcut sequence of Counterpunch, and both sets of clones flying in robot mode.

Notes: Cameos by Goldbug and Cyclonus. Punch/Counterpunch is not voiced by his series voice actor.

{Double spy!...double spy!} Punch: "You can trust me Rodimus!" {The Transformers! More much more than meets the eye!} Counterpunch: "You can trust me Galvatron!" Introducing the Transformers Double Spy. From a supercar he can transform into a heroic Autobot or an evil Decepticon. Now, discover the clones. Decepticon clones look identical but one transforms into a puma, the other into a hawk to fight Autobot clones. One of these twins transforms into a dragster, the other a jet. {The Transformers!} Double spy sold separately, clones sold together. From Hasbro.

• Punch/Counterpunch and Clones 30 sec - A slightly shortened version with sped up narration in order to fit a plug for Decoys at the end.

• Monsterbots 30 sec

Animation: Blurr and Rodimus Prime arrive; Kup tells them that there's been an accident, and the new Autobots are monsters! The Monsterbots trash a lab, as Kup notices Scourge, Cyclonus and Octane attacking. Rodimus orders the Monsterbots to attack. They respond by bursting through a wall and taking on the Decepticon trio.

Narration: Victor Caroli.

Kidmation: Kid to stop-motion Ultra Magnus.

Toy segment: Starts with stop motion jumpcut transformation sequences for Doublecross, Repugnus and Grotusque. This is followed by jumpcuts of the three flying in beast mode with the unseen kid or kids holding them furiously pumping their spark triggers. The sparks that come out are not the actual sparks from the toys but effects layered over the top, in order to make the spark volume and distance look more impressive than it actually is. The jumpcuts lead into the three Monsterbots sitting on a rocky platform, with one set of kid hands firing off sparks from Repugnus and Grotesque. This is in response to another kid, whose hand comes into view holding Razorclaw. The ad ends with a replay of Doublecross's sparking.

Notes: Cameos by Scourge, Octane, and Cyclonus. Rodimus Prime is voiced by his series actor, Dick Gautier. Kup is also voiced by his series actor, John Stephenson, albeit with a higher pitch than usual.

Kup: "Rodimus, quick! There's been an accident. The new Autobots are Monsterbots!" Rodimus Prime: "They're monsters alright." Kup: "Decepticons!" Rodimus Prime: "Monsterbots attack! Glad those monsters are on our side." {The Transformers! More much more than meets the eye!} And they've even got sparks, BLASTING out of them! Kid: "You can't stop the Monsterbots!" {The Transformers! Robots in disguise.} Transformers Monsterbots. Sold separately. From Hasbro.

• Duocons/Throttlebots 30 sec

Production code: (animation) MP 1175, Spot 363

Animation: Flywheels’s jet portion swoops down out of the sky and links up with his tank, transforming to robot mode before being jumped on by Rodimus Prime.

Narration: Victor Caroli.

Kidmation: Kid to stop-motion Ultra Magnus.

Toy segment: Starts with a jumpcut montage of Battletrap's two halves and transformation from the side and then continues with the same for Flywheels and a clip of both transforming, shot from the front. Next we get a Throttlebot montage with Chase and Freeway being released to zoom across the floor, then a jump to Chase's backend being flipped down to reveal his face. We get the same for Wideload and Rollbar (with Rollbar getting the transformation) and Goldbug and Searchlight (Searchlight transforms). The last scene prior to Kidmation and the end shots is a battle scene with two kids (Yes, there are two. You can just barely catch a glimpse of the hand, arm and side of head of a kid wearing a red shirt on the right side of the screen.) laying on a floor to release Chase, Rollbar and Searchlight in robot mode as they zoom off into the Duocons. There's a very quick close up afterward of the more visible kid's exclaiming "Wow!" as his eyes bug out.

Notes: The Decepticon alerting Galvatron is not shown nor identified, but since his voice is the same as the one used for Cyclonus in the Sixshot ad he is identified as such in the below transcript. The animation in this ad was also used in the intro for The Rebirth three-parter.

• Duocons/Throttlebots 30 sec - A slightly shortened version in order to fit a plug for Decoys at the end.

Cyclonus: "Galvatron, our jet's gonna crash into a tank!" Galvatron: "No, it's not. They're going to transform into one robot!" Introducing Duocons. Decepticon two-in-ones. They think they’re twice as tough as any Autobot—and MAYBE THEY ARE. {The Transformers!} But they haven't met the Throttlebots yet! {More much more than meets the eye. The Transformers!} Kid: "Wow!" {Robots in disguise.} The Transformers Duocons come together. Throttlebots sold separately. From Hasbro.

• Fortress Maximus 30 sec

Animation: Fortress Maximus transforms to base mode and blows away the Terrorcons, who combine into Abominus and attack him.

Narration: Victor Caroli, Rodimus Prime, Ultra Magnus.

Kidmation: None.

Toy segment: Fortress Maximus sits in base mode on a stone platform that rotates as the camera zooms in. Cut to a kid using the left side ramp launcher to send Cog down the ramp. Cut back to a front view of the base mode before switching to a closer view of the tower with the Headmaster pilot compartment open. The camera zooms in as Spike is placed in the compartment and the lid closed. Cut to Rippersnapper and Sinnertwin flying in from the left to represent the Terrorcons. Cut again to the last few steps of Fort Max's transformation to battle station mode, then a jump back to base mode that phases out to show the battle station mode again. After the animated segment, we see a stunned kid holding Abominus. Cut to show that the kid is looking at Cerebros standing between Fort Max's legs. The camera pans up Fort Max and as it does so, there's an inlay of Cerebros in robot mode that phases out into an inlay of Cerebros in head mode, disappearing just in time for Cerebros to be attached to complete Fort Max's robot mode. Cut to Abominus being moved along a rocky platform with the kid holding him off camera. The camera swings around to reveal Fortress Maximus at the other end of the platform with a second kid crouched behind him, holding his legs.

Notes: Hun-Gurrr's single line in this commercial ("Terrorcons, form Abominus and destroy Fortress Maximus!") is provided by Wally Burr.

It's Fortress Maximus! {FOR-TRESS MAX-I-MUHUUUS!} The colossal Headmaster Autobot City. Kid: "Look!" Rodimus Prime: "The Terrorcons are attacking!" Ultra Magnus: "Transform Fortress Maximus!" {Head. Mas. ter. Trans. Formers!} Ultra Magnus: "From city to battlestation!" {More much more than meets the eye!} Hun-Gurrr: "Terrorcons form Abominus and destroy Fortress Maximus!" But Fortress Maximus transforms again, this time into a robot so humongous, a separate robot becomes its head! Kid: "Its power's awesome!" {The Transformers!} From Hasbro.

Cartoon

• The Return of Optimus Prime promo 30 sec

Animation: Excerpts of the Optimus Prime death scene and Prime vs. Megatron from The Transformers: The Movie.

Narration: Victor Caroli and various local TV announcers.

Notes: Many TV stations shrank or otherwise manipulated it at the end, but New York's WPIX simply overlaid a graphic on the bottom saying, with a red line between them, "4:30 PM" on top, and "Tues. & Wed." on the bottom, with their classic "Circle 11" logo on the far right.

"It's over, Prime." "Never!" Hang on, Autobots, it's not over! Optimus Prime returns, February 24th and 25th on The Transformers.

• Optimus Prime week 30 sec – Same as above commercial but re-narrated with the removal of "Never!" and changed to speak of a whole Optimus Prime week.

"It's over, Prime." Wrong, Megatron! It's just the beginning!

1988

Similar to the Dinobot ads of 1985, the Pretender ad suggests that Hasbro or Griffin Bacal were changing their minds about the theming of this year's ads. The Pretender ad went through three different iterations with three different jingles, though two of them were fairly similar. They eventually settled on having the commercials begin with a still shot of several animation frames, arranged as if in a comic book. This would be accompanied by narrator Victor Caroli saying "NEW <blank> are/is here!" with heavy emphasis on "NEW". The camera would zoom in on one of the panels to transition into the animated segment. Sometimes there would be a second such transition later in the ad. The main jingle for 1988 was "They've got the power to surprise!" with the first word being held out a comically long time. As was done in 1987, the jingle was customized based on the subgroup (Pretenders, Powermasters, etc.) being advertised and often both the beginning and the verses were specific to a subgroup or even just a single character. Kidmation was also subroup specific, featuring a kid turning into a crude 2D CGI robot with varying appearances. For Pretenders the robot resembled the inner robot of Landmine; For Powermasters it was Powermaster Optimus Prime and the Targetmasters got a generic Targetmaster robot made of wood and animated through stop motion. This would, unfortunately, be effectively the last year for Kidmation until Robots in Disguise. The one toy that did not belong to any subgroup, Quickswitch, was also the only toy not get a custom jingle. In fact, Quickswitch's ad had no jingle in it at all. Conversely, it appears the Triggerbots and Triggercons ad was the only one not to receive new animation. Another one-off oddity is the fifteen second version of Seacons ad which is the first and only Transformers toy commercial since 1985 and before Beast Wars that did not feature Victor Caroli as the narrator. The toy dioramas became much more varied this year. While they all used some form of an alien planet, different subgroups had their own variation on it: The Pretenders were in a snowy, mountain like environment; The Powermasters, Sparkabots and Flamecons were seemingly in a rocky area with a green gradient sky; Quickswitch, the Triggerbots and Triggercons were also in a rocky area but with a pink sky; The Seacons were, appropriately enough, underwater; And finally the Small Headmasters and Targetmasters kept continuity with their larger counterparts by being in the same rocky, doom-laden environment with the latter even having the same lightning effects.

Animation-wise, the style for the 2D segments shift again, as does the team handing the animation. Switching from Toei themselves due to working on Masterforce (and later on, Victory) by this time, to TMS Entertainment going forward. As a result, the quality of the animation starts becoming more uneven. Some segments like the Seacons and Doubledealer keep the overall appearance of the 1987 commercials, while most of the other commercials attempt a more detailed appearance with little to no complex shading and some instances (like the segment featuring Sparkabots & Firecons) where the animation itself becomes choppy. This style would go on to be used for both 1989 and 1990's ads. The animation models for the characters shared between the commercials and their Masterforce counterparts also differ greatly; with oddities like Quickswitch being a near-direct translation of his toy, Skullgrin having long horns that go off to the sides (matching that of his Marvel comic appearance), and Piranacon's head switching between a toy-accurate head to one more organic and fish-like. Additionally, the franchise's first full use of 3D CGI animation would be utilized in one of the Pretenders commercials' Kidmation sequences, provided by Rhythm & Hues.

Following up on Optimus Prime and Bumblebee (as Goldbug)'s re-introduction to the cartoon and the Goldbug toy, a response to the backlash to the legacy character deaths in the movie, Hasbro returned Optimus Prime to the line as Powermaster Optimus Prime. The commercials for the Powermasters heavily featured Prime in the animation and his return was heralded in a grandiose fashion. In the commercial for Optimus Prime, Victor Caroli informed us that "A NEW Optimus Prime is here!" while the jingle for Prime's ad referred to him as "Powermaster Optimus Prime, greatest leader of our time!". Peter Cullen even reprised his role in the animation, with Prime telling us that "It's great to be back!". This is all in sharp contrast to Goldbug, whom you would never know was Bumblebee just by the toy commercial. This focus on Prime extended to the cartoon and its advertising as the new wrap-around segments featuring a puppet Powermaster Prime (try saying that three times fast!) were one of the main selling points. 1988 is the only year known thus far to have multiple advertisements for the comics as both the Pretender and Powermaster sagas were promoted. The Pretender ad was one of two providing new microcontinuities as Powermaseters Darkwing and Dreadwind are shown attacking a generic Autobot lab where the Autobot Pretenders are being created. The other is perhaps the most notorious example of microcontinuity in all of Transformers advertising. In Quickswitch's ad, he is described as Sixshot's son, and while it is not the first time two Transformers were described as being relatives it is easily one of the most bizarre.

Comics

• Pretenders comic 30 sec

Animation: Brainstorm and Highbrow battle Mindwipe and Weirdwolf. Three Autobot Pretenders are created (in their skivvies!) inside an Autobot research facility. Dreadwind and Darkwing attack and the now armored Pretenders split to reveal their robots, forcing the Decepticons to flee. The Decepticon Pretenders burst through the wall and both groups split. A battle ensues.

Narration: Victor Caroli

Notes: Includes tail-end spot for the relevant Marvel Comics issue. The Decepticon Pretenders are shown coming from the direction of a volcano. Might this be where they were created? In the battle at the end, the order of events implies that the Pretenders' shells are fighting independently of the Pretenders themselves. It is not at all clear who is supposed to speaking the two non-narration lines, but they are voiced by Gregg Berger and Wally Burr. The animation shows a closeup on Landmine's eye that fades into Dreadwind and Darkwing flying towards the Autobot lab. Since the Decepticons haven't seen the Pretenders yet at that point in the animation it probably isn't them. However, no other Autobots are seen in the lab either.

After a series of startling defeats at the hands of the Decepticons, the Autobots create a new breed of Transformer. Transformer 1: "They look human!" Transformer 2: "They look human, but they're Pretenders!" {Pre-ten-der Trans-for-mers! Preeetenders hide the Transformers inside!} The Decepticons have their own Pretenders, strange and terrifying. {Pre-ten-der Trans-for-mers! THEYYY"VE got the power to surprise!} Battle of the Pretenders. New from Marvel Comics.

• Powermasters comic 30 sec

Animation: Amid desert canyons, the various Powermaster partners transform to engine form and combine with their partners, including Optimus Prime transforming his trailer to base mode. This is followed by the Autobot Powermasters shooting at Darkwing and Dreadwind who, now that they've accomplished their goal, are once again in their plane modes.

Narration: Victor Caroli.

Notes: Features Getaway / Rev, Slapdash / Lube, and Joyride / Hotwire; Darkwing / Throttle and Dreadwind / Hi-Test; and Hi-Q. Includes a tail-end shot of the relevant Marvel Comics issue. Two Autobot Powermasters are heard talking in the ad, but it's unclear which of the Powermasters they are. The first one to speak is voiced by Michael Bell, while the second is voiced by Gregg Berger.

To defeat the evil Decepticons, Nebulons team up with Autobots to become Powermasters! {Their ennnngine’s the key that un-locks their Trans-for-mer en-er-geeee!} Autobot Powermaster #1: "We're under attack!" Autobot Powermaster #2: "Oh no, Decepticons have Powermasters too!" Autobot Powermaster #1: "Transform Optimus Prime!" {Powermaster Transformers! THEEEEEEY've got the power to surprise!} Autobot Powermaster #2: "Look Optimus is becoming a super Powermaster!" Who will win? Find out in Marvel Comics.

Toys

• Pretenders 30 sec

Animation: Clips re-used from the comic commercial.

Narration: Victor Caroli.

Toy segment: Starts with closeups of the shells of Autobot Pretenders, Cloudburst, Waverider, and Landmine. After the Darkwing/Dreadwing section of the animation, the Decepticon Pretenders Skullgrin, Bomb-Burst, and Submarauder get their closeups. After the final animation segment, there's a brief sequence where an engery burst flips the screen from Pretender shell and inner robot, to Pretender shell and inner robot in vehicle mode. This done first for Cloudburst and then Skullgrin.

Notes: Features only the first wave of large Pretenders. No advertisement featuring the second wave is known to exist.

After a series of startling defeats at the hands of the Decepticons, the Autobots create a new breed of Transformer. "They look human!" "They look human, but they're Pretenders!" {Pre-ten-der Trans-for-mers! Preeetenders hide the Transformers inside!} The Decepticons have their own Pretenders, strange and terrifying. {Pre-ten-der Trans-for-mers! THEYYY"VE got the power to surprise!} NEW Pretender Transformers. Get 'em while they last!

• Pretenders 30 sec

Animation: The Autobot Pretenders splitting, re-used from the comic commercial.

Narration: Victor Caroli.

Kidmation: A bizarre segment of a kid proclaiming what they "are" while being shown doing it ("I’m a video gamer!" "I’m a skateboarder!"), only for the kid as a skateboarder to split Pretender-style, revealing a generic teal and silver CGI robot (in the first use of proper 3D animation in the franchise) who announces "I’m a Transformer!" After the announcement, the robot shoots lightning from its fingers and shifts its skateboard to face the screen left/its right. At the end of the commercial, the robot fires some more lightning before shifting the skateboard to face center and taking off towards the camera.

Toy segment: Landmine is shown sitting on top of a rocky platform with the kid from the intro segment hovering nearby. The kid pulls off the front of Landmine's shell, allowing his inner robot to tumble out and somehow land on its feet at the base of the platform. The kid picks up the inner robot and converts it to vehicle mode and then drives it up next to the shell. Cut to closeup of someone holding Cloudburst and removing the front half of the shell to reveal the robot. The footage then reverses to put the shell back on, then plays forward again to remove it and then the inner robot is removed. This is followed by a similar sequence for Bomb-Burst except the footage just plays straight through without reversing. We then get the energy burst transition between Cloudburst's modes and the closeups of the Decepticon Pretenders, both reused from the previous ad. After that we get the Bomb-Burst shell reveal again and then a reuse of his energy burst transition. The toy segment ends with a battle scene where Landmine and Skullgrin's shells and inner robots are standing on their own in a faceoff before two sets of hands come in front battling with Waverider and Submarauder's shells and robots. The battle is emphasized with a "KERUNCH" text effect.

Kid: "I'm a video gamer! I'm a skateboarder!" Robot voice: "I'm a Transformer!" NEW Pretender Transformers are here! {Master the power! The POOOOOWER, of Pretender Transformers!} Pretender Transformers split apart to reveal a powerful robot. {Pretenders - they hide - the Transformer inside!} And look there are evil Decepticon Pretenders too! Kid: "Transform the Pretenders!" Pretenders sold separately.

• Pretenders 15 sec - Edited down version of the previous commercial.

• Pretenders 30 sec

Animation: The Autobot Pretenders splitting, reused from the previous commercials. This time though, it's preceded by a still of Landmine with "NEW!" plastered on it and a comic book page. The comic page is made up of stills from the previous Pretender animation. The camera zooms in on the top panel to transition into the animation proper.

Narration: Victor Caroli

Kidmation: Kid's face splits apart to reveal his 'inner' robot face, that of a crudely animated Landmine with red eyes.

Toy segment: The energy burst from the previous ads zigzags through a very white and spiky alien environment to reveal Cloudburst fully equipped. We then get a bunch of reused footage; Closeups of the Autobot Pretenders, Cloudburst's shell removal with replay, Bomb-Burst's shell reveal, the initial frame of the Cloudburst energy ball transition, a shorter version of the clash between Waverider and Submarauder, a slightly longer/slower version of the Cloudburst energy ball transition, the Decepticon Pretender closeups, Bomb-Burst's shell reveal a second time, Bomb-Burst's energy ball transition, and finally the full cut of the Waverider/Submarauder clash.

NEW Pretenders are here! {Pre-ten-der Trans-for-mers! THEYYY"VE got the power to surprise!} Autobot Pretenders look human, but {Pre-ten-der Trans-for-mers! Preeetenders hide the Transformers inside!} Pretenders split apart to reveal a powerful robot inside, then reassemble to fight alongside their transformable robot. But, Decepticons have Pretenders too! {Pre-ten-der Trans-for-mers! THEYYY"VE got the power to surprise!}

• Pretenders 15 sec - Edited down version of the previous commercial.

• Pretender Beasts/Pretender Vehicles 30 sec, 15 sec

Animation: Snarler and Catilla battle in beast mode... then... are suddenly in their shells... and then come out of their shells...? Gunrunner emerges from his vehicle and transforms to jet mode; Roadgrabber emerges and transforms his vehicle to battle mode, opening fire on the flying Gunrunner.

Narration: Victor Caroli.

Kidmation: Pretender Kid.

Toy segment: Starts with closeups of Carnivac's shell, Chainclaw and Catilla together, and then Snarler's shell. Carnivac gets the shell reveal with rewind treatment before a cut to Snarler's closeup again. Carnivac's inner robot is shown being removed from its shell and we get another cut to the shell standing on a snowy platform and the inner robot is placed next to it wolf mode. An orange diamond-shaped static burst appears over the inner robot and fades to reveal the inner robot in robot mode. Cut to Gunrunner driving along with a "KA BOOM" text effect coming from his gun turret. This is followed by a very brief snippet of Road Grabber driving along. After the Pretender Vehicle animation, the toy segment ends with Road Grabber's jumpcut transformation and an awkward clash between Catilla and his shell and Roadgrabber riding his shell's chariot mode. The Kidmation comes in at the very end.

Now, in the world of Pretenders, there are Pretender Beasts; Strange and terrifying. {Preeetenders hide the Transformers inside!} Introducing Pretender Beasts. Inside's a beast that transforms into a fighting robot. And there are Autobot and Decepticon vehicles too. They split to reveal a transformable robot, then reassemble as a fighting machine. {Pre-ten-der Trans-for-mers! Pre-ten-der Trans-for-mers! THEYYY"VE got the power to surprise!}

• Powermasters 30 sec

Animation: Dreadwind and Darkwing chase Getaway and Joyride around the rim of a crater. Dreadwind and Darkwing transform. Includes segments recycled from the first Powermaster commercial. Like the last Pretender ad, this ad has a comic book page intro. In fact, it has two, one for the Autobot segment at the beginning and a second for the Decepticon segment that starts at the halfway point.

Narration: Victor Caroli.

Kidmation: A kid crackles with energy, which surrounds and replaces his head with a very, and we mean very, crude CGI Powermaster Optimus Prime head.

Toy segment: Two kids play with the Powermasters on a rocky mountain diorama in front of an alien green sky. The kid to the left with a red shirt rolls Joyride down an incline while the kid on the right with a blue shirt rolls Slapdash down a different incline and they meet Getaway in the middle. The ad then cuts to a closeup of Getaway in robot mode flying in front of a rock wall and crashing through a "BLLAAMM" text effect, followed by aa jumpcut sequence of Rev and Getaway being transformed. Following Kidmation and the second animation sequence, we get Darkwing landing on some gravel. As he lands the screen scrolls up to be a horizontal split screen with Dreadwind flying by a plain green background. Cut to a jumpcut sequence of Hi-Test and Dreadwing being transformed. The segment ends with the blue shirt kid using Slapdash and Joyride to battle the red shirt kid's Darkwing and Dreadwind on top of a rock. A "KERUNCH" text effect is added to emphasize the magnitude of clash.

Notes: The unidentified Decepticon who commands Darkwing and Dreadwind to transform is voiced by Wally Burr, using more or less the same voice as he used for Hun-Grrr in the Fort Max ad.

NEW Powermasters are here! Amazing new Transformers called Powermasters! {Their ennnngine’s the key that un-locks their Trans-for-mer en-er-geeee!} Incredible Powermasters, they only transform when their Nebulon becomes their engine. {Powermaster Transformers!} Decepticon: "Decepticon Powermasters transform!" And the Decepticons unlock their Transformer energy. {Powermaster Transformers! THEEEEEEY've got the power to surprise!}

• Powermaster Optimus Prime 30 sec

Animation: Recycled footage of Prime transforming from the Powermasters commercial; Powermaster Optimus Prime firing Quickswitch.

Narration: Victor Caroli.

Kidmation: Kid to Powermaster Optimus Prime.

Toy segment: Optimus Prime crashes through the sound effect "BLAAMM!" as he drives along a rock wall. A closeup of Prime driving up to Hi-Q leads to a jumpcut transformation sequence to the normal robot mode and base. After a brief animation snippet of Prime transforming to super robot mode, we get a very brief clip of the folded up Prime cab being inserted into his super robot body. Kidmation, and then we end with Prime driving along with the text "KA BOOM" overlaid, a still frame of normal Prime next to the base, and super robot Prime flying.

Notes: Not only is Prime back, but so is his voice actor, Peter Cullen. While Prime says it's good to be back, he doesn't sound very enthused about it. Charlie Adler voices Hi-Q, sounding a lot like a subdued Silverbolt.

A new Optimus Prime is here. Hi-Q: "I'll transform Optimus!" {POW-er-master Optimus Prime! Greatest leader of his time!} Optimus Prime: "It's great to be back." Now Optimus Prime is back as a Powermaster. He only transforms when his Nebulon becomes his engine. {POW-er-master Optimus Prime!} Hi-Q: "Look! Optimus is transforming into a super robot!" {Powermaster Transformers! THEEEEEEY've got the power to surprise!}

• Powermaster Optimus Prime 15 sec - edited down from the previous commercial.

• Powermaster Prime and Doubledealer 30 sec

Animation: Footage of Prime reused from other commercials featuring him, then a new segment with Doubledealer in robot mode standing with Prime. Doubledealer transforms to vehicle mode, then Skar flies out of Piranacon's hand and locks into place, transforming Doubledealer to falcon mode.

Narration: Victor Caroli.

Kidmation: Kid to Powermaster Optimus Prime.

Toy segment: Starts by reusing the Optimus Prime jumpcut transformation sequence from the Powermaster Optimus Prime ad. After Kidmation and the second segment of animation, we get some new footage of Doubledealer driving through a "KA BOOM" effect as he drives along a rocky path to his Powermaster engines. We then get jumpcuts to each engine and then to the mode it unlocks, first, Skar second. The segment ends with more reused Optimus Prime footage. In particular his super robot conversion and the super robot flying. The super robot conversion is a longer cut that pans out to reveal the kid doing the transformation and his amazement at it.

Notes: Once again we have unidentified Transformers providing commentary. The first is voiced by Wally Burr and the second by Jack Angel. The narrator says "Only the Powermaster mercenary can become an Autobot or Decepticon" which is not true as there was another Transformer still on shelves at the time that could do this. We hear he's nearby. REAL nearby.

A NEW Optimus Prime is here. More powerful than ever, Powermaster Optimus Prime. {Powermaster Transformers! THEEEEEEY've got the power to surprise!} Transformer 1: "Who’s that new Transformer with Optimus Prime?" Transformer 2: "Doubledealer, the Powermaster mercenary!" Only the Powermaster mercenary can become an Autobot or a Decepticon. But in a flash, Optimus Prime becomes a super robot! {Powermaster Transformers!} Powermaster Transformers sold separately.

• Small Headmasters 30 sec

Animation: The small Autobot Headmasters (Nightbeat, Siren, Hosehead) drive on a rocky world; Nightbeat and Muzzle transform. The small Decepticon Headmasters burst through a wall in beast mode; Fangry and Brisko transform.

Narration: Victor Caroli, and Galvatron, who's obviously never met Fangry, Squeezeplay or Horri-Bull: "Our new Decepticon Headmasters will give us more brainpower than ever!"

Kidmation: A kid flips through the air, converting to a robot and folding up to become the head of a larger (stop motion?) gray robot whose head resembles Brainstorm. The robot's body, on the other hand, looks more like the inner robot of a Pretender with a power readout painted in the center.

Toy segment: Siren skids to a halt through the text effect "BLLAAMM". Brief jumpcut transformation for Siren is followed by a picture in picture of Nightbeat driving along with Muzzle being transformed in the inset. This leads to a shot of Muzzle in head mode being plugged into Nightbeat's body. After the Decepticon part of the animation, the Decepticon Headmasters sit on a rotating, multi-tiered rock platform. Quick cut to Squeezeplay's head being plugged in, followed by another quick cut to a kid wielding Squeezeplay and Horri-Bull. He proceeds to clash with another kid (whose hands are the only part of him we see) using Hosehead and Nightbeat.

Notes: Galvatron's voice is provided, as usual, by Frank Welker.

NEW Transformers are here! Incredible new Headmasters and the driver of the vehicle becomes the head of the robot. {Head-mas-ter Trans-for-mers! THEYYY"VE got the power to surprise!} And when the head enters the robot's body you get a readout of its power! Galvatron: "And our new Decepticon Headmasters will give us more brainpower than ever! Transform you monsters and prepare to attack!" {Head-mas-ter Trans-for-mers! THEYYY"VE got the power to surprise!} Each sold separately.

• Quickswitch. 30 sec

Animation: In the midst of a moon battle, Getaway spots Quickswitch incoming and mistakes him for a Decepticon, urging the others to destroy him, until someone says he's an Autobot. Quickswitch runs through his modes, beating up Horri-Bull and Snaptrap, then goes to gun mode and lands in Powermaster Optimus Prime's hand. Optimus proceeds to start blasting.

Narration: Peter Cullen as Optimus Prime and Victor Caroli.

Kidmation: A kid holding the toy mouths a synthesized "How quick can you all six?" [sic], while his head flops around disturbingly.

Toy segment: The toy segement is very short consisting of a montage of Quickswitch's six modes by themselves, the six modes appearing in succession in the kid's hand and a still frame of his robot mode.

Notes: The tail end part of the animation where Optimus grabs Sixshot and starts blasting was reused for nearly all the Powermaster ads. This ad has what may be the best-known example of a microontinuity in a toy ad, Quickswitch being Sixshot's son. Getaway is unusually bloodthirsty here, yelling "Destroy them!". Wally Burr voices Getaway and Jim Cummings voices the unseen Autobot having to convince him of Quickswitch's allegiance. Prime is voiced by Peter Cullen as usual.

NEW Transformers are here! Getaway: "The Decepticons are attacking! Destroy them!" Autobot: "No, wait, it's Quickswitch, Sixshot's son! And he's on our side!" Determined to make good where his Decepticon father went bad, Quickswitch joins the Autobots! Optimus Prime: "Quickswitch is faster and tougher!" Kid: "It's a tank, a plane, a cruiser, a gun, a puma and a robot. (Robot voice) How quick can you all six?" Quickswitch, the new ultimate challenge!

• Double Targetmasters 30 sec, Revised 30 sec

Animation: Spinister and Needlenose chase the Autobot small Targetmaster Nebulans (most prominently Boomer and Ricochet) across a rocky landscape. The Nebulans transform to gun modes and link up with their vehicle mode Autobot partners, Quickmix, Landfill and Scoop, who then transform and fire. Holepunch and Tracer fly out of Scoop's hand and combine into their double weapon form. Scoop fires at a strafing Spinister and Needlenose, who transform, land and charge into battle.

Narration: Victor Caroli.

Kidmation:A kid leaps over the top of a generic wooden model robot and transforms into his gun, which he fires.

Toy segment: Quickmix drives towards the camera and through the word "BLLAMM", coming to a stop by skidding sideways. As he skids, Boomer is removed. This leads to a jumpcut to Boomer being placed on top of Ricochet to form a superweapon. That leads to another jumpcut to the superweapon being plugged into the right arm of...Scoop? After the second animation sequence we get a series of cuts between driving vehicle mode and flying in robot mode for Scoop then Quickmix. After the third, Decepticon-focused animation sequence, we get a three-way split screen with Needlenose on the left, Spinister in the top right and Quake in the bottom right. This splitscreen cuts to the same splitscreen but with the three now transformed to robot mode. The segment ends on a battle between two kids, one wielding Quake and Needlenose and the other holding Quickmix and Landfill, whose toy finally gets some screen time.

Notes: This ad appears to have gotten a revision at some point. An extremely obviously added line of narration by someone other than Victor Caroli is placed at the end of the kid battle segment and over the end of the jingle: "Each set sold separately.". Additionally, a disclaimer is now placed over the end shot of the toys, stating: "Each Targetmaster comes with two transformable Nebulon figures. Each set sold separately." This was presumably done as a reaction to confusion over whether the Nebulons were included.

NEW Transformers are here! NOW twin Nebulons transform into weapons that new Targetmaster Autobots need. {Target-mas-ter Trans-for-mers! THEYYY"VE got the power to surprise!} And the twin Nebulons can also form a super weapon. {Target-mas-ter Trans-for-mers! THEYYY"VE got the power to surprise!} But the Decepticons have new Targetmasters too. {Target-mas-ter Trans-for-mers! THEYYY"VE got the power to surprise!} Each Targetmaster comes with two transformable Nebulon figures.

• Triggerbots/Triggercons 15 sec

Animation: Recycled Dreadwind and Darkwing chasing Getaway and Joyride, from the Powermasters commercial.

Narration: Victor Caroli.

Toy segment: Starts with a jumpcut sequence of the toys' weapons being deployed, emphasized with loud clicks: Dogfight flying, Override in robot mode, Windsweeper flying, and Backstreet in robot mode. We then cut to a battle with Backstreet and Override colliding with Crankcase and Ruckus. The collision is emphasized with a "KERUNCH" text effect. Cut to Backstreet;s guns being deployed in car mode followed by the same for Crankcase. Finally we get another collision between the Autobot and Decepticon ground vehicles with a "BLLAMM" text effect masking the transition to the bots clashing in robot mode.

Notes: No thirty second ad featuring the Triggerbots/Triggercons has surfaced. Even the 1988 Hasbro Boys toys 3rd/4th Quarter ad master tape doesn't have it (though to be fair, it's also missing the ads for Quickswitch, Sparkbots/Firecons, Seacons/Sparkbots/Firecons, and some of the early Pretender ads).

NEW Transformers are here! Now Triggerbots are battling Triggercons! {And when the Triggerbots battle the Triggercons, there's no doubt there'll be a real shoot-out! Trans-for-mers! THEYYY"VE got the power to surprise!}

• Seacons / Sparkabots / Firecons 30 sec

Production code: (animation) MP 1203, Spot 412

Animation: Beneath the ocean, the beast mode Seacons take bites out of a M.A.R.S. Industries submarine. Piranacon switches out his left arm and gun. The Firecons march forward in beast mode, spewing flames; the Sparkabots drive forward and transform; the Firecons transform and grapple with the Sparkabots (Cindersaur vs. Sizzle being most prominent.)

Narration: Victor Caroli.

Kidmation: Targetmaster Kid

Toy segment: An upward rush of bubbles leads us to a montage of Skalor, Tentakil, Overbite, Nautilator, Seawing and Snaptrap standing/being placed into various areas of an underwater diorama. The montage ends with a closeup of Snaptrap's moving backcannons and a "KA BOOM" text effect. This is followed by a jumpcut combination sequence. As each limb is added, it also appears in alt mode to the left. Overbite is used as the gun. Following the Piranacon animation, the Kidmation and the Sparkabot/Firecon animation, we get the Sparkabot/Firecon toy segment. It starts with Cindersuar sparking and rolling in from the left. Guzzle rolls in from the right, causing a kid to whip his head around to follow the action. Cut to closeups of sparks coming out of Guzzle, Fizzle, and Flamefeather. The segment ends with Guzzle barreling into Sparkstalker with a sparking effect and then a cut to the two battling in robot mode with a "KERUNCH" effect.

Notes: The Seacon toy footage has air bubble effects added to it to enhance the underwater appearance. Sizzle's toy is only seen in the end shot. Tentakill's squid mode in the animated portion has a jarringly bishonen-looking face compared to the rest of his teammates, which is in stark contrast to the toy, while Piranacon's head is heavily altered from the toy or his appearance in the Doubledealer commercial.

NEW Transformers are here! Now from the bottom of the sea come the monsters of the deep, the Targetmaster Seacons!" {Target-mas-ter Trans-for-mers! THEYYY"VE got the power to surprise!} And when they join with their leader to form Piranacon, anyone can become the gun. {Target-mas-ter Trans-for-mers!} And here come the Sparkabots! {When they're fightin' mad you see Sparkabots fly as the Firecons battle the Sparkabots!} Each sold separately. {Trans-for-mers! THEYYY"VE got the power to surprise!}

• Seacons 15 sec - The Seacons portion of the above ad (everything before the second animation segment) with new narration by someone who is neither Victor Caroli nor The Other Guy.

NEW Transformers are here! From the bottom of the sea come the monsters of the deep, the Targetmaster Seacons!" {Target-mas-ter Trans-for-mers! THEYYY"VE got the power to surprise!} And the Seacons form Piranacon! {Trans-for-mers!}

Cartoon

• Season 5 upcoming cartoon promo 30 sec

Animation: A set of excerpts from The Transformers: The Movie plus excerpts from puppet Optimus Prime segments.

Narration: Overly excited Victor Caroli talking about how AMAZING this new season will be.

Notes: "You've got to see it to believe it! NEW episodes! And Optimus Prime LIVE!" Well, only one of those ended up being true. Features a brand new piece of background music incorporating the Transformers theme. Similar in sound to the music Vince DiCola composed for The Transformers: The Movie.

It's unBEELLLLiiiiievable! See Optimus Prime as you've never seen him before. Optimus Prime LIVE! Tune in this fall for new action-packed episodes of the Transformers, every weekend. Hosted LIVE by Optimus Prime! You've got to see it to believe it! NEW episodes! And Optimus Prime LIVE The Transformers!

• Season 5 cartoon promo 30 sec, 30 sec

Animation: A set of excerpts from The Transformers: The Movie almost identical to those used for the Return of Optimus Prime and Optimus Prime week spots.

Narration: Victor Caroli, trying to exclaim every line more dramatically than the last and various local TV station announcers.

Notes: Features the same background music as the previous ad.

The Transformers. Autobot versus Decepticon. Good against evil. Metal against metal! Titans clash with Earth's fate hanging in the balance! Awesome heroes! Optimus Prime: "Megatron must be stopped." SPECTACULAR SHOWDOWNS! Megatron: "It's over, Prime." The bat-tle rages on! The Transformers.

• Season 5 cartoon promo #2 30 sec

Animation: Excerpts from The Transformers: The Movie and several 1987 toy commercials/the Season 3 title sequence. A scene from the movie of Hot Rod and Kup watching Decepticon missiles come back towards their shuttle has the view from the shuttle's “windshield” replaced with crude CGI to make it look like they're flying through a...a...well, we're not really sure what it's supposed to be. It kind of looks like a base, though it has both Autobot and Decepticon logos in different areas. A shot of a crude CGI Optimus Prime closes out the commercial.

Narration: Victor Caroli, various local TV station announcers.

Notes: Features the same new music used in the previous commercials.

They're more, much more than you've ever imagined! The Transformers. Watch as the battle between the Autobots and Decepticons reaches an incredible new level. Optimus Prime: "Autobots, transform and roll out!" More energy. More excitement than ever before! The Transformers.

1989

Keeping in line with the toyline's makeup and reflecting the layout of the catalog for 1989, the TV advertising was similarly split between Pretender and Micromaster themes. The Pretender theme used the jingle "Beyond! Beyond anything you've ever seen before!" while continuing to depict the toys in snowy-looking mountain environments. The Micromasters, on the other hand, used desert environments and had a jingle that pointedly claimed their superiority over the competition: "Micro-master Trans-formers! The most incredible Micros of all! They're not just small; they're Tranzzforrrmerrzzz!" The Micromaster ads were further unique in their use of stop-motion animation to depict hordes of Micromasters swarming all over. Every Micromaster ad started with an animation segment showing Optimus Prime opening his hand to reveal a Micromaster city. This extreme size difference creates a bit of a microcontinuity as the Marvel comics had them closer in sixe. The Pretenders have their own microcontinuity as the ad for the Pretender Monsters has them being created by Starscream in a lab.

As with the previous year, the animated segments take a visible hit in quality for the most part (due to Toei not returning and using the same team, TMS Entertainment, once more). With much choppier, though often ambitious, animation and very bizarre design choices. As Takara would not adapt most of the characters over to the concurrently airing Victory in Japan, these commercials serve as the only animated representation for some of the characters, the Mega and Ultra Pretenders in particular.

1989 continued Hasbro's trend of leveraging their popular characters from the beginning of the line. They continued to have Peter Cullen voice Optimus Prime in the animated segments, but also brought in Dan Gilvezan to reprise Bumblebee in a couple spots and Gregg Berger to reprise Grimlock in the Classic Pretenders commercial. Despite this move, this would be the first year not to have new cartoon episodes and thus no advertisements for the cartoon. While the Marvel Comic was still in production, it too appears to have had its last advertisement in 1988. The only advertisement for Transformers media that has been found are variant toy ads that included a stinger for a $1.00 copy of The Transformers: The Movie on VHS if you bought two Transformers toys. An interesting change in this year's approach to the shorter, 15 second versions of ads is that they aren't simply edited down. They take a 30-second ad that featured two groups of toys, pare it down to the content for one of the groups, and then add new narration and often a new clip or two of toy footage. This would continue in 1990 for Micromaster ads but would ultimately be permanently abandoned from G2 on.

Toys

• Micromaster Patrols 30 sec

Animation: From Optimus Prime's glowing fist, the Race Car Patrol and Off Road Patrol charge forth. They infiltrate a Decepticon base, driving right past Piranacon, Darkwing and Dreadwind, who wonder why they don't have those things. Later, the Micromasters swarm around Dreadwind's head as Darkwing tries to shoot at others in the background. Powertrain, Tote, Roadhandler, Tailspin and Swindler emerge from various openings in a rock wall to watch four Micromasters driving below them: Highjump, Free Wheeler, and Tailspin and Roadhandler again. The latter four split into two pairs (Roadhandler/Free Wheeler and Tailspin/Highjump) and drive up the legs of a large Decepticon standing next to a rock wall. At the top, Tote, Tailspin and Free Wheeler jump from the wall to the robot's shoulders. They stand there as Roadhandler, Free Wheeler, Tailspin, Highjump and Tote somehow manage to drive vertically up the robot's torso. After the second animation segment, the large robot raises its right hand only to fall over backward from the swarm of Micromasters. Roadhandler transforms on the fallen robot's chest to add insult to injury.

Narration: Victor Caroli.

Kidmation: Kid scoops up the Micromasters and opens his palm to show them off.

Toy segment: A closeup of Storm Cloud flying is followed by a closeup of Storm Cloud being held by the kid in front of his face. A jumpcut sequence ensues, first Storm Cloud is transformed, then a closeup of Free Wheeler driving, and Mudslinger being transformed. Another cut shows Tote zooming between Scorponok's feet, causing a second kid to whip his head around. A fizzle effect transitions us to a stop motion sequence.

Notes: Dreadwind and Darkwing are given voices. While it's not entirely clear which voice is which, since Dreadwind sees them first in the animation, we've decided to label him as the first voice and Darkwing the second (their voice actors unknown). The large Decepticon robot is a Scorponok figure that replaces the standard green and purple colors by dark blue and grey or white, though the legs of a correctly-colored Scorponok are seen as well for a brief moment. His antenna and the outline of the rectangle in the middle of his chest are still orange and his face is still tan. In the end shot of the Micromaster Race Car Patrol members appearing in their places on the card back, Roadhandler appears to have grey windows instead of black. The ad mostly features the Race Car Patrol and the Off Road Patrol, with Storm Cloud from the Air Strike Patrol being the lone exception. The Rescue, Battle and Sports Car patrols are not seen.

New Transformers are here. Micromaster Transformers! Optimus Prime: "Our new commandos, can go where no other Transformers can go!" Dreadwind: "What are they?" Darkwing: "Micromasters!" Dreadwind: "Why don't we have them?" Now Autobots, and Decepticons have Micromasters! {Micromasters, they're smaller and faster, Transformer commandos that go where nobody else goes! Micro-mas-ter Trans-form-mers! THEEEY'VE got the power to surprise!} New Micromasters in patrols of four. Collect them all!

• Micromaster Patrols 30 sec, 15 sec - Similar to the previous ad but re-soundtracked with the standard 1989 Micromaster jingle and a new first line of narration. The fifteen-second version has yet another new first line of narration: "Micromaster Transformers are here and both Autobots and Decepticons have 'em!"

They're here! The incredible Micromaster Transformers! Optimus Prime: "Our new commandos, can go where no other Transformers can go!" Dreadwind: "What are they?" Darkwing: "Micromasters!" Dreadwind: "Why don't we have them?" Now Autobots, and Decepticons have Micromasters! {Micro-master Trans-formers! The most incredible Micros of all! They're not just small; they're Tranzzforrrmerrzzz! Micro-master Trans-formers!} New Micromasters in patrols of four. Collect them all! {Micro-master Trans-formers!}

• Micromaster transports and battle stations 30 sec

Animation: A horde of Micromasters swarms over an attacking Zarak Maximus; Prime opens his palm to reveal a Micromaster city; Red Hot transforms and flies at the camera. Stop-motion spots show a fleet of Micromaster vehicles driving around the combined playsets. The footage is a mix of 2D animation and stop-motion animation, complete with a model of Zarak Maximus's shin.

Narration: Victor Caroli.

Toy segment: Erector pulls in next to the other Micromaster Transports sitting at the edge of an extremely flat cliff. Erector then gets a jumpcut transformation sequence. As toy Groundshaker flies over the city in animated Optimus Prime's palm, it becomes the actual toys. A ramp is connected from the construction station to the Airport and Ironworks drives over it. A kid slams (but without much force) the fire station with Hot House down amongst the other Battle Stations, the proceeds to play with the crane on the construction station. The kid then rolls Hot House up the ramp of the airport as all four bases are revealed as being connected in a square formation. A closeup of Stakeout having his hood flipped back for his transformation before being rotated to face the camera is followed by a shot of Red Hot being driven down the ramp of the gas station. The ad ends with a stop-motion sequence of Micromasters popping into view all over a rocky, stepped area.

In the world of micros, the only micros that transform are the amazing Micromaster Transformers! And now the Micromasters have Micromaster Transports. {Micro-master Trans-formers!} And here in the palm of Optimus Prime's hand are Micromaster battle stations that connect to form micro cities. {Micro-master Trans-formers! The most incredible Micros of all! They're not just small; they're Tranzzforrrmerrzzz!} Micromasters, collect them all!

• Micromaster transports and battle stations 30 sec - Slightly edited version of the previous ad to fit in a stinger promoting a $1.00 copy of The Transformers: The Movie if you bought two Transformers toys.
• Micromaster battle stations 15 sec - Edited down from the previous commercial with a new bit of toy footage that shows the construction station being transformed.
• Micromaster transports 15 sec - Edited down from the previous commercial with added jumpcuts between modes for Overload, Flattop and Roughstuff

• Micromaster micro bases 30 sec, 15 sec

Animation: Bumblebee and Jazz drag two captured Decepticon vehicles (the interstellar shuttle and the Helicopter) up to Optimus Prime in an Autobot base, only to have them transform and attack, with the guns manned by the Sports Car Patrol and Skystalker.

Narration: Victor Caroli.

Toy segment: Starts with a jumpcut sequence of the interstellar shuttle landing and transforming to base mode. Cut to a shot of rear right side of the interstellar shuttle with the gas station and helicopter in the background and the Air Strike patrol hanging around in front and inside. Detour stands atop a wall in the shuttle, overlooking one of the ramps as it's lowered to reveal his patrol mate Hyperdrive standing behind Skystalker, the latter of which is in car mode. We then cut to a view of the middle of the shuttle, where a ramp is overlapped on one of the helicopters' ramps to "connect" the two. Skystalker is literally beside himself as his alternate mode drives over from the helicopter to sit next to him. The scene briefly pans out at the end to reveal the gas station connected to the helicopter on the left, a second gas station and the airport just partially visible in the upper right, and a whole mess of Decepticon Micromasters scattered about. Cut to a kid driving the Rocket Base up and over a dirt hill. Cut again to a fast-motion sequence of the same kid unfolding the base. We then get a closer view of the right side of the base and the ramp being folded down from the rocket tower to allow Flak to cross over from the helipad. The segment ends with a closeup of Flak's front end being flipped back and Flak being rotated to face the camera. It is basically the same shot as the Stakeout one from the previous ad, except Flak is positioned diagonally across the screen with his legs in the lower left corner.

Notes: Dan Gilvezan returns to voice Bumblebee and Peter Cullen is still voicing Optimus Prime. An unidentified voice presumably belongs to Skystalker. The ATV is never shown. The fifteen second version of the ad only refers to the "Autobot Rocket base and Decepticon space shuttle" in its narration, though the helicopter is still visible in the background of some parts of the shuttle toy footage.

Bumblebee: "Optimus, we captured two of the Decepticons' vehicles!" Optimus Prime: "Look out, they're transforming into bases!" Skystalker(?): "Decepticon Micromasters attack!" {Mic-ro-mas-ters Mic-ro-bases! Become the most in-cred-ible places!} Now the Autobots and Decepticons have Micromasters bases and you can connect them to form whole cities! {Micro-master Trans-formers! The most incredible Micros of all! They're not just small; they're Tranzzforrrmerrzzz! Micro-master Trans-formers!} Micromaster bases, collect them all!

• Classic Pretenders 30 sec, 15 sec

Animation: As Prime transforms and comes under attack in a nighttime city, the Autobot Classic Pretenders arrive to help out.

Narration: Victor Caroli.

Toy segment: A jumpcut sequence of Bumblebee's shell being opened, his inner robot being removed and transformed to car mode, and car mode Bumblebee driving over gravel to start. This followed by close-ups on each of the four shells, Jazz, Bumblebee, Starscream and Grimlock. Cut to a kid opening Grimlock's shell and Grimlock's inner robot being transformed to dinosaur mode. After a montage of the four driving/flying in alt mode with the upper body of their shells inset in the upper right corner (same order as the previous montage and yes, Grimlock is shown flying despite being a Tyrannosaurus Rex), the ad ends with the kid wiggling Grimlock and impersonating Gregg Berger: "Me Grimlock attack!"

Notes: Mini The Transformers cast reunion as Peter Cullen voices Oprimus Prime, Dan Gilvezan voices Bumblebee and Gregg Berger is back as Grimlock. Optimus has fingernails in the opening shot!

Optimus Prime is under attack! He needs the greatest Transformers ever! Bumblebee: "Optimus, we're here! As Pretenders!" Optimus Prime: "Jazz, Bumblebee, you're back!" Grimlock: "And me Grimlock!" And the eeeevil Starscream is here too! {BEYOND! Beyond anything you've EVER SEEN before! Transformer Classic Pretenders!} The greats are here as Pretenders! Classic Pretender Transformers! Jazz, Bumblebee, Starscream and Grimlock. Kid: "Me Grimlock attack!" {Transformers!}

• Classic Pretenders 30 sec - Slightly edited version of the previous ad to fit in a stinger promoting a $1.00 copy of The Transformers: The Movie if you bought two Transformers toys.

• Mega and Ultra Pretenders 30 sec

Animation: Crossblades and Vroom slowly drift out of their shells and transform; Roadblock avoids a strafing run from Skyhammer, then his two robot forms both pop out of his vehicle shell and fire.

Narration: Victor Caroli.

Toy segment: Vroom is slammed down on the raised middle platform of a snowy-looking area with Crossblades on the left and Thunderwing on the right. This is followed by a jumpcut sequence of Vroom and his inner robot being converted to motorcycle and sidecar and then driving along. Switching over to the Ultra Pretenders, a shatter effect transitions to Roadblock plowing through some snow. We then see the kid who was pushing Roadblock flying Crossblades over Roadblock who's being pushed by...some hand. After the Ultra Pretender animation, there's a closeup of Skyhammer and his inner robot flying. The ad ends with a sequence of Roadblock scenes: driving along, a top-down view of the vehicle shell being opened, the inner shell being turned around and open to reveal the inner robot, the shell turning to face the camera again, the shell being transformed to vehicle mode and the inner robot being inserted to pilot, and the inner shell flying above the rolling vehicle shell.

Notes: Rather curiously, the inner shell for Roadblock is drawn with indents identical to the placement of the toy's screw holes while Roadblock himself does not.

{Who's more than they pretend to be? Mega Pretender Transformers, Mega Pretenders! Inside one, there's the other then they both transform and combine to form another!} And beyond Mega...there's Ultra! Ultra Pretenders! {BEYOND! Beyond anything you've EVER SEEN before! Transformer Ultra Pretenders!} Inside each Ultra Pretender vehicle hides another transformable Pretender. New Ultra Pretenders, the ultimate Transformer experience! {Trans-for-mers!}

• Mega Pretenders 15 sec - The Mega Pretender portion of the previous ad with new end shots to shows both modes of all three figures.
• Ultra Pretenders 15 sec - The Ultra Pretender portion of the previous ad with the animation at the start, the toy footage re-ordered and some new Victor Caroli intro narration: "They're here! New Ultra Pretenders! Inside each vehicle is another incredible Pretender!" The jingle and the "The ultimate Transformer experience" tagline from the previous ad make up the rest of the soundtrack.

• Monster Pretenders 15 sec

Animation: Starscream dunks Wildfly, Icepick and Scowl into colorful vats; they and the others emerge as Pretenders and charge at the camera with Icepick's ugly mug being the central focus.

Narration: Victor Caroli, sounding especially growly.

Toy segment: Closeups of the shells of Icepick, Slog, and Wildfly. Wildfly is turned around to reveal his inner robot, leading to a jumpcut transformation sequence. The ad ends with a jumpcut combination sequence of Monstructor with each component spontaneously appearing in place.

Now, the Decepticons have MONster Pretenders! Monster Pretenders with rubbery skin! {BEYOND! Beyond anything you've EVER SEEN before! Transformer Monster Pretenders!} And their robots form a MONster Pretender! {Transformers!}

1990

The thematic split between Micromasters and Pretenders from the previous year was reused this year with Action Masters replacing the Pretenders. The Action Master commercials began and ended with a metal fist bursting through a wall, with "ACTION MASTERS" emblazoned across its knuckles. Some of the animation was screened against real-world backgrounds, with poorly animated characters morphing into real toys (accomplished by the animators tracing over Stop-motion footage). The toy segments featured the toys being played with inside of what is presumably a Cybertronian cityscape with lots of elevated roadways and a background featuring a starry sky and futuristic-looking buildings. The Action Masters provided a few last bit of microcontinuity with the initial commercial featuring Optimus Prime asking his fellow Autobots to join him in giving up the power to transform to become "stronger, faster, more alive". Other commercials featured the characters utilizing their vehicles, something they've never done in any other fiction. The Micromster commercials looked and felt pretty similar to the previous year's commercials with the exception of an updated jingle: "They're not just micros; They're Micromazzters! The only micros, that transform."

This year featured an even heavier focus on the characters from the cartoon's peak with half of the Action Master line being pre-existing characters. As such, those characters were also the ones most heavily featured in the advertising. The initial ad gave no spotlight to the new characters at all, while the first of the two-vehicle ads was more focused on Prowl and Starscream than Over-Run. Even the animated segments of the Micromaster ads were done from the point of view of Optimus Prime, Jazz and Megatron witnessing the mayhem of the Micromasters. To be fair though, they were advertising the whole of the Micromaster line in just two spots so there wasn't much time to explain their characters anyway. In a nice touch of visual continuity, the Micromaster commercials used the Action Master forms of Optimus Prime, Jazz and Megatron. While Peter Cullen continued voicing Optimus Prime, neither Jazz nor Megatron had their original voice actors. For Jazz it was due to Scatman Crothers having passed away. Why they were unable to have Frank Welker voice Megatron is unknown, but either a limited budget or scheduling conflicts are the likely culprits.

Toys

• Hot Rod Patrol / Construction Patrol 30 sec

Animation: Cel: Jazz and Prime pick up the Hot Rod Patrol and examine them. Stop-motion toys: The Construction Patrol destroys a bridge, making Scorponok fall into a ravine. Rawr!

Narration: Victor Caroli.

Toy segment: A glowing green energy effect turns the cel-shaded Hot Rod Patrol sitting in the palm of an unseen kid's hand into the actual toys as two other kids look on. Hubs is pushed into frame by a finger, then the segment cuts to the same scene with Roller Force. This leads to a jumpcut sequence showing Roller Force's transformation. After the stop-motion segment, Trip-Up gets the finger push treatment. This is followed by Neutro and Groundpounder pushing dirt around as they pull up in front of Crumble and Takedown. The ad ends with a second, much brief stop-motion sequence with the Hot Rod Patrol, Race Track Patrol, Monster Truck Patrol, Military Patrol, Air Patrol, and Construction Patrol parking in order in front of a ravine. After everyone is parked, the Hot Rod Patrol transforms.

Notes: Jazz is voiced by a sound-alike, Scatman Crothers having passed away. Optimus Prime's voice is provided by Peter Cullen. An undetermined Micromaster (presumably Big Daddy as he's the central focus of the group), is voiced by Neil Ross.

Jazz: "Optimus, check out the new Hot Rod Patrol." Optimus Prime: "Sharp-looking bunch but can they transform?" Big Daddy(?): "You bet we can, we're Micromasters!" {They're not just micros; They're Micromazzters! The only micros, that transform.} Big Daddy(?): "Decepticons attacking! Autobot Construction Patrol transform and destroy the bridge!" {Micromaster Transformers!} New Micromaster patrols, sold in packs of four. Collect them all! {Transformers!}

• Hot Rod Patrol / Construction Patrol 15 sec - Abbreviated (and accelerated) version of the previous commercial. Jazz is not heard but Peter Cullen and Neil Ross jibber their lines at hilariously high speed: "CheckoutmynewMicromasterHotRodPatrol!" "Micromasterconstructionpatroldestroythebridge!"

• Micromaster Combiners/Combiner Transports 30 sec

Animation: Megatron grabs at a couple of combiner vehicles (Roadburner/Wheel Blaze and Missile Master/Moonrock), only to have them split apart, reconnect, and shoot him in the face. Cement-Head and Terror-Tread, along with their transport, transform from vehicle to robot/base. Stop motion: The camera pans down a line of mixed and match Combiners combining.

Narration: Victor Caroli.

Toy segment: After the stop motion segment, the combined vehicle modes of Roadburner/Wheel Blaze and Oiler/Slide pull up next to the combined vehicle mode of Sledge and Hammer. Wheel Blaze and Roadburner are then separated and recombined with Hammer and Oiler, respectively. Cut to a closeup of Oiler being transformed and being set down next to a transformed Slide. Closeups of the combined vehicle modes of Missle Master/Moonrock and Stonecruncher/Excavator driving are followed by a greatly extended version of the stop motion combinations from earlier. After that, Missile Launcher is shown rolling along, then Cannon Transport from the other direction. Two kids are then shown driving the two transports up along each side of Tanker Truck, albeit from directions opposite the ones they were previously shown to be coming from. Tanker Truck gets a stop motion transformation sequence. This is followed by the Combiner Transports animation sequence and the a still shot of the Roadburner/Wheel Blaze, Oiler/Slide and Sledge/Hammer vehicles lined up next to each other, taken from the earlier sequence. The segment ends with Tanker Truck driving to screen right followed by a cut to Missile Launcher driving to screen left.

Notes: Victor Caroli voices Megatron (and sounds like a wussy Frank Welker), with the design based on his Action Master form; Neil Ross voices the indeterminable Micromaster. Roadburner somehow fires a laser from the short end of his cherry picker crane. Rather jarringly, this segment has worse-looking animation compared to the second.

Megatron: "This place is crawling with Micromasters!" Micromaster: "Micromaster Combiners, reconnect!" Megatron: "WHAT?!?" Amazing new Micromaster Combiners, split in two and reconnect to form new vehicles. And each half transforms into a robot. {Micromazzter Combinerz! (Connect in hundreds of combinations!)} AND there are incredible new Micromaster Combiner Transports, that transform into robots AND battle stations! {It's the ultimate transformation!} Combiner and Combiner Transports sold separately. {Transformers!}

• Micromaster Combiners 15 sec - Edited down from the previous commercial to only feature the Combiners and not the Transports.

• Action Masters 45 sec

Animation: Inside a base, Optimus Prime invites a circle of Autobots (Jazz, Prowl, Wheeljack, Rad, Over-Run and Sprocket) to join him. Prime, Jazz and Rad dash before the animation morphs to show their respective toys. Megatron, Treadshot and Krok blast through a wall before they too morph from animation to toys.

Narration: Victor Caroli.

Toy segment: Starting after the first morph from animation, we get a closeup of Optimus Prime taking a knee, his gun and his gun being placed into the hand at the end of that arm. A kid shoves Prime (his legs now straight) into the camera before a cut to a view from behind Megatron of Prime kicking Megatron's leg out from under him. A closeup pan across a large group of Action Masters and their partners is followed by an extreme closeup of Blaster flying from the bottom right to top left. This cuts to Optimus Prime dropping Soundwave with an uppercut and then another cut to Over-Run throwing a...much less effective one. After the second morph, we get a closeup of Megatron turning his head one direction as his torso and the camera turn other directions. Starscream decks Rollout and the we get a sequence highlighting the Autobots: Optimus Prime dropping Starscream with a kick to the groin, Jazz just rolling along on his skateboard and Bumblebee taking off with his helicopter. Rad holds Treadshot over his head before tossing him. Prowl mounts up on the Turbo Cycle and zooms along. Two kids swing Action Master vehicles through the air. One of them holding the Stratotronic Jet and the other the Attack Cruiser and Turbo Racer in their flight modes. A closeup of Rad and Lionizer on a turntable is followed by closeups of Wingthing, Push-Button and Anti-tank cannon's spring-loaded transfomations being activated. Anti-tank cannon (in gun mode) is then slammed into Grimlock's fist. The segment ends with a wide shot of pretty much every US release Action Master toy sitting on the various levels of the Cybertron cityscape diorama with extra copies of Prowl and Inferno just in front of the camera facing away from it.

Notes: Jazz is voiced by the same sound-alike from the Micromaster Hot Rod Patrol commercial. Rad is given a voice by Michael Bell. Optimus Prime is once again voiced by Peter Cullen. In the morphing shots, some of the Action Masters have the wrong guns. The first shot has Jazz holding Rollout's gun, while Prime is brandishing Devastator's. In the second shot, Megatron is holding Grimlock's gun. Considering that Prime is shown being equipped with the correct gun immediately after the first morph, the toy footage probably used the wrong guns to match the animation. This ad has an unusual length, clocking in at 45 seconds. This ad not only heavily features the existing popular Transformers characters from the first few years of the line, but never names and gives little screen time to any of the new characters. Even the featured vehicles are piloted mostly by existing characters. This, along with the morphs from animation to real toys, shows how heavily Hasbro was betting on the recognizable characters from the cartoon to sell the line. Jazz, for some reason, also has a thumbnail in the cel animation.

{Action Masters!} Optimus Prime: "Who will join me? Who will give up the power to transform to become stronger faster more alive?" [sic] Jazz: "I will!" Rad: "Count me in!" And so, Action Masters are born! Transformers Action Masters are incredibly detailed action figures! {Action Masters! The action, is alive! (Alive!) Action Masters!} But the eeevil Decepticons steal the power and become Action Masters too. Led by Megatron, and Starscream, they battle Optimus Prime, Jazz, and Bumblebee like you've never seen them battle before! Action Masters ride into battle in sleek transforming vehicles and fight alongside vicious transforming animals and battle droids. {Transformers. Action Masters!} Get in on the action! {Action Masters!}

• Action Master Vehicles — Starscream, Prowl, and Overrun 30 sec

Animation: A short battle sequence (on Cybertron?) with the three featured characters. Animated Starscream with the Turbo Jet morphs into the actual toys.

Narration: Victor Caroli.

Toy segment: Starts with a reuse of all the scenes of figures hitting each other from the previous ad. The Starscream morph leads into Starscream flying the jet alongside Axer and the Off-Road Cycle. Prowl hops on the Turbo Cycle and races alongside Over-Run in the Attack Copter. The segment ends with jumpcut transformation sequences for the Turbo Jet and Turbo Cycle.

{Action Masters!} NEW Action Masters are here! Incredibly detailed action figures that battle like never before! {Transformers! Action Masters! The action, is alive! (Alive!)} The eeeevil Starscream attacks in the Turbo Jet. But the Autobots are ready with Prowl's Turbo Cycle and Over-Run's Attack Copter. And look! The Action Master vehicles transform into powerful battle stations! {Transformers! Action Masters!} New Action Masters figures and vehicles.

• Action Master Vehicles — Wheeljack, Sprocket, and Gutcruncher 30 sec

Animation: Gutcruncher takes to the sky in the Strato Jet; Wheeljack and Sprocket drive out of a tunnel.

Narration: Victor Caroli.

Toy segment: Starts with the same reused battle scenes as the previous commercial. It then cuts to interleaved jumpcut sequences of the transformations for the Attack Cruiser and Turbo Racer. This is followed by more reused footage from the first ad. This time it's the two kids swinging the vehicles around. Gutcruncher is placed into the Stratotronic Jet before being shown flying it. The toy segment ends with a jumpcut transformation sequence for the Stratotronic Jet.

Notes: Gutcruncher speaks! His voice is provided by Wally Burr. Some unused animation with Wheeljack and Sprocket's vehicles would be used in the corresponding UK comercial.

{Action Masters!} NEW Action Masters, incredibly detailed action figures that battle like never before! Check out Wheeljack's Turbo Racer and Sprocket's attack cruiser! {Transformers! Action Masters! The action, is alive! (Alive!) (Alive!)} But look out Prime, here comes Gutcruncher in the Strato Jet! It's a flying menace that transforms into a terrifying tank and laser canon. "Destroy them!" {Transformers! Action Masters!} New Action Masters figures and vehicles. {Action Masters!}

• Action Master Vehicles 15 sec - Edited down from the previous commercial with new narration: The Autobot Action Masters transform the Turbo Racer and the Attack Cruiser. But the Decepticons battle back with Gutcruncher in the Strato Jet, transforming it into a tank and laser cannon. Action Master figures and vehicles.

1999

Advertising for products associated with The Transformers resumed with the onset of Hasbro and other comapnies leveraging the nostalgia fans have for the franchise. As such, a number of trailers and commercials for home video releases, video games, and televised airings of the cartoon series have been put out in recent years.

• Kid Rhino Video Trailer 1:22

Scenes from The Transformers: The Movie, G.I. Joe: The Movie and Jem are shown with their corresponding theme songs followed by text narration asking you to turn your home into a "big smelly zoo" by buying Kid Rhino's home video releases.

Notes: The Transformers scenes are of Unicron demolishing Lithone and Springer transforming to helicopter mode before following Rodimus Prime and the other Autobots through Unicron's right eye.

[What do you get when you cross a kid with a RHINO?] [1.A wild beast that loves to skateboard.] [2. A child with a big horn on its forehead] [3. Totally awesome home video fun!] [Transformers] [G.I.Joe] [JEM!] [Let Kid Rhino Home Video turn your home into a big smelly zoo!] [Unleash a wild Rhino, born and bred to bust-up the TV and entertain the kids!] [(Just don't let the Rhino sit on your new sofa)] [<Kid Rhino Home Video logo> Just as wild and untamed as the kids who love it!]

2006

• Sony The Transformers: The Movie 20th Anniversary Edition DVD Preview 1:12

Notes: Scenes from The Transformers: The Movie and Lion's theme song play as text narration overlays promote the features of the DVD. This preview was shown at the Transformers panel at San Diego Comic-Con 2006.

Narrator: "It is the year 2005. The treacherous Decepticons have conqured the Autobots home planet of Cybertron." [Transformers] [The Movie] [20th Anniversary Special Edition DVD] [Brilliantly Remastered and Color-Corrected] [DVD Features Include:] [Never-Before-Released 16x9 Widescreen Version] [All New Interviews] [Exclusive Commentaries] [...And More!]

• The Transformers: The Movie 20th Anniversary Edition DVD 30 sec

Narration: Victor Caroli

Notes Victor Caroli tells us all about the features of the 20th anniversary DVD release of The Transformers: The Movie in his first and only Transformers-related work since Beast Wars.

{Transformers!} The movie phenomenon is back. On DVD. In an all new special edition two disc set featuring collectible artwork. Now brilliantly remastered and color corrected plus all new featurettes, exclusive commentaries, deleted footage and much more! Own Transformers: The Movie 20th Anniversary special edition on DVD today.

2009

• Transformers G1: Awakening trailer 1 55 sec

Notes: Composed of sound-less excerpts of actual game footage highlighting some aspects of the control interface, in-game bios and battle mechanics.

[Coming on iPhone/iPod Touch end of February 2010]

• Transformers G1 Awakening trailer 2 30 sec

Notes: Excerpts from the Season 1 intro to the original The Transformers cartoon are interspersed with shots of a CGI cellphone displaying actual game footage. The cartoon animation is taken from Kid Rhino's Season 1 DVD boxset, complete with the "remastered" 5.1 surround sound audio track.

[Defeat the Decepticons in turn-based battles] [More Than Meets The Eye]

• Shout! Factory The Transformers: The Complete First Season trailer 1:12

Narration: Unknown.

Notes: Animation excerpts from the first season of The Transformers play as the narrator introduces the set and tells us about the special features. Also features excerpts from the set's special features including one of the PSAs. To Shout! Factory's credit, the animation clips used are actually limited to the first season and the special features.

For twenty-five years, the war between the Autobots and the Decepticons has captivated children and adults alike. Optimus Prime: "Hello again, Megatron!" Now, return to where the phenomenon began. Optimus Prime: "Autobots, transform and roll!" All sixteen episodes of the groundbreaking first season in a three DVD set. Starscream: "It's time for action, not words!" Optimus Prime: "Fire!" Soundwave: "We have been detected." Jazz: "Autobots, transform!" Megatron: "The universe is mine!" Optimus Prime: "It's just you and me now, Megatron." Bonus features include: The History of the Transformers... Wayne Luther: "It became visually distinct to be able to set them aside as Decepticons fly, Autobots are on the ground." ...classic Hasbro toy commercials, a rare PSA, and more. Bumblebee: "This happiest day of my life!" Own the series that helped define a generation. Optimus Prime: "Thanks!" Transformers: Season One. Now on DVD. Megatron: "We shall rise again!"

• Shout! Factory The Transformers: The Complete Second Season, Volume 1 trailer 1:12

Narration: Unknown, same as previous trailer.

Notes: Nearly the same as the previous ad with minor modifications to the narration and DVD set photos, along with inserting some season two excerpts in place of some of the season one excerpts.

For twenty-five years, the war between the Autobots and the Decepticons has captivated children and adults alike. Optimus Prime: "Hello again, Megatron!" Now, return to where the phenomenon began. Optimus Prime: "Autobots, transform and roll!" The original groundbreaking series is now on DVD. Starscream: "It's time for action, not words!" Optimus Prime: "Fire!" Soundwave: "We have been detected." Jazz: "Autobots, transform!" Megatron: "The universe is mine!" Optimus Prime: "It's just you and me now, Megatron." Bonus features include: All new interviews... Wayne Luther: "It became visually distinct to be able to set them aside as Decepticons fly, Autobots are on the ground." ...classic Hasbro toy commercials, rare PSAs, and more. Bumblebee: "This happiest day of my life!" Own the series that helped define a generation. Optimus Prime: "Thanks!" Trans-formers. The original series. Now on DVD. Megatron: "We shall rise again!"

2010

• Shout! Factory The Transformers: The Complete Third and Fourth Season trailer 1:12

Narration: Unknown, same as previous trailer.

Notes: Nearly the same as the previous ad with minor modifications to the narration and DVD set photos, along with inserting some season three excerpts in place of some of the season one excerpts. This trailer is also effectively the trailer for the Second Season Volume 2 as no trailer was produced specifically for it. Shout! Factory's product listing for Season Two Volume Two links to this trailer.

For twenty-five years, the war between the Autobots and the Decepticons has captivated children and adults alike. Optimus Prime: "Hello again, Megatron!" Now, return to where the phenomenon began. Optimus Prime: "Autobots, transform and roll!" The original groundbreaking series is now on DVD. Starscream: "It's time for action, not words!" Optimus Prime: "Fire!" Soundwave: "We have been detected." Jazz: "Autobots, transform!" Megatron: "The universe is mine!" Optimus Prime: "It's just you and me now, Megatron." Bonus features include: All new interviews... Wayne Luther: "It became visually distinct to be able to set them aside as Decepticons fly, Autobots are on the ground." ...classic Hasbro toy commercials, rare PSAs, and more. Bumblebee: "This happiest day of my life!" Own the series that helped define a generation. Optimus Prime: "Thanks!" Trans-formers. The original series. Now on DVD. Megatron: "We shall rise again!"

2011

• Cobra-palooza Megatron-A-Thon 30 sec

Narration: Unknown.

Notes: Cobra Commander and Megatron have an argument related to a New Year's Day marathon of G.I. Joe: A Real American Hero and the Generation 1 cartoon. The argument uses edited footage from The Transformers and the Sunbow G.I. Joe cartoon. The initial shot of Cobra Commander coming on Megatron's view screen actually has the Cobra Commander footage pasted over a shot of Optimus Prime activating Teletraan-1's console. Cobra Commander's voice is provided by an unkown Chris Latta soundalike. Megatron appears to be voiced by Frank Welker, albeit with more growl and without the up pitching of the original show's voice processing.

Cobra Commander: "Cobra Commander here." Megatron: "New Year's Day, first one to world domination takes it." Cobra Commander: "You're on, I've got an epic" {COBRA PALOOZA!} Megatron: "Easily outdone by my" {MEGATRON-ATHON!} Cobra Commander: "Yeah Megatrona-wannabe!" Megatron: "Take off that mask and say that to my face you Cobrapalooza!" Cobra Commander: "Megatron a blah blah" Megatron: "Why you, I..." Five episodes of G.I. Joe: A Real American Hero is followed by five episodes of Transformers. It's the Cobrapalooza Megatron-athon. Check you local listings. Only on the Hub.

• Transformers The Japanese Collection: Headmasters trailer 49 sec

Animation: Excerpts from Transformers: The Headmasters.

Narration: Unknown.

Notes: As excerpts of The Headmasters play, the narrator gives us a description of the DVD set.

Enter the world of the Headmasters. Transformers The Japanese Collection: Headmasters! {Head on! Head on! Head on!} For the first time on DVD. This four disc set contains all thirty-five episodes of the action packed, animated series. Including the original Japanese audio with all new English subtitles. And an art gallery. Transformers The Japanese Collection: Headmasters. Now available on DVD.

2014

• Transformers 4 July Marathon 30 sec

Friday, July 4th. Celebrate the Transformers' 30th Anniversary with the Hub Network. "Lock and load." Featuring three decades of Transformers action-- "Roll out." All. Day. Long. "Let's go for it." "Brace yourselves." There's fireworks a plenty-- "Boom." with the 4th of July Transformers Marathon. Friday, July 4th, starting at 11:00 AM Eastern, 10:00 AM Central. Only on the Hub Network.

Notes: this was a marathon featuring the re-titled Transformers: The Animated Movie, Predacons Rising, and various Rescue Bots episodes.

2016

• The Transformers: The Movie 30th Anniversary Edition 1:16

Animation: Excerpts from The Transformers: The Movie.

Narration: Ubknown.

Notes: Excerpts from the movie are shown with Lion's version of the theme song and then Stan Bush's Dare playing in the background as the narration tells us about this new release of the movie. An excerpt of an interview with Neil Ross where he describes his astonishment at fan reverence is used as an example of the special features.

Transformers: The Movie The Thirtieth Anniversary Edition is now on DVD and, for the first time, on Blu-ray! {Transformers! Transformers!} Unicron: "I...am Unicron." Hot Rod: "Who's Unicron?" Kranix: "A plaent that devours everything in its path." Galvatron: "Die Autobots!" Optimus Prime: "Megatron must be stopped, no matter the cost." Megatron: "Such heroic nonsense." The Thirtieth Anniversary Edition is remastered from a stunning new 4K transfer. Plus brand new bonus features. Neil Ross: "When I did this one line that fans seem to remember and like, there was this eruption of cheers and applause. And I went: <jaw drops>". Transformers: The Movie The Thirtieth Anniversary Edition. Optimus Prime: "One shall stand, one shall fall." Now available on Blu-ray, DVD, and digital download.

2018

• The Transformers: The Movie Fathom Events trailer 30 sec, 20 sec

Animation: Excerpts from The Transformers: The Movie.

Narration: Unknown.

Notes: An advertisement for Fathom Events; one day return of The Transformers: The Movie to theaters on September 27th, 2018 along with a look at the then upcoming Bumblebee. Soundtracked by Lion's version of the theme song and Dare.

Back in theaters for a one day nationwide event on September 27th. Transformers: The Movie. Optimus Prime: "One shall stand, one shall fall." [Relive The Adventure] Including a look behind the scenes of the new Bumblebee movie. Transformers: The Movie. Get tickets at FathomEvents.com.

2021

• The Transformers: The Movie 35th Anniversary Fathom Events trailer 20 sec

Animation: Excerpts from The Transformers: The Movie.

Narration: None.

Notes: An advertisement for Fathom Events' two day return of The Transformers: The Movie to theaters on September 26th and September 28th, 2021 in honor of its thirty-fifth anniversary. Soundtracked by Lion's version of the theme song and Dare.

[Back In Theaters] [2 Days Only September 26 & 28] [1986-2021 35 Years The Transformers: The Movie] Optimus Prime: "One shall stand, one shall fall." [1986-2021 35 Years The Transformers: The Movie] [Tickets On Sale FathomEvents.com]

References

External links

• Generation 1 toy commercial compilation playlist, 1984-1990