Commercial



Despite the existence of comics, cartoons, and other media intended to advertise Transformers toys, Hasbro has routinely commissioned standard television commercials to promote their current toy lines.

Commercials for Transformers typically use a combination of animation and live-action film featuring the characters/toys in question.

Generation 1


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 provided voice-overs to describe just how exciting the incredible new toys were. Various show characters narrated some spots, including Optimus Prime, Megatron, Ultra Magnus and Rodimus Prime, but Caroli and the other guy were usually there at the end to affirm that the toys were "each sold separately". 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.



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.

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.

Many commercials were reedited into even shorter versions, without the animation segments.

1984



 * The Transformers #1.
 * The very first Transformers commercial was for the then-upcoming first issue from Marvel comics. It begins with fast pan-ins swooping over Cybertron and Earth, and moves on to Transformers fighting, including an early, black-helmeted version of Megatron landing and firing his fusion cannon. Optimus Prime charges out of an explosion cloud, transforms and fires his gun repeatedly, and an image of the first issue cross-fades and spins into view.


 * Transformers
 * 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. Also features some very early 80s streaking as the toys are shown instantly changing from vehicle to robot.
 * Narration: almost none, apart from "The Transformers, from Hasbro", by The Other Guy. The one who's not Victor Caroli.  The show's season 1 theme song plays over most of the commercial.
 * Kidmation: bowl haircut kid mouths robotic "Robots in disguise!"


 * Optimus Prime
 * Animation: recycled from the Transformers #1 commercial and the cartoon opening, including animation model Megatron leading his troops, immediately followed by pre-animation model Megatron landing. Whoops!
 * Narration: The Other Guy.
 * Kidmation: Buck-toothed kid mouths robotic "Robots in disguise!"
 * "Attack the Autobot commander!" Yep, Optimus Prime's name is never actually mentioned in the commercial.




 * Soundwave
 * Animation:
 * Narration:
 * Kidmation:




 * Mini-Spies
 * Animation: a Mini-Spy enters Autobot Headquarters and starts messing with the computer; Huffer and Cliffjumper check his faction symbol. It's a Decepticon!  After him!
 * Narration: unknown.
 * Kidmation: kid points urgently at the camera: "It's an Autobot!"


 * Transformers Power Cycle
 * Advertising a Coleco-made Big Wheel.
 * Animation: Recycled from the first Transformers commercial, including black helmet Megatron, and some cuts between the live-action and animated footage that has the kid blasting some Autobots. Oops.
 * Narration: some wussy dude.


 * The original cartoons on VHS, with excerpts from "More Than Meets the Eye".

1985

 * Jetfire and Shockwave.
 * Animation: Jetfire (with a toy-based animation model) 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 buck-toothed kid mouths the robotic "Robots in disguise!"


 * Dinobots.
 * Animation: Amid a raging thunderstorm on Earth, Grimlock, Slag and Sludge take on Soundwave, Ravage and Laserbeak.
 * Narration: the other guy.
 * Kidmation: buck-toothed kid with freaky glowing green eyes mouths robotic "Robots in disguise!"
 * * Dinobots - a re-soundtracked version of the previous commercial, with the Transformers theme song, Victor Caroli narrating, and the non-glowing-eyes kid.


 * Insecticons plus Swoop.
 * Animation: a horde of Insecticons attacks a farm.
 * Narration: the other guy.
 * Kidmation: glowing green eyes kid.


 * Constructicons/Devastator.
 * Animation: the Constructicons, working on a building site in the desert, suddenly transform and combine. Devastator touches his fists together over his head and is enveloped with energy.
 * Narration: Megatron, the other guy.
 * Kidmation: kid's face fold-morphs into Ultra Magnus-like generic robot.
 * "It's Devastator — six Constructicons in one!"


 * Jumpstarters
 * Animation:
 * Narration:
 * Kidmation:
 * In the world of the Transformers, no Autobots can jump into battle faster than the Jumpstarters!


 * Autobot cars.
 * Animation: As Optimus Prime and Jazz fight a battle, Smokescreen, Tracks, Hoist, Inferno, Red Alert and Grapple drive up and transform, prompting Megatron to summon Thrust and Dirge.
 * Narration: unknown.
 * Kidmation: Beatles haircut kid mouths robotic "Robots in diguise!"


 * Triple Changers and Perceptor.
 * Animation: the Autobot blast a trestle out from under train-mode Astrotrain, who transforms and flies away; Perceptor examines some debris.
 * Narration: Victor Caroli
 * Kidmation: Kid face to generic Magnus face.




 * Blaster.
 * 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: glowing green eyes kid.
 * Not a working radio!


 * Omega Supreme.
 * Animation: in the desert, Starscream and Thrust attack the new Autobot defense base, not realizing it's Omega Supreme. Omega transforms and attacks.  Includes Transformers: The Movie stinger at the end.
 * Narration: Optimus Prime.
 * "It's the Autobot defense base!" "But where are the Autobots?"


 * Prime time spot
 * Alex Karras calmly promotes the virtues of Perceptor (a working microscope!) and urges you to shop now if you want one for your kid for Christmas.


 * Rubsigns
 * To distinguish real Transformers from bootlegs and other brands such as Tonka GoBots.
 * "We are conquerors. No one is like us.  Only we have the right to be called by the name.  Only we have the right to wear this symbol, or THIS symbol.  Only WE are Autobots and Decepticons.  And only WE are the Transformers!  Only the Transformers are REAL Transformers!"


 * Tyco Transformers Train Set
 * Animation: pseudo Autobots and Decepticons fight it out over the transforming train.

1986

 * Transformers: The Movie trailer.
 * Animation: clips from the movie, starting with the Autobot shuttle launching and the Sharkticon guard pulling the feed-them-to-the-Sharkticon lever. "The Touch" plays across the first half, then Lion's rendition of the theme song.
 * Narration: Victor Caroli introduces the characters and expounds on how great the movie is.
 * Hold on tight. The most incredible rock and roll adventure ever is here!
 * * Numerous shorter versions aired as well. ("Two Years in the making, unlike anything seen on television...")  Later versions often ended with a countdown to the movie's opening date ("Opens in five days!" or "Now playing!").


 * Hot Rod, Kup, and Blurr; Cyclonus and Scourge; and Rrrrrodimus Prime.
 * Animation: a running battle with each character charging in as the narrator identifies him.
 * Narration: Victor Caroli
 * Kidmation: kid face to Galvatron face.
 * No one can take on the Decepticons like Rrrrrodimus Prime!


 * Ultra Magnus.
 * Animation: 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: Optimus Prime; Victor Caroli (each sold separately.)
 * Kidmation: kid face to generic Magnus face.


 * Ultra Magnus and Galvatron.
 * 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.
 * Includes tail-end ad for The Transformers: The Movie, narrator unknown. Does Prime die?!




 * Springer and Wreck-Gar.
 * Animation: Draws heavily from The Transformers: The Movie. Springer's shuttle is destroyed by the Decepticon mothership; he flies to the surface of Junkion and battles Wreck-Gar and another Junkion. Wreck-Gar's voice is nearly the same as Megatron's.
 * Narration: Optimus Prime describes Springer; Megatron gleefully describes Wreck-Gar as though he were a Decepticon; Victor Caroli (each sold separately.)
 * Kidmation: kid face to generic Magnus face.


 * Sharkticons, Kup, Hot Rod and Wheelie.
 * Animation: like the previous commercial, heavily based on the movie. Hot Rod and Kup battle a group of Sharkticons, and Wheelie (sounding like Scrappy Doo) arrives to help.
 * Narration: Prime and Megatron; Victor Caroli (sold separately).
 * Kidmation: kid face to Galvatron face.
 * Autobots never faced an evil force worse as the terror of - the Sharkticons! (??)


 * Aerialbots and Stunticons.
 * 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.
 * Narration: Optimus and Megatron.
 * Kidmation: kid face to generic Magnus face.
 * "Only the Stunticons!" ...only the Stunticons what?


 * Combaticons/Bruticus and Metroplex.
 * Animation: the Combaticons fly through a canyon, combine, and attack Metroplex, who transforms to his enormous robot mode and fires at them.
 * Narration: Megatron, Optimus Prime; Victor Caroli (from Hasbro.)
 * Kidmation: kid face to Galvatron face.
 * "But the Combaticons can combine to form Bruticus!"


 * Protectobots/Defensor and Trypticon.
 * Animation: The Protectobots drive down a road towards the Decepticons' massive new base, transform and attack. At Astrotrain's command, the base transforms into battle station mode; the Protectobots become Defensor and fire back.  Trypticon changes to dinosaur mode and blasts fire-breath at Defensor.
 * Narration: Megatron and Optimus Prime; Victor Caroli (batteries not included.)
 * Kidmation: kid face to Galvatron face.
 * Two kids playing with the toys are very affected by the sight of toy Trypticon knocking over Defensor.


 * Predacons.
 * Animation: the Predacons charge in to counter the Dinobots.
 * Narration: Megatron; Victor Caroli (each sold separately.)
 * Kidmation: kid face to generic Magnus face.
 * "Few Decepticons can stand up to the Dinobots, but the Predacons can!"


 * Sky Lynx.
 * Animation: Sky Lynx swoops in to save the Dinobots from Predaking.
 * Narration: Optimus Prime; Victor Caroli (batteries not included.)
 * Kidmation: kid face to generic Magnus face.


 * Triple Changers - Sandstorm, Broadside and Octane.
 * Animation: Blitzwing and Astrotrain attack Powerglide and Warpath; Sandstorm and Broadside change repeatedly as they travel over land and water.
 * Narration: Victor Caroli.
 * Kidmation: kid face to generic Magnus face.
 * Autobot - triple changers battling - the triple changers of - the Decepticons!




 * Battlechargers.
 * Animation: Amid a field of erupting volcanoes, Ultra Magnus and a team of Autobots march forward in lock-step, prompting Runabout to drive off a cliff, transform and fire.
 * Narration: Megatron; Victor Caroli (each sold separately.)
 * Kidmation: kid face to Galvatron face. The toy portion also features repeated cuts of a kid's head/eyes following the rolling Battle Charger toys.
 * Nobody jumps into action - faster than - Battlechargers!


 * Prizes in Disguise contest/reflective patches.
 * Animation: Jazz and Cosmos shine their headlights to reveal that a group of humans are wearing Transformers reflective patches, thus gaining entry to the Autobot base.
 * Narration: Victor Caroli
 * Kidmation: kid face to generic Magnus face; also, a kid saying "Robots in Disguise" through the Voice Changer.
 * You could win a party with life-sized Transformers!

1987
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.




 * Headmasters.
 * Animation: The Headmaster Nebulans climb into their respective partners, who are parked in vehicle mode; they roll out and clash with the Headmaster Decepticons.
 * Narration: Rodimus and Ultra Magnus narrate (well, Rodimus actually spews out a series of basically incomprehensible lines.)
 * Kidmation: a kid leaps and flips, turning into a stop-motion version of Ultra Magnus's toys.
 * Head. MasterTransformers—more muchmore than meets the eyes! [sic]


 * Decepticon Headmasters.
 * Animation: At the secret base of the Headmaster Decepticons, the "trainers" are putting Skullcruncher, Weirdwolf and Mindwipe through their paces, having them jump through hoops and smash through rock statues of the Autobot Headmasters. Yes, the "trainer" concept actually made it into animation.  They even carry whips!
 * Narration: Galvatron, Victor Caroli
 * Kidmation: kid to stop-motion Magnus toy.
 * Nothing's better than going into battle with these Transformers!


 * Headmaster Horrorcons.
 * 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.
 * The jaws of the beast become the pilot of the plane, and the pilot of the plane becomes the head of the robot!


 * Targetmasters
 * Animation: live-action set of a rocky planet explodes. Cel: on Cybertron(?), Sureshot gets strafed by Triggerhappy, who transforms; the two grapple, and 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, Victor Caroli
 * Kidmation: Kid flips and becomes stop-motion Ultra Magnus toy.
 * Two Trans-for-mers, all in one! The vehicle transforms and so does the gun!


 * Six Shot.
 * Animation: Rodimus and Galvatron lead their teams in battle; Six Shot attacks and runs through his various modes, as Galvatron describes them and Cyclonus counts them off.
 * Narration: Victor Caroli
 * The most challenging Transformer of them all!




 * Technobots/Computron and Scorponok.
 * Animation: Galvatron runs 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: Galvatron, Victor Caroli
 * And now it's a beast with capture claws and a trainer who becomes... the HEAD of its robot!


 * Technobots and Terrorcons.
 * Animation: the two teams battle on Earth, while Rodimus and Magnus narrate. Includes Decoy ending.
 * Narration: Ultra Magnus, Rodimus Prime, Victor Caroli
 * Kidmation: Kid to stop-motion Ultra Magnus.
 * "Those hi-tech heroes are in for one horrific battle!"


 * Punch/Counterpunch and Clones.
 * 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. Includes Decoy ending.
 * Narration: Victor Caroli.
 * Kidmation: Kid to stop-motion Ultra Magnus.


 * The Monsterbots.
 * 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, then burst through a wall and fight some Decepticons.
 * Narration: Victor Caroli
 * Kidmation: Kid to stop-motion Ultra Magnus.
 * "The new Autobots are Monsterbots!"




 * Duocons/Throttlebots.
 * 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. That jet is going to crash into that tank!
 * Narration: Galvatron, Victor Caroli
 * Kidmation: Kid to stop-motion Ultra Magnus.
 * They think they’re twice as tough as any Autobot - and MAYBE THEY ARE.


 * Fortress Maximus. "FOR-TRESS MAX-I-MUHUUUS!"
 * Animation: Fortress Maximus transforms to base mode and blows away the Terrorcons, who combine and attack him.
 * Narration: Victor Caroli, Rodimus Prime, Ultra Magnus.


 * Headmasters comic book.
 * 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.  Features completely random, made-up heads for the pre-Headmaster robots.
 * Narration: Victor Caroli.

1988
Many of the 1988 commercials began with a still shot of several animation frames, arranged as if in a comic book. The camera would zoom in on one as the animation began.


 * Pretenders
 * Animation: The Autobot Headmasters and Decepticons battle, then the three Autobot Pretenders are created (nekkid!). Dreadwind and Darkwing attack and the armored Pretenders split to reveal their robots, forcing the Decepticons to flee. The Decepticon Pretenders burst through the wall and both groups split.
 * Narration:
 * * Pretenders.
 * Animation: The Autobot Pretenders splitting, re-used from the above commercial.
 * Narration: Victor Caroli
 * Kidmation: A bizarre segment of kids proclaiming what they "are" {"I’m a video gamer!" "I’m a skateboarder!"), only for the skateboarder to split Pretender-style, revealing a generic CGI robot who announces "I’m a Transformer!"




 * Powermasters
 * 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.
 * Narration: Victor Caroli
 * Includes tail-end ads spot for the relevant Marvel Comics issue.
 * Their engine’s the key that unlocks their Transformer en-er-geeee!


 * Pretenders
 * Animation:
 * Narration:
 * Includes tail-end spot for the relevant Marvel Comics issue.
 * After a series of startling defeats at the hands of the Decepticons...




 * Powermaster toys
 * Animation: Dreadwind and Darkwing chase Getaway and Slapdash around the rim of a crater.
 * Narration:


 * Powermaster Optimus Prime
 * Animation: Recycled footage of Prime transforming from the Powermasters commercial; Powermaster Optimus Prime firing Quickswitch.
 * Narration: Victor Caroli
 * Kidmation: A kid's crackles with energy, which surrounds and replaces his head with very, and we mean very, crude CGI Optimus Prime head.
 * POW-er-master Optimus Prime! Greatest hero of his time!  ("It's great to be back!")
 * * Powermaster Optimus Prime - edited down from the previous commercial.


 * Powermaster Prime and Doubledealer
 * 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
 * "Who’s that new Transformer with Optimus Prime?"




 * Small Headmasters
 * Animation: the small Autobot Headmasters drive on a rocky world and transform; the small Decepticon Headmasters burst through a wall and transform.
 * Narration: 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?) robot.
 * And when the head enters the robot's body you get a readout of its power!




 * Pretender Beasts/Pretender Vehicles
 * Animation: Snarler and Chainclaw 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:
 * Kidmation:


 * Quickswitch. "It's Quickswitch, Sixshot's son! And he's on our side!"
 * 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.
 * Narration: Victor Caroli
 * Kidmation: a kid holding the toy mouths a synthesized "How quick can you all six" [sic], while his head flops around disturbingly.
 * Determined to make good where his Decepticon father went bad, Quickswitch joins the Autobots!


 * Double Targetmasters
 * Animation: the small Targetmasters fight it out on a barren world.
 * Narration: Victor Caroli
 * Kidmation: kid flips over and turns into a gun for a very crude CGI robot.
 * Targetmaster Transformers—theeeeeey've got the power to surprise!




 * Firecons
 * Animation:
 * Narration:
 * Kidmation:


 * Triggerbots/Triggercons
 * Animation: recycled Dreadwind and Darkwing chasing Getaway and Slapdash, from the Powermasters commercial.
 * Narration: Victor Caroli.
 * And when the Triggerbots battle the Triggercons, there's no doubt there'll be a real shoot-out! KERRUNCH.




 * Seacons
 * Animation: Beneath the ocean, the Seacons take bites out of a submarine.
 * Narration: unknown.
 * Kidmation: a kid leaps over the top of a generic stop-animated robot and transforms into his gun, which he fires.
 * * Seacons / Sparkabots / Firecons: combined with portions of the Seacon commercial.
 * * Seacons / Triggerbots / Trigggercons: same as previous.

1989

 * Micromasters
 * Animation: A cel spot featuring Prime, Dreadwind and Darkwing, and a stop-motion toy portion featuring a bizarre light and dark gray Scorponok.
 * Narration:


 * Micromaster Patrols
 * Animation:
 * Narration:
 * "Our new commandos, who go where no one else goes!"


 * Micromaster vehicles and bases.
 * Animation: Prime opens his palm to reveal a Micromaster city; a horde of Micromasters swarms over an attacking Giant Decepticon Warrior; Red Hot transforms and flies at the camera. Stop-motion spots show a fleet of Micromaster vehicles driving around the combined playsets.
 * Narration: Victor Caroli
 * The most incredible "Micro"-s of all! They're not just small; they're Tranzzforrrmerrzzz!
 * * Micromaster battle stations, edited down from the previous commercial. Narration: Victor Caroli. The only Micros that transform!
 * * Micromaster transports, edited down from the previous commercial.




 * Micromaster micro bases.
 * Animation: Bumblebee drags two captured Decepticon vehicles into an Autobot base, only to have them transform and attack.
 * Narration: Victor Caroli
 * You can connect them to form whole cities!
 * * Micromaster micro bases, edited down from the previous commercial. Narration by Victor Caroli.


 * Classic Pretenders.
 * Animation: As Prime transforms and comes under attack in a nighttime city, the Autobot Pretenders arrive to help out. "Jazz, you're back!"
 * Narration: Victor Caroli
 * And the eeeevil Starscream is here too!
 * * Classic Pretenders, edited down from the previous commercial.


 * Mega and Ultra Pretenders.
 * Animation: Crossblades and Vroom slowly drift out of their shells and transform; Roadblock's two robot forms both pop out of his vehicle shell and fire.
 * Narration: Victor Caroli.
 * Who's more than they pretend to be? Mega Pretender Transformers, Mega Pretenders!
 * * Mega Pretenders, edited down from the previous commercial. Inside one, there's the other; then they both transform and combine to form another!
 * * Ultra Pretenders, edited down from the previous commercial.




 * Pretender Monsters.
 * Animation: Starscream dunks Wildfly, Icepick and Scowl into colorful vats; they and the others emerge as Pretenders and charge at the camera. BEYOND (beyond) anything you've EVER SEEN before: Transformers Monster Pretenders!
 * Narration: Victor Caroli
 * Now, the Decepticons have Monster Pretenders. Monster Pretenders with rubbery skin!

1990




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 the real toys.


 * Action Masters.
 * Animation: inside a base, Prime invites a circle of Autobots to join him.
 * Narration: Victor Caroli
 * "Who will give up the power to transform to become stronger faster more alive?" [sic]


 * Action Master vehicles—Starscream, Prowl, and Overrun.
 * Animation: a short battle sequence (on Cybertron?) with the three featured characters.
 * Narration: Victor Caroli
 * And look! The Action Master vehicles transform into powerful battle stations!


 * Action Master vehicles—Wheeljack, Sprocket, and Gutcruncher.
 * Animation: Gutcruncher takes to the sky in the Stratojet; Wheeljack and Sprocket drive out of a tunnel.
 * Narration: Victor Caroli
 * "Estroy them!" [again, sic]
 * * Action Master vehicles— edited down from the previous commercial.




 * Hot Rod Patrol and Construction Patrol.
 * 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
 * * Hot Rod Patrol / Construction Patrol—abbreviated (and accelerated) version of the previous commercial. Neil Ross jibbers his lines at hilariously high speed: "Micromasterconstructionpatroldestroythebridge!"


 * Micromaster Combiners/Combiner Transports.
 * 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. A rather wussy Frank Welker soundalike voices Megatron; Roadburner somehow fires a laser from the short end of his cherry picker crane.
 * Narration: Victor Caroli
 * * Micromaster Combiners—edited down from the previous commercial.

Generation 2
Advertisements for Generation 2 were totally hip to what the hep cats were digging. First they started with a more theatrical, orchestrated version of the original theme song. But that background-music-singing jive was totally bogus, so it was replaced by the "rap music" that all the kids listen to these days. Cel animation was so five minutes ago; these commercials used graphical images made with a hi-tek com-pu-tor. (To be fair, the CGI quality rapidly improved as Generation 2 's run continued, with some of the later ones being modestly impressive for their time.)

1993

 * Generation 2 comic book
 * Animation: Prime drives down a road and transforms; Ramjet swoops down and transforms to robot mode, then runs and fires. Prime and Ramjet shoot each other and grapple; Prime sends Ramjet flying.  There are TWO moons in the sky.
 * Narration: Victor Caroli
 * ''Going ballistic to destroy the Autobots and conquer mankind, Ramjet IS an eevil Decepticon!"


 * Optimus Prime.
 * Animation: Highway/vs. Ramjet, recycled from the Generation 2 comics commercial.
 * Narration: Victor Caroli
 * "Uhmmm Mmptms Prmmm!"
 * * Optimus Prime. Edited from the previous commercial.


 * Color Changers.
 * Animation: Deluge (Decepticon) drives down a race track; Drench pops up in robot mode to attack him; Deluge transforms and fires back.
 * Narration: Victor Caroli
 * Blast 'em with hot water to create disturbing imagery find out whose side they're on!
 * * Color Changers. Edited down from the previous commercial.


 * Megatron.
 * Animation: Prime drives and transforms, but something targets his head with a computer readout. Megatron rolls up, transforms and fires, tackling Prime.
 * Toy segment: Megatron completely trashes a poor Optimus Prime toy, knocking him down a hill, rolling over him in tank mode, etc.
 * Narration: Victor Caroli, basically saying that Prime sucks and Megatron can kick his ass.
 * Listen to the voice of DOOM! "Megatronattack." [sic]
 * * Megatron. Edited from the previous commercial.


 * Jets and cars (Starscream, Ramjet, Inferno, Jazz, Sideswipe.)
 * Animation: Starscream and Ramjet fly over rocky desert; Ramjet transforms and lands. Jazz drives through a roller coaster city highway and transforms.
 * Narration: Victor Caroli
 * Inferno's water cannon is rainin' pain!
 * * Jets and cars. Edited from the previous commercial.


 * Constructicons / Dinobots.
 * Animation: The Constructicons drive at the camera, scraping and tearing up the ground, Bonecrusher transforms into a very off-model robot mode and smashes an electrical box. Devastator smashes the ground, but the three Dinobots emerge from a fissure and attack.  Dino-mode Grimlock grabs Devastator by the leg and throws him aside.
 * Narration: Victor Caroli
 * They'll blast those Decepticons into extinction!
 * * Dinobots. Edited from the previous commercial.
 * * Constructions. Edited from the previous commercial.

1994

 * Aerialbots / Combaticons.
 * Animation: Five jets soar over a live-action neighborhood; Silverbolt transforms and lands before a hyper-excited kid. "Jet formation!" "Jet transformation!"   Superion and Bruticus slug it out in the kid's neighborhood; Superion moves the kid to "safety" five feet away.  "That was brutal!"  "No, that's BRUTICUS!"
 * Narration: Victor Caroli (each sold separately)
 * Sample lyrics: The Combaticons are WARRING / Onslaught is ROARING / He is one metamorphing DUDICUS / They all combine / and kick Superion's behind / as the big bad battling BRUTICUS!


 * Rotor Force / Laser Rods.
 * Animation: At a race track, a live-action kid watches some of the Laser Rods race; Sizzle transforms and punches a pole aside. A moment later, Leadfoot also transforms, and fires a rotor blade.
 * Narration: Victor Caroli (each sold separately)
 * Sample lyrics: Flying all around / On the air and on the ground / Transformer rotors are SPINNIN'! / They can change before your eyes / into rotor-shooting guys / When they get into a battle they be WINNIN'!
 * Holy crap, did Sizzle kill that kid?


 * Combat Heroes
 * Animation: A live-action kid whines about a "battle tank" driving down his suburban street; it changes into Megatron. Fortunately, Prime is parked right behind the kid, and transforms to fight Megatron.  "Battle THIS!"  A moment later, the kid cheers for truck-mode Prime, only to have another truck transform into Prime -- "Uh, over here."  Includes Peter Cullen voicing Optimus Prime.
 * Narration: Victor Caroli (each sold separately)
 * Sample lyrics: It's heavy metal crunchin' time / as Optimus Prime / goes toe-to-toe with Combat Megatron / Prime is one tough dude / underneath his hood / he's a transformin' missile firin' phenomenon!
 * * Combat Heroes. Edited from the previous commercial.


 * Dreadwing and Smokescreen.
 * Animation: A kid runs down a city street, fleeing Dreadwing, who strafes the street before transforming to tank mode while Smokescreen flies overhead. On a downtown street, the kid cries for help as Dreadwing and Smokescreen transform to robot mode in front of him ("No one can save you... from mustache-twirling triple-changing Dreadwing!")  Electro and Sizzle (yes, Sizzle the Decepticon) drive up and transform, fighting the pair, but in the end they get picked up and smashed into each other by their foes.
 * Narration:
 * Sample lyrics: DreadWING / is punishING / his Gatling gun is ILLIN'!
 * * Dreadwing. Edited from the previous commercial. The evil Dreadwing is a triple changer!
 * "Autobots! HALP! me." [sic]


 * Cyberjets.
 * Animation:
 * Narration: Victor Caroli
 * This commercial is a 15-second version, typically the length of an edited version. To date, no full 30-second version has surfaced online, which is a shame, because it would probably have a rap song.

1996

 * Wave 1 Deluxe class toys.
 * Animation: CGI Bat Optimus Primal and Crocodile Megatron transform slug it out in a swamp.
 * Toy segment: New MAXIMALS! Dinobot vs. Terrorsaur.  "Evil Waspinator, full of venom, changes like never before, from insect  to high-tech  and puts the sting on Cheetor!  But treacherous Tarantula mutates and counter-attacks!"  Includes tail-end bit for the free 2-pack comic.
 * Narration: Victor Caroli
 * In the beginning, came the beasts, and all that creeps, crawls and flies. But nature lies, they're robots in disguise!
 * * Cheetor and Waspinator - edited from the previous commercial. Under the skin... lurks a robot within!
 * * Dinobot, Waspinator, Tarantulas - edited from the previous, with narration by SUNDAY SUNDAY SUNDAY!!! and cartoon excerpts of both changing to robot mode.


 * Wave 1 Mega class toys (Scorponok versus Grizz- I mean Survi- I mean Polar Claw.)
 * Narration: SUNDAY SUNDAY SUNDAY!!!
 * A robot in disguise with a bee inside!


 * Ultra class toys (Optimus Primal versus Ultra Megatron.)
 * Animation: Cartoon excerpts, with both changing to robot mode.
 * Narration: SUNDAY SUNDAY SUNDAY!!!
 * This commercial remained on television even into Beast Wars ' third or fourth year, long after production stopped on the toys shown in the commercial.

1997

 * Cybershark and Inferno
 * Animation: Cartoon excerpt - Inferno transforms, as rendered in "Spider's Game". A crude CGI Cybershark emerges from a shoreline, changes to robot mode and fires.
 * Narration: SUNDAY SUNDAY SUNDAY!!!
 * New Inferno is evil king of the anthill! With stinger missiles he's the ultimate surprise!


 * Magnaboss and Tripredacus
 * Animation: CGI
 * Toy segment:
 * Narration:


 * B'Boom and Transquito
 * Animation: CGI of both running through all three of their modes.
 * Toy segment:
 * Narration:

1998

 * Fuzors
 * Animation: An eagle and a wolf scream in horrifying agony as they're sucked inexoribly toward their searing, fiery death in a lava pit. The lava explodes and beast-mode Silverbolt flies out.
 * Toy segment: Noble Fuzor Silverbolt fights the evil Predacons Aquasting and Sky Shadow!
 * Narration: SUNDAY SUNDAY SUNDAY!!!


 * Mega class Transmetals (Megatron versus Optimus Primal)
 * Animation: Cartoon excerpt - Transmetal Megatron transforms to robot mode; Primal flies past camera.
 * Toy segment: Optimus Primal battles the evil Megatron and knocks over a few tin cans.
 * Narration: SUNDAY SUNDAY SUNDAY!!!
 * Mechanized, metalized, in disguise, BEAST WARS! Metalized machines with three modes of mean! TRANSMETALS!

1999

 * Ultra class Transmetals (Depth Charge versus Rampage.)
 * Narration: SUNDAY SUNDAY SUNDAY!!!


 * Deluxe and Mega class Transmetals II
 * Animation: Cartoon excerpt - Cheetor breaks out of his room, from "Feral Scream Part 2".
 * Toy segment: Evil Dinobot battles the heroic missile maned feline Cheetor and Cybershark!
 * Narration: SUNDAY SUNDAY SUNDAY!!!
 * "Dinobot's gonna whip your robot!"


 * Ultra class Transmetals II (Megatron versus Tigerhawk.)
 * Animation:
 * Toy segment:
 * Narration:

1999

 * Deluxe Jetstorm and Optimus Primal
 * Narration: SUNDAY SUNDAY SUNDAY!
 * Animation: various cartoon excerpts
 * Toy segment: Two boys at school fight in the only honorable way—badly transforming Optimus Primal and Jetstorm.
 * "Three o'clock at the flag pole." "I'll BE there!"


 * Megatron and Supreme Cheetor
 * Narration:
 * Animation:
 * Toy segment: two kids face off in a gymnasium, surrounded by cheering friends. Megatron Kid makes threats to the other kid, who whips out Supreme Cheetor.


 * Nightscream and Ultra Jetstorm
 * Narration:
 * Animation:
 * Toy segment: Two kids ordering food are informed by the lady behind the counter that there are only one order of fries left, so they decide to fight it out with their Transformers. The "bad" kid grabs Ultra Jetstorm and shows it off for viewers' benefit, while the "good" kid transforms his Ultra Nightscream and shoots Jetty with his disk launcher. Kid Nightscream wins and tells Kid Jetstorm that "Nightscream likes EXTRA ketchup on his fries!"  Kid Jetstorm warns him not to push it.
 * ''The challenge is in the change!"

Animorphs
with one of the characters saying "Animorphs, Transformers!" Features Jake and Tobias, plus one of the Yeerks. The synthesized "Transformers!" digital voice plays at the end.
 * A brief explanation of the Animorph story, ending

Robots in Disguise
2001
 * Optimus Prime and Ultra Magnus.
 * Narration:
 * Toy segment: Two kids who live next door to each other grab their respective Autobot Super figures and run into each other at full speed; as soon as they touch, they combine! One of the kids had a poster for the 1986 animated movie in his room.


 * Deluxe Cars
 * Narration:
 * Toy segment:
 * "Prowl" just does not sound fearsome or impressive no matter how much you growl when you yell it.


 * Team Bullet Train and Galvatron
 * Narration: unknown
 * Animation: Cartoon excerpts - one of the bullet trains transforms; Galvatron (with a new voice) tells him to "bring it on".
 * Toy segment: Two kids play with the bullet trains aboard a subway car.


 * Landfill and Ruination
 * Narration:
 * Animation:
 * Toy segment:

2003

 * Armada cartoon
 * Toonami ad, made of excerpts from the first three episodes of Armada. Narrated by Peter Cullen.


 * Mini-Cons, Red Alert, Starscream, Megatron
 * Narration: Even Keel
 * Animation: From a sand background, CGI Sonar emerges from a Mini-Con storage panel. Sped-up cartoon footage of Megatron transforming.
 * Toy segment: Kids play with the toys in a sandy environment with a sunset background. Woo woo woo woo.  "Swindle.  Starscream.  Missiles away.  Power link Mini-Cons for maximum firepower!"
 * Kidmation: Terrifyingly large-mouthed kids hold the toys and mouth "robots in disguise" while the camera bobs drunkenly.
 * Newww Transformers Armada. With powerlinking Mini-Con warriors!


 * Megatron and Optimus Prime
 * Narration: Even Keel
 * Animation: From a watery background, CGI Grindor emerges from a storage panel. Cartoon excerpt: Optimus Prime stock footage.
 * Toy segment: Kids play with the toys in a sand-laden diorama environment. That can't be good for Prime's electronic innards.
 * Kidmation: The large-mouthed kids again, with different toys.


 * Laserbeak, Hot Shot, Demolishor
 * Narration: Even Keel
 * Animation: From an ice background, CGI Jolt emerges from a storage panel. Cartoon excerpts: Hot Shot stock footage; Demolishor and Cyclonus running and firing.
 * Toy segment: Kids play with the toys in a sand-laden diorama environment. That can't be good for Prime's electronic innards.
 * Kidmation: The large-mouthed kids yet again, with different toys.


 * Galvatron, Scavenger, Jetfire, Optimus Prime
 * Narration: Even Keel
 * Animation: Cartoon stock footage of Optimus Prime
 * Toy segment: In what looks like a Santiago Calatrava building, Scavenger takes on Galvatron; Jetfire and Prime combine to counterattack.
 * Kidmation: Two kids stand with their toys, back-to-back as if to make a final stand, while mouthing along with "robots in disguise!"


 * Blurr, Sideways, Thrust, Sideswipe
 * Narration: Even Keel
 * Toy segment: kids play with the toys in some kind of modernist corporate office setting.
 * Kidmation: Back-to-back for the final stand again, this time against the corporate office's windows.
 * Another battle for ultimate control! "Blurr attacks!" And Sideways betrays.'


 * Unicron
 * Narration:
 * Toy segment:
 * Animation: Excerpt from Transformers: The Movie of Unicron slamming his hand down on Cybertron's surface, accompanied by a newly recorded voice-over proclaiming "The universe is mine!".


 * Playstation 2 Armada game
 * Starscream: "There's no escape. Soundtrack is "Wishbone" by the band Dropbox, who are actually shown rocking out between excerpts of game footage.
 * The ultimate conflict begins.

Energon

 * Scorponok and Optimus Prime
 * Narration: unknown, with the cartoon's theme music.
 * Toy segment: In a sign of the changing times, the sped-up footage of a kid transforming the toys is actually labeled as "fast motion sequence".
 * Eachsoldseparatelybatteriesnotincludedactualchangetimewillvary.


 * Starscream, Terrorcons, Deluxe Autobots
 * Narration: unknown. "Decepticons attack with Hyper Power."
 * Toy segment: Various kids on viewscreens are rotoscoped into the frame like members of some sinister corporation's executive board.


 * Omega Supreme and Megatron
 * Narration: unknown
 * Animation: Cartoon excerpt: Omega spins around in space.
 * Kidmation: Two serious-faced kids on a split screen hold up Omega and Megatron, while mouthing along with the hard rock theme song.
 * "Your weapons are useless against Prince of Space him!"

Cybertron



 * Crumplezone, Downshift, Evac
 * Narration:
 * Toy segment: A whole little plot plays out in a impressive-looking diorama environment. Dark Crumplezone steals a silver-bordered Earth Cyber Key! He transforms into vehicle mode, uses the Cyber Key Power and races off with the heroic Autobots Downshift and Evac in hot pursuit! Oh noes! Crumplezone shoves Downshift off the cliff-edge road they are racing on. Downshift is transformed and grabs Evac's rescue rope, then blasts Crumplezone into oblivion. The Key is saved!
 * Notably, Paul Oakenfold's Cybertron theme music is not used.
 * Ask your parents to take you to Transformers.com!

Transformers (2007) movie
The 2007 live-action movie saw a merchandising blitz that surpassed even Generation 1's commercial onslaught. Numerous trailers were edited together, and tie-in commercials ranged from Burger King to Chevrolet.

Trailers

 * Teaser trailer: Premiered 29 June 2006 in front of Pirates of the Caribbean: Dead Man's Chest.  In 2003, the Beagle 2 Mars Rover was launched.  Features "blurry footage" from the Mars lander, which is then destroyed by a shadowy robotic figure.  It was the only warning we would ever get.  Included as a DVD extra.
 * Theatrical trailer #1: Premiered 20 December 2006. "Whatever fell out of the sky ended up right here behind me..."  On July 4... Our world... will be TRANSFORMED.  Notable for the horrifically grating electronic "music" of the second half.  Included as a DVD extra (oddly labeled as Trailer #2.)
 * Theatrical trailer #2: Premiered 8 January 2007. Decepticon-centered trailer.  Humanoids of Planet Earth... surrender... or be TRANSFORMED.  Includes the horrible scraping electronic non-music.
 * Theatrical trailer #3: Premiered 30 March 2007. They are already here... hiding in plain sight. "You gotta get in the car.  Trust me!"
 * Theatrical trailer #4: Premiered 18 May 2007. "Got a little surprise for ya, son."  Starts off with various boy-and-his-car clips, then the Autobots arriving to Earth.  Most have come to destroy us... some have come to protect us.  Additional focus points include Prime transforming in the alley, Sector 7 capturing Bumblebee, and Bonecrusher tackling Prime.  "Bring it!!"  Included as a DVD extra.

TV spots

 * Hidden: Air date 31 March 2007. They are already here... hiding in plain sight.
 * Destiny: Air date 30 March 2007. "Driver don't pick the car."  Some will come to defend us.  Most will come to destroy us.
 * ?: Air date 16 May 2007. From Director Michael Bay.. and executive producer Steven Spielberg...
 * Declare: Air date 21 May 2007. They are like nothing we've ever seen... and they've come to take our planet.
 * Vibration: Air date 21 May 2007. They can take any shape...  they can hide anywhere.
 * Nickelodeon spot: Air date 29 May 2007. On July 4th... they're teaming up... to transform our world.  Focus on Sam and Bumblebee.  Has two endings: "Not so tough without a head, are you?" and "If my parents see you they're gonna freak out!"
 * ?: focus on Bonecrusher.
 * Superevent: Air date 24 June 2007. "WE'RE UNDER ATTACK!"

Burger King

 * Optimus Prime walks up to the drive-thru and orders a Whopper, only to be told that he needs a vehicle. He promptly transforms to truck mode, only to be informed that he also needs a driver. "Oh, come on!"  Includes tail-end promo for Burger King freebie Transformer toys.  Additional tie-ins were available through Burger King's web site.

General Motors
Need a new car or truck?
 * Chevy Transform Your Ride Sale
 * In the city, a guy leads his ladyfriend to where his car is parked. Unfortunately, Blackout lands nearby and blasts the car to scrap before stalking off, prompting the guy to shriek like a girl.
 * Optimus Prime comes crashing down onto the street, crushing a man's car. "My bad," he apologizes.  "You better believe it's your bad.  It's real bad -- my wheels!!"
 * A man hands his ticket to a valet drive, but Megatron comes soaring out of the sky and crushes the man's SUV under his foot and throwing vehicles aside. "Wow!  Look at your car! Eh, he just kinda BIUM!! chucked it outta-- uh...I don't think we're liable for that."
 * A woman repeats the valet experience. "Look at that!  AWESOME!  ....not for you."

Lunchables

 * A generic cartoonish-CGI rendered robot drives, transforms, and bounds up to some hyperactive kids having lunch.



Mountain Dew

 * "Transform your summer": a late-twenties loft dweller yells at his toaster for taking the last Mountain Dew, prompting his roommates to drag him away... while behind their backs, the toaster converts to a soda-bearing mechanical monster and does a defiant little dance. Tail segment advertises the Transform Your Summer contest.

Transformers The Game

 * No narration: Prime and Megatron face off. Summer 2007.
 * Optimus Prime narrates: "Protect... or destroy. Good... or evil.  Where you stand is a question of choice."

Verizon FiOS

 * Michael Bay commands things to be AWESOME. Walking around his massive estate, Bay cues up tigers, life-size Bumblebee props, and explosions on demand.  In an extended version, Bay bashes aside the Nokia robot.

Toy commercials

 * Movie characters.
 * Narration: unknown
 * Features: Megatron, Prime, and other movie guys.
 * "The Transformers' war... has invaded our wold. And the Earth is no match for the evil Decepticons!"