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A Coach for Cinderella (1936)

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Published on Dec 21, 2007

A Cinderella cartoon to promote a car company - a very early example of advertising aimed at children. Gotta get them brand loyal while they're still young!

This is one of the cartoons produced by Jam Handy for Chevrolet as theatrical shorts -- probably the most beautiful industrial cartoons ever made. The story lines in these shorts are mostly reworkings of children's fairy tales, but they're are so artfully executed that you won't mind. In this cartoon, Cinderella looks like a stylish late '30s flapper and her "finest coach in the land" looks like a Chevrolet. A Coach For Cinderella was the first Technicolor sponsored film. Inspired, in part, by George Pal's advertising films for Philips Petroleum.

Cinderella set a standard for quality to which other American advertising animation would aspire. Indeed, it is rumored that the scene in which birds wrap Cinderella's gown around the wooden dummy was appropriated by Walt Disney for his own Cinderella. The other Technicolor cartoons that Jam Handy produced for Chevrolet (most of them have not been seen in over fifty years) were A Ride for Cinderella, One Bad Knight, Peg-Leg Pedro, Nicky Nome Rides Again, The Princess and the Pauper, and Jumping Beans. Hints in the trade papers suggest that the animation was supervised by Frank Goldman.

Producer: Handy (Jam) Organization

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