Crazy Frog is the marketing title of a ring tone based on The Annoying Thing, a computer animation created by Erik Wernquist. The animation was created to accompany a sound effect created by Daniel Malmedahl while attempting to imitate the sound of a two-stroke moped engine.

Description

The Annoying Thing is a fictional, reptilian biped, who wears early Royal Air Force style flying cap and goggles with the chinstrap unfastened, along with a leather jacket. His toes are webbed, and the iris of one eye is significantly larger than the other.

The character imitates the hand movements used to rotate the twistgrip controls of a motorcycle while making the sound of an engine ignition. As the imaginary engine starts, the character starts to levitate and exhaust fumes are discharged from the characters body. The character is then flung off at high speed into the distance.

Origin

Daniel Maldmedahl, a 17 year old Swedish computer salesman, had a talent and serious interest in imitating engine sounds. When his friends informed him of the comedic qualities of his talent he recorded some samples to Compact Disc which were then published on the Internet.

The sound effect appeared on peer to peer file sharing networks and websites under the filename "2TAKTARE.MP3" ("2taktare" being Swedish for "2-stroke").

The sound effect was incorporated by various websites into Flash animations that continued to spread virally on the internet. The most notable example was an "Insanity test", which required viewers to keep a straight face while staring at a picture of a Formula 1 car with the sound effect being played. The Insanity Test can still be viewed at the Internet Archive, here.

In 2003, when fellow Swede Erik Wernquist encountered the sound effect, he was inspired to create the 3D animation The Annoying Thing to accompany it using the popular lightwave 3d modeling application. The animation was a popular attraction at Erik's website, but the sound was only credited to Anonymous.

Eventually, word reached Daniel that his sound effects were in use in a well known animation, he contacted Erik, apparently giving an impromptu performance to demonstrate his skill. Erik was convinced, and gave due credit to Daniel for his creation.

Ringtone

In 2004, the Germany based Jamba! group (ultimately owned by Verisign) licensed the animation and sound for distribution as a mobile phone ringtone. Jamba!, trading under names such as Jamster! and Ringtone King among others, accompanied the release of the new ringtone with a barrage of television, internet, radio and print advertising, making it the most recognisable commercially available ringtone in the United Kingdom.

Jamba! decided to promote the animation as The Crazy Frog rather than the existing title, the name was probably influenced by the Toad of Toad Hall character from the Wind in the Willows childrens book. Mr. Toad is described as wearing goggles and flying cap and being fascinated with motor cars.

Jamba! have earnt an estimated £14 million from the ringtone (source), making it the most commercially successful ringtone of all time, and they are hoping to repeat the Frog's success with their new animated creature ringtone Sweety the Chick.

Controversy

In February 2005, a number of complaints were submitted to the United Kingdom's Advertising Standards Authority regarding Jamba!'s advertising campaign, complaining that the Crazy Frog appeared to have genitals, which was inappropriate viewing for children. Complaints were also submitted about the frequency the advert appeared on television.

The ASA did not uphold the complaints, pointing out that the advert was already classified as inappropriate for airing during childrens television programmes. However, Jamba! voluntarily censored the characters genital area in its advertisements.

The full adjudication is available online.

Ringtone Lyrics

Beh-ding ding ding ding dididing ding bing bing pscht,

Dorhrm bom bom bedom bem bom bedom bom bum ba ba bom bom,

Bouuuuum bom bom bedahm, Bom be barbedarm bedabedabedabeda

Bbrrrrrimm bbrrrrramm bbbrrrrrrrrraammmmm ddddddraammm,

Bah bah baah baah ba wheeeeeee-eeeee-eeeee!

Single Releases

Ring Ding Ding

• Single website
• Press release
• Announcing auditions

Axel F

• Press release, including sound clips

Timeline

1997

• 17 year old Daniel Maldemahl records his engine impressions and releases them to the internet. (source)

2001

• In early 2001, flash animations start to appear featuring the sounds.
• Later that year, the Insanity Test is released and exposure increases as the animation starts to spread virally. (source)

2003

• Erik Wernquist creates The Annoying Thing, and presents it on his website.
• December
  • Daniel contacts Erik, Erik updates his animation and website to credit Daniel for his creation.

2004

• Jamba! and Zed license the animation for distribution to Mobile Phones, giving it the title Crazy Frog. (source)
• May
  • VeriSign aquire Jamba! for $273 million in cash and VeriSign stock. (source)

2005

• January
  • The BBC reports Crazy Frog generates over £10Million revenue for Jamba!.
• February
  • Pondlife announce a Single Release, due later that year titled Ring Ding Ding.
  • Jamba! updates their promotional material to censor the characters genital region after receiving complaints.
• March
  • The Times reports Crazy Frog generated revenue now stands at over £14Million.
  • German dance duo Bass Bumpers announce a dance track release combining Harold Faltermeyers Axel F with the Crazy Frog.
  • Pondlife hold open auditions to find a live action Crazy Frog.
  • The W32/Crog.worm computer virus (likely a contraction of Crazy Frog) starts to spread via p2p and MSN Messenger, exploiting the Crazy Frog's notoriety with a promise of an animation depicting his demise. (source 1, 2).

Quotations

• "We appreciate that the frequent broadcast of the same, or similar, commercials can be annoying to some viewers. However, it is for the advertiser and broadcaster to decide how often a particular advertisement is shown."
  • Advertising Standards Authority, February 2005.
• "When we recorded it, we found it very, very funny. We laughed until we got tears."
  • Daniel Maldemahl, January 2004.

See also

• Ringtone
• Mobile phone
• Lightwave
• The Crazy Frog has been parodied on the British children's television programme, Ministry of Mayhem.

External links and references

• The Times: Crazy Frog turns into a real prince.
• BBC article: The Crazy Frog sound? That's my fault.
• Verisign Press Release: Verisign aquires Jamba!
• Erik Wernquist interview
• Short history, including links to flash animations using the sound effect
• The Annoying Thing Homepage