I’m going to go out there and say it – I fucking hate the Minions by now. What had originally been adorable yellow jelly beans waddling around the background of an enjoyable kids film has become a marketing campaign drawn to ungodly lengths and bloated into such disgusting proportions, there were actually people in a position of wealth and movie-making authority who said “You know what? Give them their own film”. Minions have outstayed their welcome, their yellow cyclopean forms appearing on lunchboxes, phone cases and even underwear for children and adults alike and honestly, I think that has ruined what charm they had and exposed them for what they always were – the most marketable and palatable bland shite in the entire Despicable Me franchise. I’m disproportionately annoyed by these talking tic-tac twatbags so allow me to vent for your amusement, if you so please.
In the original Despicable Me films, the Minions served the purpose of comic relief, side distractions to keep the kids paying attention to the film and appealing to the goldfish mentality of some audiences. Face it, if a film isn’t constantly gripping you, you can drift off, change channel or relegate it to background noise whilst you do something more interesting like Angry Birds or picking your nose. I enjoyed their role, adding a little laugh between scenes but never taking the spotlight for very long, serving more as means to an end for a joke. The focus was always on Gru and his girls, the more interesting characters who needed to be developed and had stories to follow, the Minions are just comedy fodder. However, starting with the second film making Minions central to the end scheme of the antagonist, the Minions began taking more of the limelight away from Gru, a character I actually like (A loveable baddy-turned-daddy that punches sharks in the face? I love it) and soon enough, Despicable Me 3 isn’t a thing but the Minions get their own film? Who gives a film to a mass of moronic herd-like creatures that can’t speak a coherent language? That sounds like a formula for UKIP: The Movie!
The Minions put me in mind of the now faded in obscurity characters of the Rabbids from Rayman, background characters from a Rayman party game that became so popular due to their stupid antics and lack of clear communication, they got their own game and lo and behold, the magic surrounding them faded and soon enough they exhausted every joke in their arsenal, only to be swept under the rug and Rayman resumed his post as the big money in that franchise (Which they rebooted to wipe the memory of Rabbids from the continuity and good on them for doing so, new age Rayman is brilliant stuff – a comedy platformer combining nostalgia with innovation). I wish Minions would go the same way and maybe they will but for now they seem to be firmly stuck to the shelves, the world of cinema and our social networks. Why? Well, I have some ideas.
So the Minion design is minimalistic and interchangeable but with some iconic features that instantly make them stand out as part of the brand – goggles, tic-tac shaped body, funny sounding babble – this makes them characters we can easily modify and project onto, such is the way of lasting marketing characters. Compare the Meerkat uses this same effect, put a meerkat in a shirt and tie, it’s Sergei, put it in a smoking jacket, Alexander, onesie, Baby Oleg, you get the picture. This allows your audience to play with your logo, to cling to it and use it as they see fit and whilst they think they’ve come up with something clever, cute and original, from a marketing standpoint, they’ve basically declared “I am a mindless consumer of your cut-and-paste crap”. Minions have leaked into memes, philosophical quotes, heck, Minion porn is a thing, look it up… NO! WAIT! SHIT! DON’T DO THAT! They’re just easy to use, easy to draw, easy to customise and appealing to the “I’m so quirky” type adults and the “I like to eat crayons” type children. A well designed brand is exactly that though, a simple symbol you can slap on anything and people know what it is – Marvel’s logo, McDonald’s logo, Nike’s logo – something small and easy to recognise so people see what its slapped onto and consume it with the ravenous hunger of a zombified dachshund.
Don’t get me wrong, I liked the Minions, I thought they were fun but they were fun in small doses, they’re comic relief, not central characters. Minions are a side order to the meal of a good film, you can have a bucket of mashed potato and call it a meal if you want but how many of you would really do that, especially when you know the place serves some decent steak or whatever you prefer this metaphorical menu to serve. There shouldn’t be a Minion craze as there is but here it is, an easy way to tramp stamp any fucking thing it touches. I just find it to be such a poisonous inescapable influence, I’d have to unfriend almost every friend on my social media accounts to escape their yellow smug faces tacked onto posts like “Every family has a crazy one. If you don’t know who, it’s you” or “I could be a Monday person if Monday didn’t start until 2PM!”, you know the types, the ones shared by the likes of Debbie or Laura, she says size matters because nobody likes small glasses of wine and she’s a right proper random bitch lol… Shudder. Maybe I’m a horrid miseryguts who doesn’t see the appeal of these jovial jellybeans any more for his shit-tinted shades he wears all day but to me, they outstayed their welcome and their quirks became annoying and I do not believe they ever deserved their own film (Which is a contrived mess of puerile gimmicks clearly meant only to entertain children, I understand it’s intended for children but making shit films and excusing them as being for kids is something so irritating to me, it’s a blog post in itself)
Okay, anger dispelled, can we just collectively ween ourselves off sticking Minions on every shareable picture on the internet and agree that if this trend won’t end, let it live on as another Despicable Me film, not Minions 2. Seriously, how cool would it be to see the girls grow up in Gru’s footsteps? Have a kiddie friendly Charlie’s Angels style romp with Gru’s kids and work some Minions into that somehow. I’d watch it.
DESPICABLE ME 3 – GRU’D AND EVIL. MAKE IT HAPPEN