Crazy Frog: Encyclopedia II - Crazy Frog - Ringtone

Crazy Frog - 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!, RingtoneKing, and others) accompanied the release of the ringtone with a barrage of advertising. It soon became the most recognisable commercially available ringtone in the United Kingdom.

Jamba! have earned an estimated £14 million from the ringtone ([1]), making it the most commercially successful ringtone of all time. Jamba! have also produced other succesful animated creature ringtones, including Sweety the Chick and Nessie the Dragon, and produced other ringtones featuring the Crazy Frog including Crazy DJ Frog. There is also a series of Crazy Frog World Tour tones featuring the Frog performing his usual vocalisations against backgrounds of various countries' musical styles. These include the sitar-based "Crazy Frog India", reggae-flavoured "Crazy Frog Jamaica" and Jimmy Barnes-esque "Crazy Frog Australian Rock". Jamba! also have available "The Crazy Frog is Puking", "Crazy Frog and Its Girlfriend", in which he is apparently making out, and "The Crazy Frog is F**king", in which gasping and smacking skin can be heard.

Crazy Frog - Lyrics

Crazy Frog - Controversy

In February 2005, viewers submitted a number of complaints to the United Kingdom's Advertising Standards Authority regarding Jamba!'s advertising campaign, complaining that Crazy Frog appeared to have genitalia. Some parents complained that this made inappropriate viewing for children, claiming that the commercial had prompted embarrassing questions. There were also complaints regarding the frequency with which the advertisement appeared on television, reportedly up to twice an hour across most of the day[2], with some channels showing it more than once per commercial break.

The ASA did not uphold the complaints, pointing out that the advert was already classified as inappropriate for airing during children's television programmes as it contained a premium rate telephone number, and furthermore added that it was the broadcasters' decision as to how often an advertisement should be shown. However, Jamba! voluntarily censored the character's genital area in later broadcasts of its advertisements. The full adjudication (PDF) is available online. Similar action occurred in Australia, with similar results. complaints dismissed (PDF)

In April 2005, television viewers complained about misleading advertisements produced by Jamba!, trading as Jamster! and RingtoneKing. Viewers felt that it was not made sufficiently clear that they were subscribing to a service, rather than paying a one-time fee for their ringtone. The complaints were upheld; the full adjudication (PDF) is available online. It costs £3 a week to subscribe to Jamster!'s service.

In May 2005, viewers inundated the ASA with new complaints regarding the continuous airing of the latest Crazy Frog advertisements. The intensity of the advertising was unprecedented in British television history. According to The Guardian, Jamster bought 73,716 spots across all TV channels in May alone – an average of nearly 2,378 slots daily – at a cost of about £8 million, just under half of which was spent on ITV. 87% of the population saw the Crazy Frog adverts an average of 26 times, 15% of the adverts appeared twice during the same advertising break and 66% were in consecutive ad breaks. An estimated 10% of the population saw the advert more than 60 times. (source: Media Guardian, 20 June 2005)

As the authority had already adjudicated on the matter and confirmed the matter was not within its remit, the unusual step was taken of adding a notice to their online and telephone complaints system informing viewers that Jamster!-related complaints should be directed towards the broadcaster or the regulator, Ofcom[3][4].

On 21 September 2005, the ASA ruled that the Crazy Frog, along with other Jamba ringtone advertisements, must be shown after 9pm (pdf) [5].

In March 2005, anti-virus vendors discovered the W32/Crog.worm computer virus (a contraction of Crazy Frog), which spreads through file-sharing networks and MSN Messenger, exploiting the Crazy Frog's notoriety with a promise of an animation depicting his demise[6][7].

Adapted from the Wikipedia article "Ringtone", under the G.N U Free Docmentation License. Please also see http://en.wikipedia.org/wiki