Energizer batteries have been equated with long-lasting energy in
your Walkman or other battery-operated appliance. "That damned
Energizer bunny" is the cause; he's so aggravating. It seems like
that pink bunny rabbit is running across the television screen
every other second, it's so annoying. The advertising campaign has
been so effective that not only did the company (finally) surpass
Duracell in sales, but the advertising company was awarded an Obie
(the advertising equivalent of the "Oscar") as best commercial of
the year. This essay shall attempt to analyze the series of
"Energizer bunny" advertisements.
There is a current trend in modern television advertising for a
series of commercials for the same product. An excellent example
is the ad sequence for "Taster's Choice" coffee brand, where a man
and a woman share (cups of) coffee amid alluring looks and sexual
innuendos. But I digress. The Energizer camp decided to run a
series, but the ingenuity in the Energizer series is that in every
commercial in the series, not one begins or ends with suggestions
or hints that there was, or will be, another ad before or after
it.
A brief explanation of the plots of these advertisements is
warranted. The first in the sequence shows two toy bunnies,
waddling back and forth across the television screen, and all
beating bass drums. The one not running on Energizer batteries
dies out, and the one on Energizer batteries continues. The next
ad showed the same thing, but with a different ending: the
Energizer bun ...