There was a time when people looked forward to seeing Energizer commercials. They liked being surprised when the bunny came striding through the set, wreaking havoc on what we thought was another bland TV spot or a bad movie trailer. Consumers loved this campaign.
Somewhere along the way though, things changed and consumers became weary of the pink rabbit. And the client found enough fault in the campaign to change it.
This is one of about 43 TV commercials that I was involved with over a 6-year period by either writing, art directing, or both. And sometimes neither. This commercial is one of my favorites and I didn't even write or art direct the idea. But I was one of the creative directors, and my job was to nurture this spot through all the focus groups and nervous marketers who eventually were convinced that it was a great spot.
Big shout out to Jerry Gentile and Jeff Watzman on the concept and to my partners, Steve Rabosky, Carisa Bianchi, Romayne Levee, Lorraine Ketch and the rest of the team who jumped the hurdles with me. This was Energizer at its best.