An Analysis Of The Energizer Bunny Commercial Sequence

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Term Paper Title	An Analysis Of The Energizer Bunny Commercial Sequence
# of Words	871
# of Pages (250 words per page double spaced)	3.48

An Analysis Of The Energizer Bunny Commercial Sequence

       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 bunny waddled off the television screen, out of camera
       range, and towards the doors of the studio. The last camera shot
       is that of the bunny, headed for the doors amid wires and lights
       and such, and a voice over the intercom says, in an authoritarian
       voice (probably the director of the commercial), "Stop the bunny."
       The humor from this scene stems from the unexpectedness of the
       bunny's actions; it has a life of its own. The voice of the
       director adds to this because his words and tone of voice suggest
       that he, too, was unaware of this happening. We don't know what
       happened to the bunny at this point in time, until they show the
      ...

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