An Analysis Of The Energizer Bunny Commercial Sequence Essay

816 Words 4 Pages
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
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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

other ads.

The other ads can be grouped into two categories: commercials

which advertise other "fake" products until the bunny comes

barging in with that damned bass drum, and views of vast,

wide-open spaces (which sometimes include landmarks around the

world, like Notre Dame in France, an island in the Bermuda

Triangle, et cetera) with the sounds which naturally occur at

these sites, then having one's ears assailed with those @%!#$

drums! It is now that the viewer subconsciously realizes that yes,

the bunny has truly "escaped" from the jail called the television

studio, and is now free to roam the world and do as it pleases

(which is simply just to follow the beat of his own drummer [being

himself {this is getting WAY too parenthetical}]). A similar

correlation can be made from this thought and another
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