The Energizer Drumming Bunny commercial first aired in 1989, is one of the most iconic ads in pop culture history. The 30-second spot, which features a pink toy bunny with sunglasses beating a bass drum, was an instant hit with audiences and critics alike.
The commercial’s catchy jingle and memorable slogan, “It keeps going and going and going…,” quickly became part of the cultural lexicon. The “drumming bunny” has since become synonymous with the Energizer brand.
In this article, we will take a closer look at the history and impact of this legendary ad, exploring its concept, production, and legacy in pop culture.
Table of Contents
The Concept
The Energizer Drumming Bunny commercial was created to showcase the long-lasting power of Energizer batteries.
The ad opens with a group of toy bunnies in sunglasses drumming on bass drums, followed by a narrator comparing the Energizer bunny to other, inferior battery-powered toys that had long since stopped working.
The camera then zooms in on a pink toy bunny, the Energizer bunny, who continues to drum energetically even after the other bunnies have stopped. The ad ends with the now-famous slogan, “It keeps going and going and going…,” emphasizing the long-lasting power of Energizer batteries.
The role of advertising agency DDB Needham in the creation of concept for the Energizer “Drumming Bunny” commercial was developed by the advertising agency DDB Needham. The agency was tasked with creating a new campaign for Energizer batteries.
They came up with the idea of a toy bunny powered by Energizer batteries that would outlast all the other battery-powered toys in a playful and memorable way.
The concept was presented to the client, and after some tweaks and adjustments, the final version of the ad was produced.
Production and Filming
The production of the Energizer Drumming Bunny commercial was a complex process that involved multiple stages. The pre-production stage involved the creation of storyboards and animatics, which helped to visualize the concept and plan out the shots.
The production stage involved filming the ad, which was shot in a studio with a custom-made set that included multiple toy bunnies, drums, and other props.
The filming involved multiple takes and setups, as well as the use of special effects to create the illusion of the “drumming bunny” continuing to beat its drum.
The post-production stage involved editing the footage and adding the finishing touches, including the now-famous jingle and slogan.
The challenges faced during filming, including technical difficulties and logistical issues Filming the Energizer Drumming Bunny commercial presented a number of challenges for the production team.
One of the biggest challenges was achieving the “drumming bunny” effect, which required the bunny to keep moving and drumming even when the batteries powering the other toys had long since died.
This was achieved through the use of a special mechanism that allowed the bunny’s drumsticks to keep moving even when the batteries were removed.
Other challenges included the need to coordinate the movements of the multiple toy bunnies on set, as well as the logistical difficulties of creating a custom-made set that could accommodate all the necessary props.
Impact of the Energizer “Drumming Bunny” Commercial
The Energizer Drumming Bunny commercial was an instant hit with audiences and critics alike. The ad quickly became a pop culture phenomenon, with the jingle and slogan being repeated in countless commercials, TV shows, movies, and even music videos.
The commercial also won multiple awards, including a Cannes Lion and a Clio Award, and was named one of the “Top 10 Commercials of All Time” by TV Guide.
The long-term impact of the commercial on the Energizer brand, including sales and brand recognition The Energizer Drumming Bunny commercial, had a significant long-term impact on the Energizer brand. T
It helped to establish Energizer as a leader in the battery market, with the “drumming bunny” becoming synonymous with the brand.
The commercial also had a positive impact on sales, with Energizer reporting a significant increase in sales following the ad’s release.
The commercial’s impact on pop culture and advertising, including its influence on other ads and marketing campaigns The Energizer’s “Drumming Bunny” commercial had a lasting impact on pop culture and advertising, inspiring countless parodies and tributes over the years.
It also influenced the advertising industry, with other brands and agencies attempting to replicate its success with their own catchy jingles and memorable slogans.
Its influence can still be seen today, with the “drumming bunny” continuing to appear in new Energizer ads and promotions.
The Energizer “Drumming Bunny” in Pop Culture
The Energizer Drumming Bunny commercial had a significant impact on popular culture, and the bunny itself became an instantly recognizable icon. In the years following the commercial’s release, the bunny appeared in a variety of movies, TV shows, and other media.
For example, the bunny made a cameo appearance in the 1996 film “Space Jam,” where it was seen playing basketball alongside Bugs Bunny and Michael Jordan.
The bunny has also been referenced in numerous TV shows, including “The Simpsons” and “South Park,” and has been parodied in various forms of media.
The use of the bunny in subsequent Energizer ad campaigns The Energizer “Drumming Bunny” became such a popular and iconic symbol that it was subsequently used in many other Energizer ad campaigns.
For example, the bunny appeared in a series of ads promoting the company’s lithium batteries, which featured the tagline “No bunny knows like Energizer lithium.”
The bunny has also been featured in other ads promoting various Energizer products, helping to solidify its status as a key part of the company’s branding.
The use of the bunny in advertising and marketing beyond Energizer The popularity of the Energizer “Drumming Bunny” has led to its use in advertising and marketing campaigns beyond the Energizer brand.
For example, the bunny has been used in ads for other battery brands, as well as for products and services that have nothing to do with batteries.
The bunny’s iconic status has made it a valuable symbol for marketers looking to grab consumers’ attention and capitalize on the bunny’s cultural cachet.
FAQ
What inspired the Energizer “Drumming Bunny” commercial?
The Energizer Drumming Bunny commercial was inspired by the long-lasting power of Energizer batteries. The concept was to create a memorable and attention-grabbing ad that demonstrated the longevity of Energizer batteries compared to other brands.
How was the “drumming bunny” effect achieved?
The “drumming bunny” effect was achieved through the use of a special mechanism that allowed the bunny’s drumsticks to keep moving even when the batteries were removed. This mechanism involved a weighted arm that swung back and forth, keeping the drumsticks moving even after the batteries had died.
Who came up with the slogan “It keeps going and going and going…”?
The famous slogan “It keeps going and going and going…” was created by the advertising agency DDB Worldwide in the 1980s. The slogan was used in a series of Energizer battery ads, including the “Drumming Bunny” commercial, and has since become one of the most recognizable taglines in advertising history.
How long did it take to film the commercial?
Filming the Energizer Drumming Bunny commercial took several days. The production process involved multiple stages, including pre-production, production, and post-production, and required a custom-made set, special effects, and coordination of multiple toy bunnies.
Did the Energizer “Drumming Bunny” commercial lead to an increase in sales for the brand?
Yes, the Energizer “Drumming Bunny” commercial led to a significant increase in sales for the brand. The ad was a massive success, both in terms of critical acclaim and commercial impact, and helped to establish Energizer as a major player in the battery market. The commercial’s memorable and catchy jingle and slogan also helped to cement the brand in consumers’ minds, leading to increased brand recognition and loyalty.
In conclusion, the Energizer Drumming Bunny commercial from 1989 has had a lasting impact on popular culture and advertising.
The commercial’s use of an attention-grabbing concept, a catchy jingle, and a memorable slogan helped to establish Energizer as a major player in the battery market and solidified the bunny as an iconic symbol.
The commercial’s success has also led to numerous parodies and references in movies, TV shows, and other media, further cementing the bunny’s place in pop culture history.
The Energizer Drumming Bunny commercial serves as a testament to the power of effective advertising and the lasting impact that a well-executed ad campaign can have.
