Bunny Saves Christmas

Challenge

When it comes to planning a magical family Christmas, the slightest thing can bring the whole event crashing down. As every parent knows, it’s easy to forget an overlooked essential – the batteries for those new toys under the tree.

Inspiration

We wanted to make sure that nothing gets in the way of a magical Christmas, by highlighting Duracell Optimum battery’s superior performance, and do this by bringing Bunny on his first Christmas outing in half a decade.

Idea

The campaign is led by a hero TV spot, and Bunny’s mission to power up the holidays also extends across out-of-home, Facebook, Instagram, TikTok, and in-store activations.

The hero TV spot shows Santa’s sleigh flying above a wintry forest, when the red-nosed reindeer, who is lighting the way, loses power and comes crashing down to the ground. But all is not lost as the Duracell Bunny speeds in, opening up the reindeer’s nose to reveal ordinary batteries. While an embarrassed-looking Santa looks on, the Bunny swaps in Duracell Optimum batteries. The reindeer’s nose immediately lights up, illuminating the forest around him even brighter than before and getting the sleigh back on track. The Bunny adds a sack of Duracell batteries to Santa’s sleigh, noting that ‘the toys are going to need them too’ before he continues his journey. The ad ends with the call to action: “Don’t risk it, choose Duracell.

Marco Montanaro, Associate Marketing Director for Duracell, comments: “I’m thrilled to see the Bunny return to TV screens, with this year’s Christmas campaign serving as a reminder to make sure everyone is ready for the big day. Between the Bunny’s boundless power, and Duracell Optimum’s superior performance, Christmas is back on track.”

Tom Drew, Executive Creative Director at VML, adds: “‘Toys without batteries is like a creative department without a Christmas brief. This was a joy to play with.”