Energizer Bunny Bounces Back

NEW YORK It turns out the Energizer bunny does keep going and going. After a two-year respite, the character returns in three new TV spots from TBWA\Chiat\Day breaking on Monday.

The client said the $68 million campaign by the Playa del Rey, Calif., agency features people who “Keep going,” the series’ tagline. One spot shows a mom walking through a house and keeping an eye on her kids; another presents a mailman making his rounds in hurricane-like weather, and a third depicts a knocked-out surfer regaining consciousness and returning to the waves. At the end of each ad, a voiceover states, “For those that never quit.” The pink bunny in sunglasses then walks through the spot as the onscreen tagline appears.

Jeff Gorman of Sandwick Films directed the spots. Jerry Gentile served as creative director and art director, and Raymond Hwang was the copywriter.

Previous Energizer commercials showed the bunny only as an outline inside the battery.

The client spent about $70 million on advertising in 2003, according to Nielsen Monitor-Plus.