The giant bunny created by DDB New York for Crunch has returned in a new series of spots by Mad Dogs & Englishmen. But instead of being the Midnight Cowboy-esque character that DDB showed, this bunny is a real playboy.
The first black-and-white ad breaks in late November on spot cable in eight markets and is set in a car's back seat, with city traffic visible in the rear window. A woman in a dress bobs and weaves atop an unseen partner, to the beat of sexy music, before disappearing onto the seat.
Suddenly, the infamous bunny appears--presumably atop her.
"Everybody is somebody's fantasy," the onscreen copy reads.
"We took the bunny to another level," said Robin Jaffe, an account supervisor at Mad Dogs, New York. "The idea is: Be kind when you judge yourself."
She said viewers should deduce from the ads that all are welcome at the New York-based chain of gyms--a concept that supports the "No judgements" tagline that was retained from the previous effort. --Kathleen Sampe