Fallon's Foot Fault | Adweek Fallon's Foot Fault | Adweek
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Fallon's Foot Fault

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NEW YORK What's luck got to do with it? A new Travelers Insurance spot out of Fallon in Minneapolis makes strained attempts to make comedy out of the American folklore of the lucky rabbit's foot. The commercial, directed by Tim Godsall of Biscuit Filmworks, is set in a lab where scientists are hard at work reattaching bunnies' feet, severed in the name of a candy-colored lucky charm. "In recent months, we have been able to reattach thousands of lucky rabbit's feet to their original owners," a man in a white lab coat tells us, as the spot shows bunny after bunny with a colored foot successfully reattached. "Seems silly now, but generations of people actually depended on these for luck." What's even sillier—actually disturbing—is that this was the lucky charm chosen to illustrate why people can't depend on luck and instead need "in synch" insurance. "Now rabbits like this can lead full and productive lives," he continues, as rabbits hop, swim and race using their newfound footing. "We won't rest until every foot is returned to its rightful owner." Rabbits feet may have lost all of their "charm" (by the way, it's the hind foot that brings the luck, not the front one), but watching the fictional celebration of the make-good only brings to mind the cruelty involved in the making of those trinkets and the "thousands" of rabbits that didn't make it to the "Rabbit's Foot Reattachment Center." I would have preferred a hackneyed joke about a leprechaun and a four-leaf clover.