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Jager Di Paola Kemp Design has developed an animated spot starring an athletic rabbit to introduce Merrell Footwear’s new line of running shoes.
“We wanted to distinguish ourselves fromNike and Adidas. [They] haven’t done an all-animation spot,” said Leslie Dowe Twichell, a producer at JDK in Burlington, Vt. “We also wanted to keep an outdoor instinct in the spot.”
The fast-paced ad features a rabbit whose morning jog in the city becomes a marathon-style contest through the forest, racing against various animals including a raccoon, a butterfly and a herd of elk.
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