Energizer Bunny Hops into Pop Culture in Campaign from Camp+King
San Francisco and Chicago-based creative agency Camp + King (C+K) and Energizer are delighted to announce the Energizer Bunny™ has returned to the small screen in a new genre-bending campaign that sees him breaking the fourth wall while spoofing well-known commercial tropes. In this campaign, Energizer goes beyond the literal, to show the power-inducing presence the Energizer Bunny has in unexpected ways.
Holiday Surprise, the first film in the campaign, released in November just in time for the holidays, spoofs holiday surprise car gift spots. Emerging from their home on a snowy winter morning, the viewer expects a blindfolded wife and daughter to find a new car waiting in the driveway. In a clever and cheeky reveal, however, they find the Energizer Bunny decked out in a red holiday ribbon and ready – as always – to share the gift of long-lasting power.
In Crime Investigators, the second spot in the new campaign which will begin running on broadcast January 1, the film opens on a drone shot hovering just above a nighttime crime scene. The sound of helicopters, a police radio in the distance, and a foreboding track set the tone. As a detective crosses the yellow crime tape to join her colleague, we see the chalk-outlined body of Little Miss Cupcake, who had the misfortune of using knockoff batteries. Just as all hope seems to be lost, the Energizer Bunny enters to save the day. Clad in a black fedora and tan trench coat, complete with police shield, he raises two Energizer® Ultimate Lithium® batteries in the air. A news crew looks on as he snaps the two AA batteries into Little Miss Cupcake’s back. Refreshed and rejuvenated, Little Miss Cupcake pops up and whirls around, asking her signature question, “Who wants a cupcake?” The Energizer Bunny salutes her as the camera zooms out for one last overhead shot of the former crime scene.
“Working with Energizer has provided a tremendous creative opportunity to reimagine the Energizer Bunny, a character beloved by generations, and adapt his persona to live within the modern world,” says Jamie King, founder and CEO of C+K. “Our approach is to go beyond traditional commercials and to help shape the way that the Energizer Bunny shows up in the broader cultural context, including his social media presence, which has been really fun.”
“We love that the campaign returns the Energizer Bunny to his roots of parodying other commercials and pop cultural genres,” says Cari Curtis, director of global marketing, batteries. “We believe having him hop into people’s screens in this way will make him even more beloved.”
“Energizer is an ideal client,” said Roger Camp, founder and chief creative officer of C+K. “They’re bold, innovative, and willing to pivot their strategy to meet the new realities of advertising in our modern world, which means developing fresh and unexpected storylines and interacting with consumers directly via social platforms.”
