Classic TV ad: ‘Rabbits’ for Bigpond broadband

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First released in 2005, this ad for Bigpond Broadband, is considered a classic case study. It not only won many awards during its time (voted Australia’s favorite television commercial in 2006) it also helped brand double its growth rate.

BigPond – Rabbits / Education from evan c on Vimeo.

Agency: Belgiovane Williams Mackay (BWM)

I still laugh out loud at the dialogues and the dead pan acting by the ad.

“Dad. Why did they build the Great Wall of China?”
“That, that was, during the time of the Emperor Nasi Goreng. And, ah, it was to keep the rabbits out. Too many rabbits, in China.”

The entire package works because it is strongly rooted in an insight. Most parents would relate to the situation . And the tantalising comeback which does not spell out everything, leaving something for the viewers’ imagination is a delight.

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