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AdTastic: These Bunnies are so Cute I Could Collapse

October 5th, 2009 · 10 Comments

I can’t bear the thought of any Critical Condition readers missing this commercial for the New York Lottery’s Sweet Million game, so I’m embedding it below. Is it genius? Madness? You decide…

Pardon me. I think I just passed out. When that little bunny in overalls fell over after getting his picture taken in front of his “prize cow” (who was really a bunny in a cow costume), I went into some kind of cuteness overload.

See… here’s the thing. I have an uncontrollable weakness for baby animals. Am I grown man? Yes. Do I consider myself  discerning? Yes. Does a teeny-tiny bunny going down a slide on a burlap sack make me collapse with squealing hysteria? Yes, yes, yes.

happy feetNormally, I’m embarrassed by this. Do you remember the ads for Happy Feet? I knew I was being manipulated by them, so every time I went crazy for that adorable little penguin (see right), I also kicked myself.

Similarly, when I get stressed, I sometimes watch videos of cute kittens on YouTube. I don’t think it makes me cool,  but I do it. And it works.

The commercial for Sweet Million seems to understand my predicament. On one level, it shamelessly indulges my taste for wee creatures in cute situations. On another, however, it strokes my ego. By pushing the cuteness needle so far, by giving me bunnies at a freaking fairground, the ad implicitly tells me that I am too clever to be duped by Madison Avenue stunts. It says I’m too hip for advertising that tries to disguise its manipulative aims, so rather than trying to trick me, it’s going to pluck my heartstrings as bluntly as possible. It’s like the ad is saying, “Aren’t I a stinker?” And then maybe it puts its hands behind its back and  twists its foot in the dirt.

Then I can say, “Oh, that rascally ad! I can’t be mad at it for exploiting me! It’s just doing its job!” Then I can coo over the bunnies and feel weirdly loving toward the Sweet Million campaign, yet I can feel like that’s a sophisticated response. Because I’m aware I’m being played, I can chuck the ad on the chin, even as I fall for its tricks.

Man. I feel like I’m in a Br’er Rabbit fable. Is anybody else getting sucked in?

Tags: AdTastic · Television

10 responses so far ↓

  • 1 katy // Oct 5, 2009 at 5:13 pm

    I’m sorry, but clearly the cutest part is when the one bunny gets gently jostled in the bumper car.

    You’re right. It’s nice that they find a way to rescue our dignity in loving cute animals by framing it in this ironic way. I don’t have *any* excuse for welling up every time I see this freaking Publix ad, which is manipulative in entirely obvious, non-sophisticated ways:

    http://www.youtube.com/watch?v=jHkqGgPpQOE

    It’s been playing in February in the Atlanta market for at least four years. When it comes on, my husband actually comes running into the room to see if I’ll cry. Actually I did even when I watched it just now. I’m such a chump.

  • 2 Laura Mc. // Oct 5, 2009 at 5:17 pm

    OMG Katy. That commercial= nausea and smiles all at once!

  • 3 Jthan // Oct 5, 2009 at 5:50 pm

    Bunnies + costumes + slide = SQUEEE! SO CUTE! I don’t care if I’ve been played by an ad, I just got to see bunnies in a hot air balloon! Awesome!

  • 4 Mark Blankenship // Oct 5, 2009 at 7:42 pm

    Katy, I saw where that Publix commercial was going, and I STILL got emotional. Well played.

  • 5 katy // Oct 5, 2009 at 8:12 pm

    I just showed the bunny commercial to my four-year old, and her reaction was: “Awww! Bunnies at a carnival! I want to see it again.” So basically the same as yours, Mark.

  • 6 Collin H // Oct 5, 2009 at 10:40 pm

    BUNNIES! That commercial is all kinds of adorable and awesome, but it didn’t make me want to buy lottery tickets.

    I do want to go buy a bunch of bunnies and dress them up in costumes though.

  • 7 Deanna // Oct 6, 2009 at 12:08 pm

    I think if I just watch that every morning before I go to work, my life will be exponentially better!

  • 8 Chris // Oct 7, 2009 at 10:51 am

    Sadly, I just watched this at work. 14 times.

  • 9 ferretrick // Oct 7, 2009 at 12:40 pm

    Because it needs to be done:

    “Bunnies! Bunnies! It must be bunnies!”

  • 10 Mark Blankenship // Oct 7, 2009 at 4:15 pm

    Thank you Anya… I mean, um, Ferretrick. “Buffy” references are always welcome here.

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