Cadbury set to bring the Easter Bunny to life in new TV spot and campaign via Saatchi & Saatchi
This Sunday, Cadbury will release its new Easter TVC, developed by Saatchi & Saatchi, Sydney, which will bring the Cadbury Easter Bunny to life.
In the latest chapter of Cadbury’s Joyville story, the secret behind the true Easter Bunny is
finally revealed, once and for all – that he comes from Joyville.
Ben Wicks, general manager marketing (Chocolate) Kraft Foods, hopes the exciting new TVC will deliver the magic of Easter to Australian homes.
Says Wicks: “Easter is a magical time of giving, and the Easter Bunny has been symbolic of this joyful event for generations of Australians. We hope that this playful journey with the Cadbury Easter Bunny as he delivers his Cadbury Easter treats will bring a smile to many faces, and a sense of anticipation.”
CGI technology was used to create the photorealistic 3D computer generated bunny that
appears like it was practically captured on camera.
The new TV commercial will be supported by a fully integrated campaign including in-store, out of home, online and Public Relations campaign.
Client: Mondelez International
Agency: Saatchi & Saatchi Sydney
Production Company: Good Oil
Post Production: Fin Design + Effects
Digital: Visual Jazz
Media: Carat
PR: AMPR
Agency:
Executive Creative Director – Damon Stapleton
Creative Director – Matt Gilmour & Steve Jackson
Copywriter – Jon Burden & Nick Marzano
Art Director – V Wassim Kanaan
Group Business Director – Catherine Harris
Senior Business Director – Brent Kerby
Senior Business Manager – Greer Robinson
Senior Producer – Llew Griffiths
Good Oil:
Director: Michael Spiccia
Executive Producer: Juliet Bishop
DOP Crighton Bone
Editor Peter Schiberras
Art Director Annie Beauchamp
Fin Design
Post Production: Fin Design
VFX Supervisor – Nick Ponzoni
Post Producer – Billy Becket
33 Comments
Really nice work Saatchi’s and Goodoil.
Well done guys. Spot looks beautiful. Nice work on the CG Bunny.
steve jackon’s back at Saatchi?
Finally a Joyville spot worth watching!
You’re back.
Impeccable.
Saatchi’s looks like it really is back from the dead… well done, all.
Nice setup and mood at the beginning. I Enjoyed that.
However no real surprises at all from mid-way through. So much more possibility there but unfortunately played very safe.
Shame about the rabbit closeup CGI.. looks very obviously 3D which spoiled any ‘joyful’ payoff for me.
I really liked the idea and the magic of Easter, but the bunny?
The compositing. What happened. The fur. No good.
But great work Saatchi’s.
Unless you’re a competitor post house?
Pretty sure that CU was done in camera anyway.
Back in 1999… Where’s the freaking idea?
Agree CGI on end bit is really poor.
Shedloads better than their ‘everyone’s a winner baby’ travesty, but still a boring TVC that lags with no real idea in it.
Nice work Ponz. Let the naysayers GFT.
Pretty sure that CU was done in camera anyway.
Close ups were in camera, fur is real.
The close up details are so obviously from a REAL rabbit. And it makes all the difference.
Big ups to Damon for not being too proud to acknowledge that this script originated from creatives that were there before his time. Good on you. Nice work.
There’s no way that bunny was filmed unless they were able to put a purple coat on him and teach him to act! Just very well done CG! Nice work Fin.
Great ad warms my heart.
Very very good. Jealous.
Spiccia strikes again – flawless.
Delightful and flawlessly boring.
Good idea, could have been taken a lot further.
I didn’t connect with the bunny or what he was doing.
Good but just not memorable.
‘CGI technology was used to create the photorealistic 3D computer generated bunny that appears like it was practically captured on camera.’
Who are they kidding? The Bunny looks like 3D… the movement and the texture…
It’s fine but there’s no fooling anyone that this wasn’t CG.
Captured in-camera my ass. It’s not ‘Where The Wild Things Are’.
Seems to be a lot of bitter post people here. Who gives a flying toss whether it was CG or REAL or a combination of both. The spot’s a bloody cracker! Well done to all involved.
seeing this spot gives me confidence that persisting in this industry is still worth it.
craft is well and truly still alive.
nice work michael spiccia.
It’s a shit idea done reasonably.
But well done for finally doing something better than your Big-W stuff.
that’s a goodie. congrats.
That’ll sell olives. Ads even more magic to Easter mornings, kids and parents alike will love this BMX bunny.
An instant classic.
The punters will love this.
WONDERful
You my friend are a bunny boiler.
Nice work. But just imagine how beneficial it would be for their clients if Saatchi’s staff spent as much time actually working on their business as they do anonymously talking up their own ads & agency fortunes on this blog!
cracked a semi
Every shot except for the bike sliding to a halt (looks ok but not as good as rest), looks great, nice work (I also don’t like the matte painting big moon shot too).
From what I’ve heard the rabbit was ALL in camera, some shots were a circus trained rabbit but most were a midget in a suit.