Clemenger BBDO Sydney launches new spot ‘Rabbits’ for Hungry Jack’s
June 28 2011, 5:06 pm | | 53 Comments
Clemenger BBDO Sydney recently launched a new television promotion for client Hungry Jack’s. The spot introduces Jack’s Packs, meals to share among friends, and aims to highlight both the flexibility and savings in the new offering.
The spot was directed by Josh Logue of The Feds, his second collaboration with Clemenger for Hungry Jack’s. The new Jack’s Packs TVC is supported by radio, online banners and in-store posters.
53 Comments
For Hungry Jacks, it’s . . . . ok. Certainly a little more interesting than anything else in the fast food category. As in I might remember it . . . unlike the toilet breaks made for Dominos, Pizza Hut, KFC . . .
Simple. Funny.
Here’s johnnie!!!
I get a kick outta this spot.
love it. next.
Creepy, Donnie Darko rabbits don’t make me hungry.
It’s all very well to be “interesting” and “different”.
The hard bit is to be interesting and different in a relevant way that sells the product.
This looks like yet another Clems thought balloon that is applauded by their mates but just leaves the target audience confused.
I think it is brave and different so should be applauded. Everyone here bags out KFC, Maccas, Pizza Hut, Dominos, etc; saying that someone needs to do something different. Here it is. I hope it works for them.
Someone has been watching Donnie Darko again… but I don’t mind that.
9.08, I don’t think you even get it. It’s totally relevant to what they’re pushing – multi combos; and it will stand out and make people feel a little more friendly towards Burger King. Tick, tick, tick.
Burger King? Ha, Ha, Ha, 9:30 just shot himself in the leg and squirted us with blood and pieces of tendon and bone. Arrrggggg!!!!!
I think that ticking was the bomb about to explode in your face, 9.30.
awfully shot – contrived – bad performance……….Rabbits again!!! lazy lazy lazy creative
crap – guy(s) in rabbit suits. Ripped off mood music.
Creatives that long to make films. Wow.
The execution is okay. Donnie Darko rabbits for sure. But at least they’re quirky and a bit evil, rather than cheesy, like they normally are.
But the brilliant idea here is the product. Teenagers won’t be confused by this. They’ll be all over it as they eat in groups and have no cash. This gives them a good reason to walk into Hungry Jacks door instead macca’s.
Bad direction and performance
9:08
9:46
10:01
9:30 is totally right. There IS a relevant link beyond the Donnie Darko reference. But firstly, just a little Biology 101 for you: rabbits multiply REALLY quickly. Hmm, how do you suddenly feed a crowd for less and “multiply the savings” etc.? What’s not to get you silly little child.
Nice! funny, weird, excellent…great tone of voice for the brand, shits all over Macca’s.
good stuff guys. Like it.
The whole multiplying rabbits idea might have worked, if…
If they hadn’t gone for the Evil Rabbit costumes.
I mean, really…they’re the stuff of nightmares, not fast food.
The moment you see them, you don’t notice the message at all. I’d seen the ad three or four times before I was able to focus on anything but the mad rabbits who are obviously about to tear the place apart and probably rib that little girl to shreds.
The thing with advertising is that one wrong decision can stuff up a whole lot of good ones. The wrong talent or the wrong location or the wrong director… or the wrong rabbit.
Killer Bunnies from Hell don’t just take over the promise of this ad, they chew it up and spit it out.
C grade creative direction in every respect – that simple.
I agree with 12.04 about the evil rabbits standing there like zombies. Disturbing.
Rabbits……not even chicken…..whets the beef?
10:18 You’re spot on. I don’t particularly like the ad and I’m not a teen (by decades) but I noticed it and I think broke teens will too. And to those others who find Donnie Darko (or Sexy Beast) derivative bunnies off-putting, have you ever managed to gross out a teen? Gawd, I’m tired of people thinking everything has to be high art to get the job done. It’s just an ad. PS. I had nothing to do with it or the agency or the client.
if this ad used these weird rabbits for the fruity hell of it I’d applaud the balls behind it. As they are actually used to make a “rabbits multiply fast” point, i throw the ad in the “lame” bin. Also agree, performance of chick sucks.
I just love a person in an animal costume on TV – it’s piss funny. I think it started with Humphrey.
11:36, we were teasing 9:30 for incorrectly calling Hungry Jacks Burger King. Yes, yes, we realise that BK is the parent company of Jack Cowin’s Australian HJ franchise, but surely branding is a crucially important thing to get right in advertising. The best idea in the world (and this isn’t it) isn’t worth a zac if it’s attributed to the wrong brand. So you see, 9:30 was not, as you asserted, “totally right”. Anything else I can help you with?
You know what… This is pretty great.
I think it’s bloody good. I don’t agree with all the venom.
Considering this is the country that produced that horrific Coles ad, we should be applauding anyone that does something pretty good.
I’d have gone for Wilfred style bunnies, with faces.
Sure, it would be theft of a sort – but that’s what we do in advertising.
Love it too. Love everything – the idea, costumes, casting, product name, product graphic design were all perfect for this target market. Nicely done.
To answer your question, 4:18:
I doubt it.
I’ll be going “down down” to Hungry Jacks.
Don’t you like the Coles ad, 4:52?
I think we should give it a big hand!
Did anyone else notice that it’s just rabbits at a fast food joint. Great performances. Oh wait, it’s an unmoving rabbit mask. Great locations. Oh wait, it’s an HJ counter. This is brilliant guys. Ace! Book it! By next week I bet you have another nugget of gold. Rabbits somewhere else in an HJ. I hope it’s a booth! The counter is just the beginning!
“Considering this is the country that produced that horrific Coles ad, we should be applauding anyone that does something pretty good.”
Fucken oath.
i can see what they would’ve written, and perhaps how they imagined it coming together, but the execution is so poor that any potential this may have had went out the window very quickly.
Ok Rabbit I’ma let you fiish, but I just wanna say that Coles Downtown commercial is the worst ad of all time…worst ad of all time.
Hey at least the creative on this doesn’t do his own voice overs.
Can’t stand these kind of ideas – so unprogressive.
How did we end up comparing Coles with Hungry Jacks?
I’m not a fan of the Coles spot (not least for ruining a great Petula Clark song for me), but at least I know what they’re trying to tell me. (How could I miss it – they sing it a hundred times!)
I missed the whole HJ message because of those weird rabbit eyes – reminded me of the time I saw the original Village of the Damned as a kid. Didn’t sleep for a week.
Hey I frickin’ love the Hungry Jacks spot. At least it isn’t trying to fool the Australian public into believing that it is involved in a price war with their nearest competitor. Coles and Woolies are lowering their prices in preparation for Costco, and don’t want to look like the greedy retail duopoly they are.
Maybe, just maybe, if the ad was for the new, flame grilled rabbit burgers…
Then, just maybe, the rabbits with ‘tude would make sense. Otherwise, meh…
There is simply no excuse for the Coles work. It is by any measure appalling. Nor should it hide under that universal apology of of “that’s retail”.
Coles is a famous brand that should not be defiled by this rubbish. It is crap with not one redeeming quality. It makes me ashamed of this industry, More Galling is that it escapes comment on this blog because it was done by a so called icon. Lynchy protects all the old blokes that hang in there. Go on Michael post it for discussion I dare you.
I want some of these rabbits to scare my grandkids – tell me where to buy them !!!!
Where can I buy one of those rabbit costumes?
They’e not just animal suits… they’re rabbit’s.
They’re not just rabbits… they’re mad rabbits.
What was the offer again?
Incidentally, the ad is working its arse.
Yes, Clems Boy, I hear the sale of mad rabbit suits has gone through the roof.
This spot is gold. If you don’t get the quirky element it’s time to try a new industry.
I love it better than cutsie pie rabbits the chicks great, what is the tune they play.
This ad works. Plain and simple. If it was cutesy bunnies no-one would remember it. The actress works too. Those eyes darting back and forth, just waiting for who knows what… Love it, love it. People want to buy those suits! HJ is has received requests for toy bunnies!
A lot more entertaining then “sensei cobra” or a whistling Maccas box. Boring!
Give us killer homicidal looking bunnies!
Love the actress’ facial expressions, just keeps you watching. Brilliant
Absolute rubbish and creepy to boot.
Evil satanic rabbits, looking like they’re about to skin the teenaged girl behind the counter and wear her head like a hat, doesn’t make me want to eat sloppy, greasy Hungry Jacks burgers that are about as “flamed grilled” as my arse.
I can see little children not wanting to go to Hungry Jacks because the “evil bunnies” might get them…!?