Ken’s Salad Dressing is being promoted in a television advertising campaign featuring white rabbits. The bunnies are brought on set to demonstrate that the most dedicated vegetable eaters ever are dedicated to locating and staying with the Ken’s Salad brand.
In Heist a single cute white bunny distracts a truck driver hauling a Ken’s Salad Dressing load while his fellow rabbits make away with the goods. Click on the image below to play the video in YouTube (HD)
In “Guard Rabbit,” the bunny guards his owner’s salad, but when a thief tries to take liberties with the owner’s lunch, her guard bunny snaps like a junkyard dog. These rabbits roll deep: a menacing swarm of bunnies fill a tree above the man, resembling a scene from Hitchcock’s The Birds. Click on the image below to play the video in YouTube (HD)
Click on the image below to play the Heist Behind the Cage video in YouTube (HD)
Click on the image below to play the Guard Rabbit Behind The Cage video in YouTube (HD)
The Salad Bunnies campaign was developed at McCarthy Mambro Bertino (MMB), Boston, by executive creative directors Fred Bertino and Jamie Mambro. executive creative director/copywriter Jerry Cronin, art director Liz Albrecht, executive agency producer Sara Ventetuolo, producers Sara Ventetuolo and Jill Andresevic, and managing director Lance Smith.
Filming was shot by director Mike Maguire via Biscuit Filmworks, Santa Monica, with executive producer Colleen O’Donnell, producer Dave Bernstein, director of photography Ulrik Boel Bentzen and production designer Alexis Ross.
Post production was done at MassMarket, New York, by head of production Blythe Dalton, VFX producers Katie Boote and Hillary Thomas, VFX supervisor Andy Jones, lead 3D artist Andy Jones, lead compositors Jamie Scott and Hyunjeen Lee, 3D artists Eric Lampi, Kitty Lin, Frank Naranjo, Zed Bennett, Alon Gibli, Sean Kealey, Chris Meek and Kevin Miller.
MassMarket shot individual rabbits against blue screen, placing each rabbit separately in order to emphasize the aggressive personality of each bunny. The pièce de résistance was the fully CG rabbit head replacement in “Guard Rabbit.”
Music, supervised by John Bissell at Mothlight Music, was composed by Jon Mullane and Creighton Doane (Guard Rabbit) and Maddie Madsen (Heist).