Top Selling Image Breakdown: The Bunny Trend

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Jakob Helbig, Cultura RM

Jakob Helbig, Cultura RM

 

Cute and dark, innocent and impish, not only is the Rabbit Image Source’s best seller this month but an ad featuring rabbits has the media cooing. Rabbits are ‘hoppening’

There’s something about Danish photographer Jakob Helbig’s Rabbit that makes this bunny a best-seller. It could be because of the daft, cute charm of its ears, the fluffy light white body or the subtle pink shadings round its edges – nice bio-design.

But it might be selling because art buyers are looking for something tricksterish, surreal, perhaps even darkly magical.  Look closer, can’t you see the twitch, the impishness behind that blank stare? Has it just been pulled out of a hat?

 

Moodboard

Moodboard

 

It seems we’ve always had mixed feelings abut the rabbit. Well at least since Alice followed one down the hole into Wonderland. So the Sony series we ran recently played the trickster Rabbit, playfully echoing the visual magic of their Bravia Tv.

 

Ad for Sony Bravia

Ad for Sony Bravia

 

And in pop culture from the Pooka spirit in Harvey to the new age rabbits in the Bat for Lashes music promo, to the dark, disturbing, demonic Frank in Donnie Darko. This is what happens when you turn rabbit inside-out – cute becomes brute.

 

 

But according to Adweek good bunny, or at least uber-cute bunny is back in an ad for IBIS Hotel. And what makes it irresistibly, wabbiliciously cute is that they really did snuggle up together on the bed – without carrots or anything to encourage them. In the UK, even the Daily Mail was moved to report on these “Snuggletastic” bunnies climbing up the YouTube charts.

 

 

“We really wanted to highlight the ultimate comfort of the Sweet Bed by Ibis,” Neil Dawson, executive creative director, BETC London told Adweek. “Bunnies snuggle up to each other and find cosy places to sleep. And what better evidence of the ultimate comfort of the Sweet Bed by Ibis than for the bunnies to seek out and sleep there on their own.” The tired, weary business traveller will after a hard day of negotiations, playing Frank, will be reborn at night as a twitchy-nosed ball of cuddlesome fluff ready for the perfect nap.

 

I can feel my own nose twitching, do we smell a rabbit trend in the wind? Well a colleague just back from Marks and Spencer spotted this on his way through the cash till.

 

Cute + Innocent = behavioural change. Too damn cute!

Cute + Innocent = behavioural change. Too damn cute!

 

Not simply cute but innocent of anything except being adorable and cuddly. The image of the bunny is the ultimate visual weapon against testing cosmetics and household products.

Rabbit it seems never goes away. Signalling innocence and cuteness but also reproduction and sex. And those ears, perfect for picking up the noise around trends in animal imagery.

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