skills/creative-director/references/legendary-campaigns/cards/comcast-rabbit-2009.md

---
id: comcast-rabbit-2009
title: "Rabbit"
brand: Comcast
agency: unknown
year: 2009
country: US
region: north_america
industry: tech_telco
pattern: [P11, P16]
category: film
idea_type: execution
involvement: passive_view
channel: physical
duration: campaign
goal: [awareness, engagement]
budget: medium
emotion: [ironic, wry_affection, surprised]
emotion_tier: 3
insight_domain: joy
media_epoch: tv_first
awards: [dnad_yellow_pencil]
quality_score: 7
scalability: universal
risk: safe
confidence: medium
quality: full
source_url: https://www.dandad.org/awards/professional/2009/tv-cinema-advertising/17006/rabbit/
---

# Rabbit (Comcast · 2009)

## Insight
Internet speed advertising is uniformly earnest and claim-heavy. A telecom brand willing to be genuinely funny in an absurd register stands out by default in a category that takes itself too seriously.

## Mechanic
A film featuring a rabbit in an inexplicably domestic situation related to internet speed and entertainment — pure absurdist premise executed with deadpan seriousness. The D&AD award suggests craft execution above category norms.

## Why it worked
In a category where every competitor speaks with the same serious, claim-forward voice, an absurdist departure with genuine craft execution is immediately memorable. The rabbit becomes the brand's permission to not be boring about internet speeds.

## Steal
In commoditised categories where every brand sounds the same, tonal differentiation alone can be a competitive advantage. You don't need a better claim — you need a different register.

## Related
- Pattern: [[../MOC-pattern.md#p11]]
- Sibling: [[metro-trains-dumb-ways-to-die-2012.md|Dumb Ways to Die]]
- Sibling: [[old-spice-man-your-man-could-smell-like-2010.md|The Man Your Man Could Smell Like]]
- Emotion match: [[guinness-surfer-1999.md|Surfer]]

---

*Author: Serge Shima ([t.me/aimastersme](https://t.me/aimastersme) · [sergeshima.com](https://sergeshima.com) · [aimasters.me](https://aimasters.me)) · License: CC BY 4.0 — attribution required · Source: [smixs/creative-director-skill](https://github.com/smixs/creative-director-skill)*