Too Many Rabbits…….. In China

Pulling Back the Curtain on the Techniques Used in the Big Pond Ad
by Craig Arthur   

Watch the “Too Many Rabbits” Big Pond Broadband ad on YouTube, and then read the techniques behind what makes this ad so memorable.

1. It doesn’t use smooth polished voices. The ad is written the way people talk. It is a scenario we can all relate. It’s real. You couldn’t get anymore real than the Aussie Dad in this ad. He stumbles, bumbles and stutters while trying to impress his little boy, Daniel.

 

2. It plants a Word Flag. “A word-flag is an unexpected, memorable name, word or phrase that customers will voluntarily mention in their efforts to be friendly or to "connect" with you.” From the Entrepreneur.com article, How to Track Ad Results

Daniel: Dad why did they build the Great Wall of China ?

Dad: It was to keep the rabbits out. Too many rabbits ….. in China

In Australia where this campaign runs, the phrase “Too many rabbits in China, ” is fast becoming part of the Aussie Vernacular. Just like "A Happy Little Vegemite."

3. It uses a technique called Frameline Magnetism.

“The edge of a picture is called the frameline. When an image extends beyond the frameline, the viewer’s imagination reacts by filling in what is left out of the frame.” Page 116, chapter 50, - Magical Worlds of the Wizard of Ads.

Teacher: Ok, now Daniel will do his talk on China.

The ad doesn’t need to tell what is going to happen next. We know. That’s why it is funny.

4. And lastly ….. the fat pause. While poor old Dad struggles to find the right answer, the silence between his words is what makes his lines memorable.

To quote Roy H. Williams, “Mispronunciations are good. And struggling to find just the right word is the stuff of miracles.”

These are 4 techniques you can use to improve your own ads.

PS. Again at YouTube, view the Sydney Powerhouse Museum ’s spin on the Too Many Rabbits ad to promote it’s display, The Great Wall of China – Dynasties, Dragons & Warriors.