Comcast “Rabbit”

The script for “Rabbit,” a new Comcast advert directed by Biscuit Filmworks’ Noam Murro, would probably work as a radio spot. But the visuals add such an enjoyable level of absurdity that it’s hard to imagine it without them.

I like that the character animation is a cross between realism and cartoonish exaggeration. The rabbit’s over-sized eyes and over-the-top facial expressions add a touch of zaniness that counteracts the bravado of the voiceover.

Noam Murro seems to have a penchant for this sort of deadpan absurdity. His recent Sears spot and the celebrated Hummer “Monster” advert both present the unreal as the ordinary.

That’s not to say he’s incapable of straight-up weirdness. Murro’s magic lies in his ability to make the unbelievable not believable, but likable. That’s a refreshing change from the usual approach taken by vfx-centric spots that strive for ever higher levels of hyper-realism.

Oh, and get a load of the credits for this one. Animal Logic, Brickyard VFX and Superfad (among others) all played a part in bringing this baby to light.

Client: Comcast

Title: Rabbit

Agency: Goodby, Silverstein & Partners
Creative Director: Jamie Barrett
Copywriter: Mike McKay
Group Creative Director: Chris Ford
ACD/Art Director: Nick Spahr
Agency Executive Producer: Tanya LeSieur
Assistant Producer: Peg Oberste

Production Company: Biscuit Filmworks
Director: Noam Murro
Sr. Executive Producer: Shawn Lacy
Executive Producer: Colleen O’Donnell
Producer: Jay Veal
Director of Photography: Jo Willems

Editorial Company: Bikini Edit
Editor: Avi Orin
Assistant Editor: Paul san Filippo
Executive Producer: Gina Pagano

Visual Effects: Animal Logic, Australia
Creative Director: Bruce Carter
Producer: Nerissa Kavanagh
Art Director: Ben Walsh
Art Director Michael Halford
Lead Compositor: Nicholas Ponzoni
CG Lead: Andrew Jackson
CG Lead: Andreas Wanda

On-Line: Brickyard VFX
2D Artist: Patrick Poulatian
Producer: Diana Young

Telecine: Company 3
Colorist: Dave Hussey

Sound Design: Trinitite Studios
Sound Designer: Brian Emrich

Final Mix: One Union Recording
Engineer: Eben Carr

V/O Mix: Lime Studios
Engineer: Rohan Young
Assistant Engineer: Joel Waters

Graphics: Superfad