Production: Like crocuses, baby animals, and songbirds, Black20’s “The Easter Bunny Hates You” video seems to resurface every year with the spring thaw. It’s an absurd montage of a man in a rabbit costume cutting a swath of violence through New York City, randomly attacking actors with candy eggs, cellophane grass, and knee-socks full of billiard balls. The video was one of the original brainchildren of Black20, the two-year-old broadband production company and comedy troupe who take their name from the roulette pocket on which they won their initial funding. At the time “Easter Bunny” was made, the creators were working as tour guides at a “major network” by day and trying their hands as Web video producers by weekend. “The Easter Bunny Hates You” was the first project they “leaked” online to test the strength of their content.
Result: The two-minute video has over 2 million views on YouTube alone, and has been shared and re-posted across innumerable distribution channels. It made numerous “best of” lists in 2006, and gave the group enough brand exposure to give them the confidence and collateral to quit their day jobs and dedicate themselves full-time to Black20.com, which now includes articles, serial shows, and of course, new variations of horrific Lenten violence.