Dashlane's modern-day fable about a rabbit and a fox upholds the power of randomness

Lightning Orchard's first work for the password manager since the Super Bowl emphasizes the benefits of being unpredictable

Published On
Aug 28, 2020

Editor's Pick

Dashlane, the password management service, made a big splash with its first Super Bowl ad earlier this year, a mythological farce featuring a ferryman, the River Styx and one forgetful passenger.

The brand’s first work since then (also from agency of record Lightning Orchard) is another vignette with an absurdist bent. A rabbit senses danger and leaps away before a fox can give chase. But rather than relying on speed, the bunny explodes into a flock of flying rabbits, the stunned fox left twitching behind. The maelstrom of randomness continues with odes to modern art, petroglyphs and memes.

The point, of course, is that randomness is better for the rabbit, and better when it comes to picking unguessable passwords. “This spot allowed us to marry the two and make a point about a random password protecting you on the internet, while getting pretty wild and pyrotechnic with our visuals,” said Conor Dooley, creative director at Lightning Orchard, in a statement. “And this idea of random, or random on purpose, also gave us carte blanche when it came to getting weirdly wonderful with how we visually executed this creative idea.”

The spot, titled "Random on Purpose," ends with a series of randomized passwords, one of which is an Easter Egg that will unlock something special for observant viewers. The Mill provided production, VFX and color, with editing by Cut&Run, music by New Math and audio production from Sonic Union. The new spot begins running Aug. 31 in New York, Los Angeles, Washington, D.C., San Francisco, Chicago, Boston, Philly, Dallas/Ft. Worth, Houston, Atlanta and Denver.


Aug 28, 2020
Client :
Agency :
Chief Strategy Officer :
Laura Janess
Chief Executive Officer :
Barney Robinson
Chief Creative Officer :
Jeff Kling
Executive Creative Officer :
Jimm Lasser
Creative Director :
Conor Dooley
Copywriter :
Chris Baker
Art Director :
Paige Whitaker
Head of Production :
Sherri Levy
Producer :
Theresa Reyes
Producer :
Christina Carter
Account Director :
Adelaide Smythe
Strategist :
Ilia Widman
Associate Strategist :
William Blackwood
Production :
Mill Production
Director :
Oliver Davies
Producer :
Rebecca Jones
Producer :
Erica Grubman
Line Producer :
Rima Mondal
Editorial :
Cut & Run
Editor :
Ben Campbell
Edit Assist :
Christopher Hutchings
Producer :
Maggie McDermott
VFX Creative :
The Mill
2D Lead Artist :
Neil Alford
3D Lead Artist :
Phillip Maddock
3D Lead Artist :
Gaurav Mathur
3D Lead Artist :
Anish Mohan
2D Artist :
Didem Ergor
2D Artist :
Gianluca Di Marco
2D Artist :
Tom Luff
3D Artist :
Margaux Huneau
3D Artist :
Laurie Estampes
3D Artist :
Sparsh Kumar
3D Artist :
Loganthan P
3D Artist :
Ramesh B
3D Artist :
Dinesh B
3D Artist :
Shahid Hussain
3D Artist :
Asis Kumar Mahakhud
Finish Artist :
Dave Wishart
Finish Artist :
Rich Watson
Matte Painting :
Rainer Stolle
Matte Painting :
Olga Sokal
Animation :
Laurie Estampes
Design :
Matthew Ben-Campbell
Design :
Paul Bloomfield
Design :
Lee Robinson
Design :
Freya Barnsley
Color :
The Mill
Colorist :
Alex Gregory
Color Assist :
Megan Lee
Music :
New Math
Composer :
Jared Hunter
Producer :
B Munoz
Executive Producer :
Kala Sherman
Audio Production :
Sonic Union
Sound Designer/Engineer :
Paul Weiss
Mix Engineer :
Owen Shearer
Producer :
Nathaneal Taylor

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