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.