Are You being manipulated by a puppy?
By Emory Hutchins October 6, 2025
Animals can frequently be seen as characters in commercials for all sorts of products, not just ones connected to animals. From the Geico Gecko, to Tony Tiger, to the animals in ASPCA videos, animals are a main feature in every commercial break. Why do we use animal counterparts to advertise products, and why do these ads appeal to consumers?
The Duracell Bunny has been a recognizable mascot since its debut in 1973. Rabbits are often associated with speed and endurance, making a positive connection with the batteries. In this case, using a bunny sends the signal that the product is fast, reliable, and long-lasting.
The hamsters used by Kia are heavily anthropomorphised, street-wear-clad, hip-hop singing Kia drivers that are seen in creative scenarios in each commercial. They show no behavioral resemblance to the real animal and don’t have a noticeable connection to the car. The use of these eye-catching rodents is simply just for that: to be entertaining and grab the attention of customers.
Budweiser uses the iconic Clydesdale horses inspired by American heritage. They use emotional storytelling to evoke a connection between the brand and the ideas of friendship, hard work, and American pride that are created in the commercials. They play off of consumers’ need for love and belonging in their ads that highlight a connection between humans and Clydesdale. These positive traits have become what people associate with the beer, leaving an effective relationship between consumers and Budweiser.
Coca Cola’s polar bear character has created an association between winter and the soda for decades. The ads made a new ritual behavior for consumers with the connection to colder months. The refreshing, cold soda would often be associated with hot summer months, but the depiction of polar bears drinking Coke in the commercials makes consumers feel the drink is perfect year-round.
As seen in these examples, animals have proven to be extremely successful in advertisements across a plethora of products. Humans’ deep fascination and love for animals make them a powerful symbol in many commercials. Many brands have developed strong associations with a specific species or character that helps create an image of the brand’s values and benefits. Animal characters continue to be a powerful tool in advertising that creates positive associations, emotional relationships, and memorable imagery.
Oct. 6, 2025
Sources:
Emory Hutchins 