A casting call open to bunnies of all sizes

Trix searches for a new, real mascot.

General Mills, the company that makes Trix, has committed to removing artificial flavours and colours from its cereal. To prove that it’s opposed to anything artificial, it’s ditching the 57-year-old Trix rabbit mascot in favour of real bunny, who will be featured on a limited run of cereal boxes next year. This video for the casting call by McCann, thankfully, ditches society’s standards for bunny beauty and shows rabbits of all shapes, sizes and colours getting their shot at the big time.

At the very least, we hope General Mills finally gives the Trix rabbit a few bowls of cereal to enjoy during his forced retirement.


Brand: Trix (General Mills)
Agency: McCann
Executive creative directors: James Dawson-Hollis, Bill Wright
Associate creative director: Jared Isle
Art director: Jesse Yowell
Copywriter: Andrew Siegel
Chief production officer: Nathy Aviram
Senior producer: Cindi Blondell
Account group: Amber Greenwalt, Britta Larson, Ben Blaska
Talent specialist: Christie Wenzel
Business manager: Brent Larson
Production company: Humongous Productions
Director: Josh Miller
Edit / Finishing: WAX
Editor: Jason Sager
Lead artist: Mike Grosshandler
Site build: Visual Goodness
Composer: Jon Whitehouse/Kinsey Whitehouse, London
Mix studio: Plush
Engineer: Rob Fielack
VO Casting: Judy Keller