Originally a parody of the preexisting Duracell Bunny, still seen in the UK, Europe and Australia, the Bunny has appeared in television commercials in North America since 1988. The Energizer Bunny is promoted as being able to continue operating indefinitely, or at least much longer than similar toys (or other products) using rival brands' batteries, with the marketing tagline "It just keeps going and going. . . ". The American Energizer commercials, produced by D. D. B. Chicago Advertising, originally began as a parody of TV advertisements for rival Duracell. In the original Duracell ads, a set of battery-powered drum-playing toy rabbits gradually slow to a halt until only the toy powered by a copper-top battery remains active. In Energizer's parody, the Energizer Bunny then enters the screen beating a huge bass drum and swinging a mallet over his head. The criticism was that Duracell compared their batteries with carbon-zinc batteries, and not similar alkaline batteries like Energizer. The creative team at D. D. B. Chicago who conceived and designed the bunny chose All Effects special effects company to build the original Energizer Bunny, a remote-controlled prop. All Effects operated the Energizer Bunny in most of its first commercials.  Later commercials were made by Industrial Light & Magic, Cafe FX and Method Studios.