It's always weird to see other rabbits that look like yours, especially when they do not look happy! That looks like one grumpy bunny, I hope they got to go back to a nice, calm home after.
I don't think advertising rabbits as gifts was their intent; however, I also think that is how it comes across as, at least to us. It's a tricky thing, using rabbits in adverts; mostly I think they're there to set an 'atmosphere' or just a general feeling, but some people will still look at it and think 'oh let's get a rabbit' in a particularly stupid way.
When is it appropriate to show adverts with rabbits, aside from information and such about their welfare? Do you remember that advert for that hotel chain with the bunnies on the bed? Last years Barry M's Christmas advert? Do they send an okay message? I mean, other than the rabbits themselves being okay being on a film/photography set, which could be very stressful.