It keeps going, and going, and going . . .

It keeps going, and going, and going . . . is best known as a mid-20th-century American advertising slogan associated with the Energizer battery brand, used to emphasize long-lasting power. The line became widely recognizable through television commercials featuring the “Energizer Bunny,” a toy rabbit that continues drumming long after others stop. Although often repeated in popular culture as a general-purpose description of persistence or durability, its origin is commercial rather than literary, and it is typically treated as a tagline rather than a quotation attributable to an individual speaker—hence its frequent listing as “Anonymous.”

The phrase relies on rhythmic repetition to create the impression of uninterrupted motion and endurance. In everyday usage, it has broadened beyond batteries to describe anything that seems inexhaustible—an ongoing process, a person’s relentless energy, or even an annoyance that won’t stop. The ellipsis visually reinforces the idea of continuation, implying that the action extends beyond the bounds of the sentence itself. As a cultural catchphrase, it demonstrates how advertising language can enter common speech and function like a proverb about persistence and longevity.

“It keeps going and going and going.”
“It keeps going, and going, and going!”
“It keeps going… and going… and going…”