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Beyond being a destination for music lovers and musicians of all abilities, and a bursting-at-the-seams repository of rock 'n' roll history, the House of Guitars has gotten a lot of attention over the years for its psychedelic, low-fi television commercials. But, “We got the most attention with the Easter one with the ‘hop hop,’” Armand said. “I’m the real Easter bunny. If you don’t believe me, come and take a peek now — hop hop,” he says in one of the spots while wearing rabbit ears and sunglasses and jumping up and down. With a cigar in hand, he implores viewers to tell their parents they don’t want candy for Easter — they want a folk guitar or an electric guitar, pointing out, “We have thousands of guitars. More than anyone else in the world. Hop hop, hop hop.” The campaign is so indelible that in 2014, it became the subject of a Wall/Therapy mural. The work by John Perry, which is on a Pennsylvania Avenue building near Niagara Street and the Rochester Public Market, features a likeness of a rabbit-eared Armand strumming a guitar beside a dialogue box reading, “HOP! HOP!” with the Rochester flower logo standing in for the O’s.