Battery Fans Argue over Extra Life or Extra Power in Wacky Duracell Campaign
For the July launch of Duracell’s new Optimum battery, the brand is debuting a marketing effort that reminds us of those pivotal moments when you may want more from your battery — like 20 minutes before your next dentist appointment when you can benefit from a little extra power in your toothbrush, or for a long weekend of video games when you may want that extra life in your controller.
In case you’re not up to date on your battery news, this is big for Duracell. The new Optimum delivers both of these benefits in one battery - extra life in some devices or extra power in others, versus the brand’s traditional Coppertop batteries. And to make that messy junk drawer slightly less embarrassing when your mom rifles through it, Optimum batteries come in a new slider pack complete with a resealable storage tray.
The first campaign to launch in North America under new Global CMO Tatiana-Vivienne Jouanneau, 'Two Characters' kicks off with some 30-second spots via Wieden+Kennedy New York and renowned commercial director, Tom Kuntz of MJZ. The work demonstrates the dual benefit of extra life/extra power because after all, both is better than not both. And these are the world’s biggest, weirdest demos of this new battery.
“I consider creativity the hardest currency in the advertising industry and I’m delighted to have W+K as my NA creative partners,” said Tatiana-Vivienne Jouanneau. “I view the new Duracell campaign as one example why W+K is consistently awarded at industry shows like Cannes.”
