Hairy Ears and New Mums Demonstrate the Power of Trust for Duracell

In a world where things like trust, and facts, seem to have lost some meaning, Duracell has launched a timely message: Trust is power, and there’s no power you can trust like Duracell.

“Trust is Power” is Duracell’s new brand platform, and the first campaign from its newly appointed creative partner, Wieden+Kennedy New York.

The campaign, like the brand, is built on trust. Launch spots and a striking social catalogue re-introduce us to the tireless performers in the Duracell battery line-up and paint them as the everyday heroes they really are. 

The spots, directed by Steve Ayson, zero in on key areas of daily life, like child care, household safety, gaming and grooming, showing just how important a trusted power source can be in an unpredictable world. As the ads illustrate, as a new parent, you can’t trust the child rearing advice that assails you from all corners, but you can trust Duracell’s stout C cells to deliver the one thing that guarantees domestic peace: a fully functional baby rocker.  You can’t even trust your own body, as demonstrated in another spot, but you can trust Duracell Double AAs, dual bulwarks against a daily tide of small humiliations—like being called “Ear Hair Man” by your co-workers.

If the spots show your favourite batteries in a whole new light, the first ever Duracell Catalog shows all of the brand’s trusted power sources in a new format. Accustomed to being confined to a dark battery compartment dungeon or cluttered kitchen drawer, Duracell batteries finally get their star turn in a colourful catalogue, distributed via Instagram (a printed version of the catalogue will also be sent to influencers and battery enthusiasts).

“Trust seems in very short supply today,” says Ramon Velutini, Vice President of Marketing at Duracell. “As the most trusted name in batteries, we felt that it was a better time than ever to leverage what our brand has always been built on. We wanted to come forward and reassert our position as a power that everyone can trust, every day. We’re taking a light-hearted look at the real issue of trust, because while you do need trustworthy power when you’re climbing K2, you also need it for your game controller and your kids’ toys.”

The first spot debuted January 22, online and on broadcast TV during during the AFC Championship. The catalogue is live on Duracell’s Instagram; you can scroll through to read it cover to cover and learn more about Duracell’s copper-topped pillars of trust, as well as tips about cooking, camping, gaming, parenting, and bears.

The campaign was prefaced over the holiday season with the Duracell Express. The unique activation saw Duracell save Christmas for forgetful parents in Chicago, Milwaukee and Minneapolis, by delivering batteries on Christmas Eve. Over a ton of batteries were delivered and countless families saved from a world of holiday hurt.