When you're hacking away at unsightly ear hair, the last thing you want is for the battery in your trimmer to conk out. That would leave you with bushy lobes and broken dreams.
It merits studying how many kids (and adults) cried this weekend because Santa forgot to pack batteries to go with the drone, or those creepy Hatchimals. We hate batteries. More than that, we hate that little "Batteries not included" disclaimer, which is printed so small on otherwise-seductive packaging that even if you wanted to read it while stumbling through the obstacle course that is holiday shopping, it would take five minutes to find. That's five minutes off your whole life. Recognizing that its core product is the source of so much chagrin, Duracell did the best it could this year—short of totally transforming its business and ridding us of the need for AA's altogether. It launched Duracell Express, an on-demand delivery service for forgetful parents and mythological gift-givers alike.
For the second time in as many years, a new Star Wars movie is hitting theaters. This time it's Rogue One: A Star Wars Story, which is striving for a more awkward title than even the prequel trilogy accomplished. The movie's story is … well … it's basically the one told in the opening crawl of the original Star Wars, the one we all started calling Episode IV or "A New Hope" just in the last 15 years or so. Felicity Jones plays Jyn Erso, the daughter of the man who helped design the Death Star, the technical terror that's part of the Empire's master plan to solidify its rule over countless planets. Jyn is a bit of a hellraiser who's recruited by the Rebel Alliance to help steal the plans for the ultimate weapon in the universe. So, she and a ragtag bunch of Rebels go undercover to try to uncover the space station's weak spots. The movie has received a big campaign, with a handful of trailers and plenty of TV spots that show Jyn and her multicultural crew, as well as Ben Mendelsohn as Orsen Kerrick, the Imperial officer they're hoping to foil—and a few hints at involvement by Darth Vader himself. There have also been significant efforts from a core group of five companies who signed on as promotional partners and who have used the movie as a springboard for their own efforts. Let's take a look at what they've been doing:
Duracell, the maker of North America's top-selling batteries, has chosen Wieden + Kennedy New York as its creative agency of record after a review. W+K will develop integrated marketing initiatives across the Duracell family of products including digital, social, TV, experiential and design work. Its first such efforts will debut in early 2017.
A long time ago, in a hospital far, far away … Duracell returns to the Star Wars universe today, launching a holiday-themed tie-in to Rogue One: A Star Wars Story ahead of that film's release in December. The 60-second spot plays off Duracell's holiday donation of 1 million batteries to power toys at 147 Children's Network Miracle Hospitals nationwide.
Mad Men ended a year ago, but John Slattery, aka Roger Sterling from the AMC agency drama, is keeping a hand in the ad game, providing a voiceover for this Duracell spot tied to National Hearing Month. Slattery delivers his lines near the end of the two-minute-plus commercial, created by Anomaly to tout Duracell's hearing-aid batteries.
Social media analytics company Unmetric has compiled a list called "Awesome Things Brands Did in 2015," which looks at social campaigns throughout the year that performed especially well in terms of […]
Star Wars: The Force Awakens doesn't feel like it's in galaxy far, far away anymore. Maybe that's because it opens in theaters Friday, or because Disney has partnered with a number of brands that are inundating consumers with ads and products that capitalize on the movie's fandom right here in the Milky Way.
A long time ago, in a suburb far, far away ... Duracell powers a fantastical Christmas-morning Star Wars battle of epic proportions in this holiday commercial from Anomaly that breaks Friday nationwide on TV and onlline.
Duracell is making a strong play for the most American ad this Fourth of July by framing itself as the brand that helps keep members of the U.S. military connected to their young kids while deployed overseas.