W+K and Duracell Continue to Place All Their Trust in Power

By Patrick Coffee 

No one brand should have all that power.

But Duracell still does it in AOR Wieden + Kennedy’s latest for the battery company, which extends the “Trust is Power” campaign that launched back in January.

As in previous spots, these run on themes. The newest is “Camping” and the many things that can go wrong when one does not have a reliable source of power for that all-important flashlight.

We also missed the last spot in the series, which launched last month and played on the truism that hardcore gamers may not be the world’s most socially adept individuals.

Our favorite part of this last one is the fact that pretty much everybody in the YouTube comments asked who owns that SICK Infiniti G37 in the background.

“Camping” was directed by Biscuit Filmworks’ Andreas Nilsson, who also helmed “Epic Split” and the recent KFC spot starring Rob Lowe.

The campaign is also active on the social with the graphics that move.



Client: Duracell
Agency: Wieden+Kennedy New York
Spots: “Camping,” “Gaming”
Executive Creative Director Karl Lieberman
Creative Director Jaclyn Crowley
Creative Director Eric Helin
Copywriter Brock Kirby
Art Director Sezay Altinok
Head of Integrated Production Nick Setounski
Executive Producer Alison Hill
Associate Producer Alexey Novikov
Director of Brand Strategy Dan Hill
Strategy Director Sean Staley
Brand Strategist Cristina Pansolini
Social Strategist Liz Lightbody
Account Director Mike Welch
Management Supervisor Meghan Mullen
Account Supervisor Mike Mueller
Account Executive Jamie Robinson
Comms Planner Stuart Augustine
Business Affairs Michael Moronez
Project Manager Ava Rant
Traffic Managers Sonia Bisono, Andy Hume

Production Company Biscuit.
Local Service Company Story
Director Andreas Nilsson
Managing Director Shawn Lacy
Executive Producer Holly Vega
Head of Production Rachel Glaub
Head of Production Mercedes Allen
Line Producer Jay Veal
Production Supervisor Jennifer Berry

Editorial Company Rock Paper Scissors
Editor Carlos Arias
Producer Ashley Bartell
Cutting Assistant Christopher Fetsch

Executive Producer Melanie Wickham
Producer Clairellen Wallin
VFX Shoot Supervisor Westley Sarokin
2D Lead Artist Mikey Smith
2D Artists Sungeun Moon, Molly Intersimone, Chris Sonia
Coordinator Zachary Franciose
Telecine Company CO3
Colorist Tom Poole

Mix Company Sound Lounge
Mixer Justin Kooy