W+K New York Launches First Full Campaign for Duracell

By Erik Oster Comment

W+K New York won creative AOR duties for Duracell last October, and subsequently launched a “Duracell Express Saves Christmas” holiday effort. Now the agency has rolled out its first full campaign for the brand with a pair of spots entitled “Ear Hair” and “New Mom” which position the brand as trustworthy.

Both ads employ a bit of humor to get their point across. In “Ear Hair,” the voiceover opens with the promise that Duracell’s AA batteries are the ones you can trust for that ear hair trimmer, “Because you can’t trust your body not to grow hair here and you can’t trust your co-workers not to nickname you ‘Ear Hair Man.'” Come on guys, that’s just mean. Luckily two AA batteries and a trim job later and you can trust that they’ll be paying attention to your presentation and not the “armpit on the side of your head.”

“New Mom” takes a similar approach to the many stresses that go along with being a new parent. While you can’t trust everyone giving you advice from dolphin-assisted water births to turning to brandy to help your infant fall asleep, you can trust that Duracell will keep that nursery swing running. Both spots introduces the brand’s new “Trust is Power” tagline. The campaign made its broadcast debut Sunday during the AFC championship game between the New England Patriots and Pittsburgh Steelers. To support the broadcast spots the campaign includes a Duracell Catalog on the brand’s Instagram.

“Trust seems in very short supply today, Duracell vice president, marketing  Ramon Velutini said in a statement. “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, everyday. 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.”


Credits:
Client: Duracell

Agency: Wieden + Kennedy New York
Executive Creative Director: Karl Lieberman
Creative Director: Jaclyn Crowley
Creative Director: Eric Helin
Copywriters: Luke Sacherman, Howard Finkelstein
Art Directors: Kate Placentra, Grant Mason
Head of Integrated Production: Nick Setounski
Executive Producer: Alison Hill
Associate Producer: Kweku Taylor-Hayford
Director of Brand Strategy: Dan Hill
Strategy Director: Sean Staley
Brand Strategist: Cristina Pansolini
Account Team: Mike Welch, Meghan Mullen, Jamie Robinson
Media Director: David Stopforth
Comms Planner: Stuart Augustine
Business Affairs: Michael Moronez, Brit Fryer
Project Manager: Ava Rant
Traffic Managers: Sonia Bisono, Andy Hume

Production Company: MJZ
Director: Steve Ayson
President: David Zander
Executive Producer: Emma Wilcockson
Line Producer: Laurie Boccaccio
Director of Photography: Evan Prosofsky

Editorial Company: Mack Cut
Editor: Gavin Cutler / Nick Divers
Executive Producer: Gina Pagano
Cutting Assistant: Pamela Petruski

VFX Company: THE MILL
Executive Producer: Verity Grantham
Producer: La-Râ Hinckeldeyn
VFX Shoot Supervisor: Tony Robins
2D Lead Artist: Mikey Smith
3D Lead Artist: Andres Eguiguren
3D Artists: Emily Meger, Sean Dooley, Ren Hsien-Hsu, Juan Carlos Brauet

Telecine Company: CO3
Colorist: Tom Poole

Mix Company: Mackenzie Cutler
Mixer: Sam Shaffer

—Project Name: Brand Catalog

Agency: Wieden + Kennedy New York
Executive Creative Director: Karl Lieberman
Creative Director: Jaclyn Crowley
Creative Director: Eric Helin
Copywriters: Howard Finkelstein, Katie D’Agostino, Luke Sacherman
Art Directors: Grant Mason, Grace Martin, Kate Placentra
Design Director: Justin Flood
Design Team: Erica Bech, Brian Metcalf, James Hughes, Eden Weingart, Scott Gelber, Braulio Amado, Alis Atwell, Qiong Li, Kurt Woerpel, Chris Kelsch, Alessandro Echevarria
Head of Integrated Production: Nick Setounski
Integrated Producer: Sabrina Rahrovi
Art Producers: Deb Rosen, Ali Berk, Pietro Clemente, Yukino Moore
Head of Creative Services: Chris Whalley
Print Producer: David Niblick
Account Team: Mike Welch, Meghan Mullen, Jamie Robinson
Social Director: Jessica Breslin
Social Strategist : Liz Lightbody
Media Director: David Stopforth
Comms Planner: Stuart Augustine
Business Affairs: Michael Moronez, Brit Fry
Project Manager: Ava Rant
Studio Manager: Jill Kearton
Retouching: 150 Proof
Photographer: Kristin Gladney
Social Videos: Joint

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