To Launch Its New Battery, Duracell Shows the Oddly Specific Times It Might Come in Handy

In the 1980s, Miller Lite (by way of agency McCann-Erickson) prodded Americans into debating whether its beer was good because it "tastes great" or because it's "less filling." Now Duracell has created its own self-promotional split, asking whether you want a battery with "extra life" or "extra power." Spoiler alert: The brand's new Optimum battery promises to check both boxes, noting that "both is better than not both." In Duracell's first campaign since the brand's marketing was restructured earlier this year—with Wieden + Kennedy New York retaining North American creative and Wunderman Thompson picking up creative responsibilities in other global markets—W+K highlights a few reasons why someone might want to pick up the Optimum battery. [kickout id="3"] [kickout id="2"] Though made by Wieden + Kennedy New York, the 30-second spots feel strongly reminiscent of the Old Spice work that's been coming out of the agency's Portland headquarters for a decade. That might be due in part to the fact the new work was directed by MJZ's Tom Kuntz, who also directed the iconic 2010 Old Spice spot, "The Man Your Man Could Smell Like." The new Duracell campaign began running online today and will appear on TV networks and cable from July 22 through the end of October. “I consider creativity the hardest currency in the advertising industry and I’m delighted to have W+K as my North American creative partners,” says Duracell global CMO Tatiana-Vivienne Jouanneau in a statement about the campaign. “I view the new Duracell campaign as one example why W+K is consistently awarded at industry shows like Cannes.” CREDITS: Agency: Wieden + Kennedy New York Executive Creative Director: Karl Lieberman Creative Directors: Laddie Peterson Copywriter: Howard Finkelstein Art Director: Grant Mason Director of Integrated Production: Nick Setounski Producer: Kristen Johnson Account Team: Price Manford, Meghan Mullen, Sara Sharpe, Paulina Marxuach Director of Strategy: Dan Hill Strategist: Rachel Yoes Head of Media Planning: Karlo Cordova Communications Planner Supervisor: Mark Malloy Director of Social Strategy: John Petty Social Strategist: Elizabeth Stefan Director of Business Affairs: Patrick O’Donoghue Business Affairs Manager: Michael Moronez Talent Payment Coordinator: Andrea Sierra Director of Traffic: Sonia Bisono Traffic Coordinator: Tina Wyatt Project Management: Alex Doomany Production Company: MJZ Director: Tom Kuntz Cinematographer: Matthew Libatique Production Designer: Brock Houghton Producer: Emily Skinner President: David Zander Senior Executive Producer: Eriks Krumins Client: Duracell North America Global Chief Marketing Officer: Tatiana-Vivienne Jouanneau Associate Director: Global Brand Design: Stephen Pilcher Group Manager - Brand Design and Global New Horizons: Jaideep Pamani Sr. Global Brand Group Manager - Duracell North America: Alfonso Arteaga Brand Design Manager, North America: Neena Kamra Editorial Company: Whitehouse Editorial Editor: Russell Icke Post Producer: Melanie Klein Editorial Assistant: Devon Bradbury Color: Company 3 Colorist: Tom Poole Producer: Alexandra Lubrano VFX Company: The Mill VFX Lead Flame: Jade Kim, Caio Sorrentino VFX Flame Artists: Joseph Yoon, Andrew Emmerson, Heather Kennedy-Eck, Antoine Douadi and Drew Maloney Producer: Luis Martin Sound Studio: Sonic Union Sound mixer: Steve Rosen Producer: Pat Sullivan Sound Design Company: Trinitite Sound Designer: Brian Emrich

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To Launch Its New Battery, Duracell Shows the Oddly Specific Times It Might Come in Handy

W+K New York gets weird to highlight the Optimum's extra life and extra power

Emily Bright

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Emily Bright