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

Marathoning the newest video game? You might favor extra life over extra power, though Duracell promises both. Duracell

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.

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.”


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

Emily Bright is a Broadcast and Digital Journalism major at the Newhouse School at Syracuse University with a minor in French. She is very excited to intern at Adweek to gain experience and kick-start her career.