Duracell’s ‘Positive and Negative’ campaign was designed to sell batteries with extremely long lifespans. However, most adverts for batteries focus on this quality and we felt the message had been over-played. We wanted to convey a human story, one that was completely relatable, in a way that’s compelling and fresh. The Duracell battery itself provided our inspiration. Its polarity became the framework for the telling of our stories, making it a simple but extremely powerful visual device. The ad mirrored the Duracell battery’s iconic design so there was no need for a logo. We used people’s real life experience with batteries, referencing the gadgets that meant the most to them in family and personal environments.
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