The Duracell Positive and Negative campaign had to sell alkaline batteries. And the best part about alkaline batteries is that theylast much longer. But everybody already knew this message because that’s all batteries ever talk about. So when the battery is taken for granted like that, there was great potential for telling a human story, one that was completely honest and very very relatable. A battery powers things that bring great joy, but inevitably you run into that great tragic truth called: too much of a good thing. While we had a story to tell, we still needed a compelling, fresh way to tell it. And the battery itself provided the answer. The polarity of the battery became the framework to tell the stories and a simple, but extremely powerful visual device. The ad mirrored the design of the battery is so iconic and ubiquitous; there was no need at all for a logo. We picked incidents and insights from real life and being victims of the subjects we portrayed, we knew people would relate to them.
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