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Positive and Negative Stories

Award: Wood Pencil

Wood Pencil / Writing for Advertising / Writing for Press & Poster Advertising / 2015

Our experiences with toys and gadgets usually begin with the best of intentions. Sometimes, though, there can be too much of a good thing. These long copy ads exploit the dualities of these experiences to tell human stories that are brutally honest and extremely relatable. In each, the longevity of the batteries is partly to blame. One story sees a father gift his son a musical toy. What is initially revered for making his son so happy soon becomes a wicked device of unending aural agony for the father. The polarity of the battery is used as the visual framework to tell each story. The ads mirror Duracell's iconic and ubiquitous design, meaning there was no need for a logo.

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