Duracell Positive & Negative

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.