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Battery Fans Argue over Extra Life or Extra Power in Wacky Duracell Campaign

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Wieden+Kennedy New York and MJZ's Tom Kuntz helm the comedic spots for the new Optimum batteries

Battery Fans Argue over Extra Life or Extra Power in Wacky Duracell Campaign

For the July launch of Duracell’s new Optimum battery, the brand is debuting a marketing effort that reminds us of those pivotal moments when you may want more from your battery — like 20 minutes before your next dentist appointment when you can benefit from a little extra power in your toothbrush, or for a long weekend of video games when you may want that extra life in your controller.

In case you’re not up to date on your battery news, this is big for Duracell. The new Optimum delivers both of these benefits in one battery - extra life in some devices or extra power in others, versus the brand’s traditional Coppertop batteries. And to make that messy junk drawer slightly less embarrassing when your mom rifles through it, Optimum batteries come in a new slider pack complete with a resealable storage tray.

The first campaign to launch in North America under new Global CMO Tatiana-Vivienne Jouanneau, 'Two Characters' kicks off with some 30-second spots via Wieden+Kennedy New York and renowned commercial director, Tom Kuntz of MJZ. The work demonstrates the dual benefit of extra life/extra power because after all, both is better than not both. And these are the world’s biggest, weirdest demos of this new battery.

“I consider creativity the hardest currency in the advertising industry and I’m delighted to have W+K as my NA creative partners,” said Tatiana-Vivienne Jouanneau. “I view the new Duracell campaign as one example why W+K is consistently awarded at industry shows like Cannes.”

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Advertiser: Duracell North America

Chief Marketing Officer: Tatiana-Vivienne Jouanneau (Global)

Associate Director: Stephen Pilcher (Global Brand Design)

Brand Manager: Neena Kamra (Brand Design Manager, North America)

Group Manager: Jaideep Pamani (Brand Design & Global New Horizons), Alfonso Arteaga (Sr. Global Brand Group Manager - Duracell North America)

Post Production / VFX

Colourist: Tom Poole

Producer: Alexandra Lubrano, Luis Martin

Post Production Company: The Mill

Flame Artists: Joseph Yoon, Andrew Emmerson, Heather Kennedy-Eck, Antoine Douadi, Drew Maloney

Color Company: Company 3

Lead Flame Artist: Jade Kim, Caio Sorrentino


Sound Company: Sonic Union, Trinitite

Producer: Pat Sullivan

Audio Mix: Steve Rosen

Sound Design: Brian Emrich

Creative Agency

Creative Agency: Wieden+Kennedy New York

Executive Creative Director: Karl Lieberman

Creative Director: Laddie Peterson

Copywriter: Howard Finkelstein

Art Director: Grant Mason

Producer: Kristen Johnson

Strategist: Rachel Yoes

Director of Integrated Production: Nick Setounski

Account Team: Price Manford, Meghan Mullen, Sara Sharpe, Paulina Marxuach

Director of Strategy: Dan Hill

Head of Media: Karlo Cordova (Media Planning)

Communications Planner: Mark Malloy (Supervisor)

Director of Social Strategy: John Petty

Social Strategist: Elizabeth Stefan

Director of Business Affairs: Patrick O’Donoghue

Business Affairs Manager: Michael Moronez

Traffic : Sonia Bisono (Director), Tina Wyatt (Coordinator)

Project Management: Alex Doomany

Talent Payment Coordinator: Andrea Sierra

Production Company

Production Company: MJZ

Director: Tom Kuntz

Producer: Emily Skinner

Cinematographer: Matthew Libatique

Production Design: Brock Houghton

President: David Zander

Senior Executive Producer: Eriks Krumins


Edit Company: Whitehouse Editorial

Editor: Russell Icke

Edit Assistant: Devon Bradbury

Post Producer: Melanie Klein

Genres: Dialogue, People, Comedy

Categories: Home, Batteries

MJZ, Tue, 09 Jul 2019 11:49:20 GMT