Though it’s beautifully executed, this print campaign for Duracell demonstrates that it’s possible for an advertising idea to be very strong, but also very wrong.
The idea is clear: Duracell offers you deep reserves of energy to keep powering your devices. But when I look at these ads, I’m not thinking about all the extra pictures I can take, or how much longer the music will keep playing. I’m thinking about dirty, non-renewable fossil fuels, and about all the environmental catastrophes they’ve caused. And now, I’m also wondering how one safely disposes of old batteries…
When account people raise these sorts of concerns, the standard creative response is to roll our eyes and say, “You’re being too literal.” Sometimes, our colleagues are being too literal. But sometimes, the literal interpretation is so powerful and so top of mind that it will completely hijack your otherwise great idea.
Agency: Grey, Singapore