What Could Be Scarier Than Your Kid's Favorite Toy Not Working? Duracell Knows

A Spooky Spin on the 'Trust Is Power' Tagline

By Alexandra Jardine. Published on Oct 27, 2017

Editor's Pick

Duracell puts a Halloween spin on its ongoing Trust Is Power campaign, through Wieden & Kennedy New York, in a spot out this week.

A previous spot from the brand already showed what could happen when a parent didn't use a trusted battery in his kid's toy robot: the kid wrecked the house, calls the police and sticks cutlery in the toaster. This time, the kid in question is an innocent little guy, adorably cast, who just wants to play with his toy cat piano. Only, there's a definite suggestion that he might turn into Damien from "The Omen" if it doesn't work.

Movie-goers will see the spot in cinemas ahead of scary movies including "It,' "Happy Death Day" and "Jigsaw," and it will also be promoted via Duracell's social channels.

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Oct 27, 2017
Wieden & Kennedy New York
Executive Creative Director:
Karl Lieberman
Creative Director:
Jaclyn Crowley
Creative Director:
Eric Helin
Creative Director:
Gary Van Dzura
Luke Sacherman
Katie D'Agostine
Art Director:
Kate Placentra
Art Director:
Grace Martin
Head of Integrated Production:
Nick Setounski
Executive Producer:
Alison Hill
Director, Brand Strategy:
Dan Hill
Director, Strategy:
Sean Staley
Brand Strategist:
Cristina Pansolini
Account Team:
Mike Welch
Account Team:
Meghan Mullen
Account Team:
Jamie Robinson
Social Strategist:
Liz Lightbody
Comms Planner:
Stuart Augustine
Business Affairs:
Michael Moronez
Business Affairs:
Brit Fryer
Project Manager:
Ava Rant
Traffic Manager:
Sonia Bisono
Traffic Manager:
Andy Hume
Production Company:
Steve Ayson
David Zander
Executive Producer:
Emma Wilcockson
Line Producer:
Laurie Boccaccio
Director, Photography:
Evan Prosofsky
Editorial Company:
Mack Cut
Kenneth Munoz
Nick Divers
Gavin Cutler
Executive Producer:
Gina Pagano
Cutting Assistant:
Pamela Petruski
Telecine Company:
Tom Poole
Mix Company:
Mackenzie Cutler
Sam Shaffer

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