Duracell Shows How Very Bad Things Can Happen -- When a Toy Battery Fails

Another Funny Ad in the Brand's 'Trust Is Power' Campaign

By Alexandra Jardine. Published on Aug 07, 2017

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Duracell continues its Trust is Power campaign with another humorous spot warning of the massive dangers of a seemingly small decision: not using a trusted battery.

This time, a father imagines what could happen if he didn't use Duracell for his kid's favorite toy robot's battery. Left to his own devices, the kid calls the police and sticks cutlery in the toaster, leading to both a SWAT team and the fire department descending on the house.

Wieden & Kennedy New York was behind the spot, directed by Biscuit's Andreas Nilsson, who also helmed a previous camping-themed ad in the campaign. Both spots are somewhat reminiscent of DirecTV's long-running effort that showed how seemingly mundane events had catastrophic consequences.

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Aug 07, 2017
Wieden & Kennedy New York
Executive Creative Director:
Karl Lieberman
Creative Director:
Jaclyn Crowley
Creative Director:
Eric Helin
Brock Kirby
Art Director:
Sezay Altinok
Head of Integrated Production:
Nick Setounski
Executive Producer:
Alison Hill
Associate Producer:
Alexey Novikov
Director, Brand Strategy:
Dan Hill
Director, Strategy:
Sean Staley
Brand Strategist:
Cristina Pansolini
Social Strategist:
Liz Lightbody
Account Director:
Mike Welch
Management Supervisor:
Meghan Mullen
Account Supervisor:
Mike Mueller
Account Executive:
Jamie Robinson
Communications Planner:
Stuart Augustine
Business Affairs:
Michael Moronez
Project Manager:
Ava Rant
Traffic Manager:
Sonia Bisono
Traffic Manager:
Andy Hume
Production Company:
Local Service Company:
Andreas Nilsson
Managing Director:
Shawn Lacy
Executive Producer:
Holly Vega
Head of Production:
Rachel Glaub
Head of Production:
Mercedes Allen
Line Producer:
Jay Veal
Production Supervisor:
Jennifer Berry
Editorial Company:
Rock Paper Scissors
Carlos Arias
Ashley Bartell
Cutting Assistant:
Christopher Fetsch
Visual Effects Company:
The Mill
Executive Producer:
Melanie Wickham
Jacqueline Sand
Larissa Berringer
Visual Effects Supervisor:
Westley Sarokin
2D Lead Artist:
Chris Sonia
2D Artist:
Ari Garber
2D Artist:
Nicky Picardo
2D Artist:
Rachael Moon
2D Artist:
Paul Downes
2D Artist:
Andrew Pellicer
Zachary Franciose
Telecine Company:
Tom Poole
Mix Company:
Sound Lounge
Peter Holcomb
Music Supervisor:
Butter Music & Sound
Executive Producer:
Ian Jeffreys
Kristin Kuraishi

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