Category: In the Press

Duracell is flipping the script on battery advertising this holiday season with the launch of the “Duracell Scientist,” a character designed to embody the brand’s core attributes: power, intelligence, and the idea of being “Built Different.” In collaboration with VaynerMedia, this campaign aims to educate consumers about Duracell’s unique Power Boost formula while injecting some powerful fun into a low-engagement category.

Why a Scientist?

The “Duracell Scientist” was born from the realization that consumers often overlook the science behind batteries. We needed a spokesperson who could connect with people on this level—someone who’s powerful and relatable. This character not only demonstrates our commitment to quality but also brings a sense of humor to a dry subject.  He’s a ripped man of science and he’s here to make sure you don’t make poor battery choices.

Goals that Matter

This campaign isn’t just about having fun; it’s about making a statement. Our main objectives are:

• Show consumers that not all batteries are created equal.
• Highlight the difference of choosing Duracell with its exclusive Power Boost ingredients.

A Full-Throttle Approach

We rolled out a comprehensive 360-degree campaign, using TV, social media, live events, and audio platforms. The Duracell Scientist will be making appearances at major events like Formula One races and Inter Miami games, making him a familiar face in exciting settings.  Luckily his face is one you’ll want to see.

Future Forward

Looking ahead, we envision the Duracell Scientist as a long-term spokesperson. With plenty of stories to tell—like helping families during storm preparations or educating kids about battery safety—he’ll continue to engage audiences in creative ways.  Wherever someone is about to make a poor battery choice he’ll be there, ready to help, educate and lift anything that might be getting in your way.

Key Takeaways

One major lesson from this campaign? Casting is crucial. Finding the right spokesperson and allowing for improvisation leads to amazing unscripted authentic content that resonates. Plus, it’s vital to break away from the typical advertising mold to truly connect with consumers.  If you don’t find it entertaining chances are the audience won’t either.

Conclusion

In the end, the ‘Duracell Scientist’ does more than just power up the product — he powers up the way consumers think about batteries altogether. By combining education with entertainment, we’ve created a campaign that goes beyond standard advertising. It’s about helping people make smarter choices, showing why Duracell is worth choosing, and making it memorable. The Duracell Scientist isn’t just selling batteries; he’s leading a movement in how we see everyday essentials. This holiday season, he’s here to remind us that even a battery can have a story worth sharing.

Check out what some of our friends at Ad Age think here!

Read more about the full campaign here.

Don’t be scared—we’re just announcing Opendoor‘s latest *Reasons to Move* campaign, *Vampire*. Just in time for Halloween, we put a spooky twist on Opendoor’s “selling made easy” message, with a vampire who’s ready to move when her neighbor starts growing garlic. This playful campaign brings a lighthearted approach to Opendoor’s message that selling a home can be simple—anytime, for any reason.

Selling with Ease—For Any Reason, Any Season

Selling a home can be daunting, but Opendoor’s ‘Reasons to Move’ campaign challenges that notion, showing that no reason to sell is too small. For Halloween, we thought, “What better reason than a vampire deciding to move because of a garlic-wielding neighbor?” This playful approach underscores Opendoor’s mission to make home selling easy and stress-free, no matter the season.

A Home-Selling Concept with Bite

Halloween offered the perfect backdrop to create a fun, memorable message that catches attention. Our vampire character’s “reason to move” shows that even a minor inconvenience can inspire a big decision, and Opendoor makes that decision easier. By tapping into Halloween humor, we positioned Opendoor as the go-to for fast, convenient home sales with a seasonal twist that resonates well beyond Halloween.

Audience and Resonance

Our target audience includes any homeowner who’s ever considered moving but might be put off by the complexities of selling. Using a relatable, humorous scenario with a memorable character, we’ve reminded viewers that Opendoor makes it easy to move whenever the time feels right.. It’s clear this campaign’s mix of humor, timing, and relevance hit home with audiences.

The Power of a Proven Formula

The Vampire concept came from top-performing social content, where we’d already seen success with a similar “neighbor” scenario. We knew this setup was a hit, so we expanded it to TV, OTT, and CTV while staying true to its social origins.

With these results, ‘Vampire’ is showing audiences that selling with Opendoor can be easy, any time of year—even if you’ve got a pesky neighbor or a quirky reason to move.

Want to take your marketing strategy up a notch? Our team knows how to give your brand the boost it needs. Find out how we can take you to the next level here.