The Drum Awards for Marketing - Extended Deadline

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By Ishbel Macleod, PR and social media consultant

November 14, 2013 | 2 min read

Duracell has unveiled a new campaign, featuring the Duracell bunny competing and winning against 12 drumming gorillas.

The ad was created by Grey London, the first campaign by the agency after winning the account last year after a three decade relationship with O&M.

Drumming Duel is supported by two press ads and in-store material created by Dialogue.

Gary McNulty and Paul Moran, creative directors at Grey London, said: “The Duracell bunny has always stood for one thing – superior longevity. But over the years his appearance has changed. We've grown up with bunny, in all his various guises, and being given the opportunity to influence how he looks and behaves for the years to come was a big moment.”

A second ad, Blades of Glory, is set to go live across 18 markets in Europe. It features Bunny and his friend racing helicopters through a panoramic landscape until the little boy’s toy fails. Bunny saves the day by putting the Duracell battery, still charged with power, into a handheld fan.

Javier Hernandez, AMD Duracell WE Delivery and Global Rechargeables, added: “Duracell is one of the most admired and recognisable brands in the UK and across the globe, thanks to our very successful marketing campaigns, featuring Bunny as the hero of superior longevity. It is a privilege to help draft a new chapter in the history of this beloved brand - refreshing our films and the Bunny character with cinematic levels of animation. As a result we are evolving the brand while maintaining the iconic elements that make Duracell so special. So while the brand is close to 50 years, there is no sign of Duracell and its Bunny wearing down.”

Both ads were created by animation company Mikros Image.

Duracell

Content created with:

Grey London

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