Duracell: Trust is Power: Toy by Wieden+Kennedy

Client: Duracell
Date: Aug 2017
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A new ad for Duracell batteries from Wieden+Kennedy New York takes a what if scenario to the limit. The spot, ‘Toy,’ is the fifth spot in its ‘Trust is Power’ campaign.

In 'Toy,' we see a father considering putting batteries in his young son’s toy robot as a voice over asks if you need the most trusted battery for the toy. Then the father imagines what could happen if the boy didn’t have the batteries in the toy and needs other ways to occupy his time.

It then jumps to scenarios that have the boy accidentally calling the police as a Swat team breaks in, or the boy putting knives and other utensils in the toaster as it catches on fire and firemen blast the still-pondering father with the hoses. Or, in the end, the dad could just trust Duracell.


Client: Duracell

Project Name: Trust is Power – Toy TV

W+K New York

Executive Creative Director: Karl Lieberman

Creative Director: Jaclyn Crowley

Creative Director: Eric Helin

Copywriter: Brock Kirby

Art Director: Sezay Altinok

Head of Integrated Production: Nick Setounski

Executive Producer: Alison Hill

Associate Producer: Alexey Novikov

Director of Brand Strategy: Dan Hill

Strategy Director: 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

Comms Planner: Stuart Augustine

Business Affairs: Michael Moronez

Project Manager: Ava Rant

Traffic Managers: Sonia Bisono, Andy Hume

Film Production

Production Company: Biscuit

Local Service Company: Story

Director: 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

Editor: Carlos Arias

Producer: Ashley Bartell

Cutting Assistant: Christopher Fetsch


VFX Company: The Mill

Executive Producer: Melanie Wickham

Producer: Jacqueline Sand, Larissa Berringer

VFX Shoot Supervisor: Westley Sarokin

2D Lead Artist: Chris Sonia

2D Artists: Ari Garber, Nicky Picardo, Rachael Moon, Paul Downes, Andrew Pellicer

Coordinator: Zachary Franciose


Telecine Company: CO3

Colorist: Tom Poole


Mix Company: Sound Lounge

Mixer: Peter Holcomb

Music Supervision

Music Supervisor: Butter. Music & Sound.

Executive Producer: Ian Jeffreys

Producer: Kristin Kuraishi

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