• by Fern Siegel , July 20, 2023

Cheaper isn't better.

That's the premise behind Duracell's new global campaign, created by Wunderman Thompson.

The new work posits Duracell as a durable option that saves money in the long run, rather than trying less-expensive alternatives.

The campaign illustrates how the batteries outlast competing brands by 200%, demonstrating their power and overall performance, which results in fewer replacements and bigger cost savings for families.

The campaign, “Dad Got Caught,” shows a father buying cheap batteries, thinking his family won’t notice. This his daughter's toy car stops and his wife's electric screwdriver fails, prompting the appearance of the Duracell Bunny.

The bunny declares: “Someone’s made a questionable choice.” Then, the bunny reaches into his back pocket and produces a pack of Duracell Optimum batteries. With a knowing smile, he advises: “Next time, try Duracell.”

The integrated campaign is running across TV, social, out-of-home and radio in Latin America, the UK and Europe until the end of 2023.

Antony Bell, creative director at Wunderman Thompson UK, said: "Our brief was to tell a relatable tale that shows the repercussions of scrimping on batteries. We’ve all been Dad in this story, caught cutting corners when perhaps we shouldn’t, so we used this familiar feeling to relate to families and shot everything on location to capture our insight with an authentic look-and-feel."

The agency has created work for various brands, including HSBC, Microsoft, Costa Coffee and Nestlé.