Duracell knows how to target ads.

As Dabitch says, advertising is information in the right context. And if that's the case, Duracell should get an ad of the week award.

The worst storm in all of creation is about to hit the Northeast. Cataclysmic. A mixture of rain and maybe snow, and high winds, and probably raining frogs and locusts, too. Hurricane Sandy, as she's called, as been dubbed Frankenstorm. Just for halloween.

Knowing the media would do its usual overhype, Duracell did something brilliant: they targeted their ads. Just this morning we spotted this ad on an article about the store on weather.com.

It's not sexy. it's not clever. But its straightforwardness sure as hell is relevant.

Contrast that with the screen dump below of CBSnews.com featuring an ad for Staples and Time Warner Cable. Or this New York Times article featuring Is Your Mac Running Slow, and something targeted for California at the header.

Wasted opportunities, both.

Score one for Duracell.

about the author

kidsleepy CD copywriter with 18 years experience who has worked in many cities including New York, Atlanta, Montreal and currently Los Angeles. I snark because I care.

Comments (4)

  • AntDude's picture
    AntDude (not verified)

    What are ads.? :)

    Oct 26, 2012
  • From the UK's picture
    From the UK (not verified)

    Not 100% sure I understand this. Does the ad take the user through to an ecommerce site?

    If so, how will the batteries actually reach the consumer, assuming that they are surrounded by 'Franken-storm Sandy' and postage being 'a bit of an issue'

    Oct 31, 2012
  • kidsleepy's picture

    Clicking on it would indeed lead you to buy batteries. But I was thinking more about it being akin to watching a commercial or print ad in a relevant context. I kinda meant it like that.

    Oct 31, 2012
  • Shika's picture

    This is very clever placement. It's a reminder in context.

    Jan 21, 2013