Ha ha ha, this is a funny branding exercise - the battery that keeps the escalators running and running and running and running and yeah yeah, we get it - Duracell's last forever. Except in my digital camera where they die after using the flash ten times.

Ogilvy & Mather, Malaysia

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about the author

Dabitch Creative Director, CEO, hell-raising sweetheart and editor of Adland. Globetrotting Swede who has lived and worked in New York, London, San Francisco, Amsterdam, Copenhagen and Stockholm.