Ogilvy Johannesburg declare that Duracell "lasts longer". Much longer. While everyone might giggle at this one, the other two inside feel like they're part of another campaign. Also, wind up toys? Doesn't quite reach the heights of the Cannes 2008 Grand Prix winning Energizer "never let their toys die" campaign from DDB South Africa does it?

Fran Luckin, Gerrry Human (Creative Director)
Martjie Louw (Art Director)
Taryn Scher (Copywriter)

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.

Comments (5)

  • caffeinegoddess's picture

    Ok, so maybe it's the fact that I might need another cup of coffee but I don't get that first one. The "last longer" line also immediately makes me think of Big Red.

    Come on, sing along! ;)

    Aug 26, 2008
  • Dabitch's picture


    Dudette, that jingle has been firmly lodged in my brain for twenty years, you've now turned the volume up. Thanks. Thanks a lot. Grrr! ;)

    Aug 26, 2008
  • purplesimon's picture

    And with a proposition like that, all they can come up with is an ad that's, well, frankly shabby.

    Aug 26, 2008
  • TDD's picture

    Wow! Does that Big Red TV ad bring back memories! Big Red was my favourite brand of chewing gun. And no, it had nothing to do with the advertising. ;)

    Aug 27, 2008