Duracell Lasts Longer Much Longer

Duracell’s at it again, with a print advertisement from South Africa designed to get us thinking. If Duracell lasts longer, much longer, what does it last longer than? And what might you use Duracell batteries for in this case? A woman farewells her partner, heading off to serve in the Marines. What might she need batteries for now?

Farewell Soldier Duracell print advertisement


This Duracell ad was developed at Ogilvy South Africa, Johannesburg by creative directors Fran Luckin and Gerry Human, art director Martjie Louw and copywriter Taryn Scher.