Energizer Never Let Their Toys Die

Energizer Lithium Batteries were promoted to parents of young children in South Africa in a Christmas-related print advertising campaign period. Parents are presented with the worrying scenarios that could develop should the Christmas toys stop working. “Never let their toys die. The world’s longest lasting battery. Energizer.”

Girls spitting in Energizer Lithium batteries print ad

Dog and paint brush in Energizer Lithium batteries print ad

Duct tape applied in Energizer Lithium batteries print ad

Inspection in Energizer Lithium batteries print ad


The Energizer campaign was developed at DDB South Africa by creative director Gareth Lessing, art director Julie Maunder, copywriter Kenneth van Reenen and photographer Clive Stewart.

The campaign earned DDB Johannesburg the Grand Prix for Press at Cannes International Advertising Festival in June 2008.

Filed under: Energizer, Print

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  • Jen

    Now it’s quite obvious that these photographs would not be very welcome in an American campaign. Americans are so uptight they would freak out about the pictures and go on and on about how “inappropriate” they are. The reality of it is that those are things kids do when we adults are not looking. If only those adults who think the pictures are so inappropriate would think back to when they were small and the silly things they did.