Duracell - The Teddy bear
We talk a lot about how digital is changing the way we advertise to people and it certainly is. Consumers are somehow more available than ever before but are also harder to reach. Advertisers can get right into their pockets through their mobile phones and yet the chief narrative form of advertising - TV - is battling. We look at things like DVRs and online streaming (legal or otherwise) and it gets really difficult to reach people. This puts the onus on us as creatives to make something people actually want to seek out and watch. Rather than being an interruption in the middle of the latest Game of Thrones episode, or something to skip through on a recording - we now need to use all our creative powers to make people come to us. And while this may be a little daunting, it is in effect really liberating - we now have the opportunity to make ads of real value. Not that we didn't before... but the pressure is on!
This spot for Duracell takes all of the story telling powers of film and puts it into a neat package for the digital era. This spot, made for the 4th of July in the USA was viewed 2.5 million times in just 3 days. That is the power of digital. And most importantly - that is the power of good story telling.
Have a watch below and see if you can get to the end without a tear in your eye. We dare you!