Duracell, the world’s leading battery brand, has a loveable brand mascot: the pink Duracell Bunny who just keeps going. In fact, from mums to journalists, his example even inspires people to say things like: “My son just keeps playing – he’s like the Duracell bunny – he never stops”.
This expression makes perfect sense. Duracell has been making the longest lasting batteries for over 50 years. People believe this, and accept it. Duracell Bunny has always been there to demonstrate Duracell’s longevity, he just keeps going and going, showing what it means to have unstoppable energy.
When it comes to advertising, most people are not interested in side-by-side comparisons of 2 competing products any more. Yes, people want to buy brands that deliver best-in-class performance, but they also want brands which inspire them, brands they can love.
Duracell, with its pink Bunny, has the makings of a true loveable brand. His playful & unstoppable energy enables everyone who uses Duracell batteries to get more out of life, just as Duracell batteries enable them to get more out of their devices.
Duracell would like your help to explore TV scripts that do just this. The best ideas will help their agency develop a new generation of Duracell advertising. Can you help?
Write a script that has the potential to be developed into a 30 sec. TVC on 1 of the following creative routes:
(pick only one)
- Thanks to the unstoppable energy of the Duracell pink bunny, our dreams go further. This route focusses on Bunny’s role of enabling spectacular dreams. The pay-off could be as simple as: Duracell – Making dreams go further.
- Thanks to the unstoppable energy of the Duracell pink bunny, the things we love last longer. This route focusses on Bunny’s role of enabling passions, hobbies, joy. The pay-off could be as simple as Duracell – Never-ending happiness. Or Non-stop joy.
- #1 Prize €5,000
- #2 Prize €2,500
- #3 Prize €500