W+K New York is launching a new round of work for Duracell, kicking off with 30-second spot “Hallway” which is part of the continuing “Trust is Power” campaign.
The spot sheds a light on what happens when you can’t trust the battery power inside your new smart door lock–specifically, the Smart Lock fails without Duracell AAs and an apartment hallway becomes increasingly uncomfortable. Will the neighbors help? Will the super have a spare key? Will a small dog ever stop barking?
Directed by Arts & Sciences’ Matt Aselton, “Hallway” debuted this week on all major networks.
Credits
Client Duracell Agency W+K New York Karl Lieberman, executive creative director; Eric Helin, Stuart Jennings, creative directors; Howard Finkelstein, copywriter; Grant mason, art director; Nick Setounski, head of integrated production; Alison Hill, executive producer; Alexey Novikov, producer; Dan Hill, director of brand strategy; Rachel Yoes, brand strategist. Production Arts & Sciences Matt Aselton, director; Mal Ward, managing director; Marc Marrie, exec producer; Christa Skotland, head of production; Zoe Odlum, producer. Local Production Services Suneeva Ian Webb, producer. Editorial Arcade Edit Dave Anderson, editor; Samuel Barden, cutting assistant; Sila Soyer, exec producer; Fanny Cruz, producer. VFX Framestore Sarah Hiddlestone, exec producer; Lily Tilton, producer; Matt Pascuzzi, VFX shoot supervisor; Liz Yang, 2D lead artist; Jose Arauz, Zavier Mojica, 2D artists; Aaron Batista, coordinator. Telecine Company 3 Tom Poole, colorist; Alexandra Lubrano, producer. Audio Post Sonic Union Steve Rosen, mixer; Pat Sullivan, producer.
Carmaker Dacia, owned by Renault, is taking part in the legendary Dakar Rally, a grueling long distance race where drivers take on the Saudi Arabian desert.
To mark Dacia’s first-ever participation in the Dakar Rally, Publicis Conseil created this film which presents a world of sand that is as spectacular as it is challenging for drivers and their vehicles. Rune Milton directed this visceral, hyper-realistic piece via production house Wanda.
As a bonus, the drivers of the official Dacia team, The Dacia Sandriders, make an appearance: Nasser Al-Attiyah, Sébastien Loeb and Cristina Gutièrrez. The work has been released in Europe on television and digital.
