In this kickoff to Duracell Optimum batteries’ “Two Characters” campaign, we meet a man with a metal detector looking to find hidden treasure on a beach, and another guy with a power screwdriver trying to fortify a cabin door against a hard charging bear. The former wants extra life in his batteries for optimal beachcombing while the latter needs power in a hurry to ward off a grizzly fate.
Thankfully Duracell Optimum delivers both extra life and power, whatever the situation requires.
Tom Kuntz of MJZ directed this humorous package of spots, including “Beach x Bear,” for Wieden+Kennedy New York.
Credits
Client Duracell North America/Duracell Optimum Agency W+K New York Karl Lieberman, executive creative director; Laddie Peterson, creative director; Howard Finkelstein, copywriter; Grant Mason, art director; Nick Setounski, director of integrated production; Kristen Johnson, producer; Dan Hill, director of strategy; Rachel Yoes, strategist; John Petty, director of social strategy; Elizabeth Stefan, social strategist. Production MJZ Tom Kuntz, director; Matthew Libatique, DP; Brock Houghton, production designer; Emily Skinner, producer; David Zander, president; Ericks Krumins, sr. exec producer. Editorial Whitehouse Editorial Russell Icke, editor; Melanie Klein, post producer; Devon Bradbury, editorial assistant. Color Company 3 Tom Poole, colorist; Alexandra Lubrano, producer. VFX The Mill Jade Kim, Caio Sorrentino, VFX lead Flame; Joseph Yoon, Andrew Emmerson, Heather Kennedy-Eck, Antoine Douadi, Drew Maloney, VFX Flame artists; Luis Martin, producer. Audio Post Sonic Union Steve Rosen, mixer; Pat Sullivan, producer. Sound Design Trinitite Brian Emrich, sound designer.
For the global EX30 Cross Country launch, Volvo and creative agency Forsman & Bodenfors wants to de-dramatize the outdoor experience--and remind people that small trips into nature can be grand experiences.
Cross Country is Volvo’s concept of turning their regular cars into more outdoor-capable versions, with higher ground clearance, all-wheel drive and other features making it more capable and off-road ready. And now, the compact, fully electric EX30 becomes available as a Cross Country version. It’s a small car designed for big experiences, made to elevate both urban living and outdoor adventure, and to bring people closer to nature.
“With Volvo being such a human-centric brand, it felt natural to focus on the human side of nature. The child’s perspective became the perfect metaphor for this, to spend time in nature on nature’s terms,” said Karl Risenfors, creative at Forsman & Bodenfors.
In a category that often portrays epic journeys deep into the wilderness, the campaign serves as a reminder that even everyday adventures can be memorable experiences. Thus this launch spot--directed by Marcus Ibanez via production company New-Land--shows nature through the point of view of a child. A child’s imagination and perspective generates a visual metaphor for the magic that nature can bring, no matter the scale of the adventure.
