Saturday, June 21, 2008

Energizer battery ads: Disturbing but effective?

Though I can appreciate the creativity, I'm not sure this is good for their brand. Do moms want to buy batteries from a company who threatens them (indirectly)? The copy in the corner reads: "Never let their toys die. The World's Longest Lasting Battery"

Agency: DDB, South Africa
Creative Director: Gareth Lessing
Art Director: Julie Maunder
Copywriter: Kenneth van Reenen
Photographer: Clive Stewart

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Lisa Hoffmann said...

I don't find these ads objectionable at all. In fact, as a mother of three, I appreciate the humor. I don't see them as threating. Maybe precautionary, but in a funny way.

The thing they cleverly tapped into here is that, although the PC thing to say is "I don't let my kids play too many video games. They spend hours reading the classics and mastering origami while they munch organic carrots and listen to opera," the truth is that parenting is exhausting work and we all lean on toys, electronics and other gadgets from time to time to maintain our sanity. Keeps 'em busy and out of trouble while we take a break.

So maybe it's a perspective thing, but all I see here is a knowing "wink and nod" approach. Energizer gets parents and they targeted the market perfectly.

Anonymous said...

Today, I went to the beachfront with my children.

I found a sea shell and gave it to my 4 year old daughter and said "You can hear the ocean if you put this to your ear." She put the shell to her ear and screamed.
There was a hermit crab inside and it pinched her ear.

She never wants to go back! LoL I know this is
completely off topic but I had to tell someone!

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