PALMER JARVIS DDB POWERS UP ENERGIZER CAMPAIGN
By Adnews Staff
The Toronto office of Palmer Jarvis DDB has created a multi-media advertising campaign for battery-maker Energizer Canada in support of the company's flagship Energizer Max batteries. It consists of out-of-home, television and Internet advertising. The tagline is "Do you have the Bunny inside?" The campaign is the first in Canada to use escalator wraps. Escalators in major shopping malls in Vancouver, Toronto and Montreal have been wrapped in a way that suggests they are powered by Energizer batteries. Also, a cylindrical building in downtown Toronto has been wrapped to resemble a four-story-high Energizer Max battery. A colour video board on the building displays two 15-second television spots. Like the television ad, these spots show a moving computer-animated battery with the shape of the Energizer Bunny bulging within it. The copy reads "Energizer Max, with the power inside to keep you going. And then some. Do you have the Bunny inside?" The TV ad will run on specialty and network channels in both English and French. The campaign also includes billboards, mall posters and banners, a mural, and the Elevator News Network. It will run until January. "The new campaign for Energizer Max batteries illustrates the unstoppable power of the Energizer Bunny," said Energizer Canada's director of marketing Henry Neil. "As one of the most recognized icons in the history of advertising, the Bunny stands for everything you would want inside your battery, dependable long-lasting performance." The wraps were brokered by Media Alternatives of Toronto. The video board is from Tribar Industries.