ENERGIZER BEGINS LITHIUM CAMPAIGN
By Adnews Staff
Battery maker Energizer has begun a new campaign for the Lithium line of batteries. The campaign, created by DDB Canada, uses television, indoor transit and online advertising to illustrate the power of the battery in high-drain devices. The 30-second TV commercial begins in an apartment where a man looks for his MP3 player. He sees the door is open and runs into the street. He sees his headphones running down the sidewalk, dragging the player behind them. He chases the headphones into an alley, where he opens the player to display a set of Lithium batteries. A voiceover says, "New Energizer Lithium. The world's longest lasting AA battery in high-tech devices." Back in his apartment, the man notices his digital camera preparing to escape. The ad uses the tagline, "Energizer Lithium. Designed for digital." The online ads were created by Tribal DDB Canada. They display a set of earbuds moving rapidly from side to side along with the copy, "Energizer Lithium. Way more energy." The transit ads are running in Toronto, Montreal and Vancouver. The creative depicts the battery compartments of various devices as dangerous places. In one ad, the compartment of a digital camera has a rotating blade at one end. The copy reads, "Digital cameras devour ordinary batteries. New Energizer Lithium lasts up to seven times longer in digital cameras." The national campaign, in English and French, broke on Nov. 1.