Energizer: Say the same, differently.

Sometimes it's difficult not to state the obvious with a product. It has one purpose or one USP, and those no point avoiding it. With batteries it's all about lasting longer. As it is with most things. I think it's fair to say that we all got bored of the bloody Duracell bunny. Seriously bored.

The main difference between this Energizer campaign with that of Duracell's is that it's focusing on the benefit not the function. What does a battery lasting longer mean to people? More time with toys. Less time for kids to get distracted. Less time for kids to muck about. Another one of those "why didn't I think of that?" ideas. Great execution too.

And my personal favourite (imagine the horror on Mum's faces):