The goal is to make clear that, when Duracell batteries are not used, the fun ends quickly.

We decided to communicate the end benefit in a new way, publishing an ad into the newspaper classifieds section, promoting a couple of batteries like a second-hand item which have been used for only 8 years and just by one owner.

Throughout this "larger than life ad", we communicated that the most long-life battery is Duracell.