Superstar

The Duracell 'Some Toys Never Die' Campaign is Dark and Disturbing

By: Meghan Young - Published: Jul 23, 2013 • References: grey and ibelieveinadv
The stills featured in the Duracell 'Some Toys Never Die' ad campaign look like the beginning of a horror film. As though inspired by 'Chucky,' discarded toys lurk in the background with menace in their eyes. It is not surprising that the children look scared. But that is the risk they take when getting new toys when the old ones are still alive and kicking thanks to a pair of powerful batteries.

The Duracell 'Some Toys Never Die' ad campaign was conceived and executed by Grey, an ad agency based in Singapore. It was art directed by Deng Yingzhi with creative direction by Ali Shabaz. The dark images, which would have been perfect for Halloween, were shot by photographer Vikram Kushwah.