I have to say that even though I think this Energizer campaign is pretty funny, I do not believe it is worthy of a Cannes Lions 2008 Press Grand Prix. We are talking GRAND PRIX, people. Not just a gold or silver. I guess the competition must have really sucked...
The ads which were created by DDB South Africa, promote Energizer's Lithium Batteries and target parents. With a tag line of, "Never let their toys die," the ads show you what kids can be up to if you don't make sure their toys are well juiced. The mischief includes painting the poor dog, exposing their privates to each other, spitting from balconies, and taping a sibling to revolving toys...
The ads then advice you to keep these toys going and going with Energizer, "The world's longest lasting battery."
Hmmm... Maybe the campaign is indeed worthy of the Grand Prix. What do you think?
Why This Trend Is Growing
- Controversial Depictions of Children
- The use of controversial depictions of children in advertising can provide a highly emotional response that increases brand awareness.
- Targeted Marketing to Parents
- Marketing products towards parents can create a loyal customer base for a company by appealing to a family-focused demographic.
- Humor in Advertising
- The use of humor in advertising can create a memorable and positive association with a brand for consumers.
Industries Being Reshaped
- Advertising
- Advertising companies can create disruptive campaigns by using controversial depictions of children to increase brand awareness.
- Battery Manufacturing
- Battery manufacturers can target parents in their marketing to create a loyal customer base and increase sales.
- Marketing and Branding
- Companies can incorporate humor into their branding strategy to create a positive association with their brand and increase customer engagement.
