Burkitt DDB creates Energizer bus-side push

Burkitt DDB has created a Christmas campaign for Energizer batteries, which will run on London's buses.

The campaign, which is called "You'd be mad to forget them", is designed to remind shoppers to stock up on batteries to avoid disappointment when they give gifts that are battery operated.

It will run on almost 20 per cent of London's buses, with weighting towards routes in shopping areas. It will break on 8 December.

The campaign is made up of six executions. One reads "Dad's nuts roasting on an open fire" along with a picture of a battery and the "You'd be mad to forget them" slogan. A second reads "Little Frank's incensed", while a third asks: "Stuffed on Christmas Day?"

The campaign was written and art directed by Steve Chetham, the agency's head of art. Media planning was handled in-house and bought through Posterscope.

David Cautley, Energizer's marketing director, said: "We continually find consumers forget batteries at this time of year with disastrous consequences.

This campaign focuses on that awful moment, which we have all had, when the children receive a present that requires an unforeseen battery. The campaign will prompt consumers to buy Energizer batteries, in a very amusing way, and so avoid disappointment."

The campaign succeeds the agency's "Are you power mad?" work. This used taxi and truck sides, as well as tactical press and sites on London Underground.


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