MEDIA CHOICE: Ian Darby, Campaign's media editor, picks Energizer's "power mad" press campaign

"This campaign for Energizer batteries avoids the usual cliches of the sector by using spoof recruitment ads in national newspapers and Private Eye. The media strategy perfectly matches the creative idea by placing the ads in environments where the ad might appear to be genuine.

"However, a closer read of the copy reveals that the job on offer is chief executive of Global Corp, a job for someone 'not afraid to put his cojones on the line'. The execution comes complete with a phone number that links to an hilarious answerphone message from the head of Global Inc. This is a subtle way of expressing the central brand idea of 'are you power mad?'"

Client: Energizer UK

Medium: Press ads

Media planning and buying: Louise Kemm at Initiative Media

Creative: Burkitt DDB

Brief: Build profile and personality for the Energizer brand