Duracell Radio Britney by Grey Johannesburg

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Industry Batteries
Media Radio
Market South Africa
Agency Grey Johannesburg
Chief Creative Officer Fran Luckin
Executive Creative Director Glenn Jeffery
Copywriter Jeff Harvey
Production Fine Tune Studios
Released October 2016


Cannes Lions 2017
Radio Radio & Audio: Miscellaneous Gold Lion Campaign

Credits & Description

Title: Britney
Agency: Grey Africa
Brand: Duracell
Country: South Africa
Entrant Company: Grey Africa, Johannesburg
Advertising Agency: Grey Africa, Johannesburg
Production Company: Fine Tune Studios, Johannesburg
Chief Creative Officer: Fran Luckin (Grey Advertising)
Executive Creative Director: Glenn Jeffery (Grey Advertising)
Copywriter: Jeff Harvey (Grey Advertising)
Production Manager: Astrid Mackenzie (Grey Advertising)
Senior Account Manager: Linda Oompie (Grey Advertising)
Script In English:
(MUSIC: Over-the-top sentimental/nostalgic music)V/O: It was the year Britney sheared her head.When MySpace owned cyberspace, and people still said cyberspace.Before the man in the Whitehouse was neither black, nor orange. And way before “Orange is the New Black”. When a viral challenge was a bout of flu, and flip phones were fashionable.Long before squad, bae, lit and fam were on fleek.When tinder was for pyromaniacs, 3D printing was not a thing, and virtual reality wasn't yet real.It was peak LOLCats.When there was zero interest in Pinterest.Before you could rely on e-cigarettes and selfie sticks to look stupid.And before 140 characters could overthrow a government.It was the year Air BnB first made it okay to live with strangers.It was 2007.Times change. Power doesn’t. Duracell Quantum batteries - guaranteed to last for ten years in storage.
An ironic voice and sad piano take a nostalgic journey back to 2007, highlighting the ten-year duration of Duracell Quantum batteries in storage. This charming and amusing look at past and current trends, events, politicians, celebrities and technology emphasise how much things change in ten years. But the one constant is a Duracell Quantum battery.