Agency Network: 
April 2010

Print advertisment created by DDB, Chile for Energizer, within the category: Electronics, Technology.

It only exists if you can see it

Advertising Agency: DDB, Santiago de Chile, Chile
Creative Directors: Matias Lecaros, Simon Subercaseaux
Art Director: Tomás Garin
Copywriters: Felipe Araya, Felipe Hernandez
Illustrator: Gonzalo Arevallo
Photographer: Paolo Remedy
Additional credits: Cristian Seisdedos, Sergio Duarte

Comments (25)

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elnietodeNicho's picture
Activity Score 361

I really like the idea, but I'm not sure abot the copy. Maybe it's lost in translation.

Chingón, Chile!!

Ceballos's picture
Activity Score 621

Done better
Poor art..

Wordnerd's picture
Activity Score 6692

strange and wrong line. seems to be a typical case of idea and visual first and then telling a copywriter to write something to finish it. (or, yes, bad translation)

xcreativity's picture
Activity Score 2374

great concept bad copy

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shitmonk's picture
Activity Score 465

a reference to the mothership in starwars? or the force?
i dont get it

atb2005's picture
Activity Score 13557

It's not the copy that's bad; it's the visuals. Looking for your boots in the dark? Odd. This campaign has a huge potential to be humorous, depending on the choice of objects. Interesting fresh concept nevertheless.

shitmonk's picture
Activity Score 465

looking for your boots on the moon?
im still not getting this
is there anything to get?

atb2005's picture
Activity Score 13557

It's about looking for things in the dark (boots, hose, toolbox, etc). Tagline is quirky. I just think they could have come up with better objects to look for. Hose in a garden?

shitmonk's picture
Activity Score 465

would work if they had invented "the flashlight"
or might have made sense if this peticular flashlight had two mods or functions like a cars headlights (long-short)
otherways this doesnt work for me.

R U serious's picture
R U serious
Activity Score 418

The concept is great.

Say my name, say my name...

Serafín's picture
Activity Score 16

very good campaign with a fresh idea
Good Job.

luispiter's picture
Activity Score 2756

good idea, but the shoes dont relevant

Lefiesh's picture
Activity Score 2

Lol, checkhill, I had exactly the same impression when I saw the thumbnails of the images. A star destroyer in StarWars. What the... :)

shitmonk's picture
Activity Score 465

darkness makes the space and im thinking "was it something like this, some image, the initial and accidental image leading to the design of that ship?"

perromalo's picture
Activity Score 429

beautiful insight. Brilliant

thedesignaddict's picture
Activity Score 5403

Is this idea unique to Duracell? Couldn't you slap any battery logo on this ad? Duracell's a category leader - surely you could have found a unique proposition?

Overall, adequate but not at all great.

alejulimaty's picture
Activity Score 842

copy is not necesary

IRONWORKS's picture
Activity Score 222

Great Idea! simple and nice, well done guys!

sxnz's picture
Activity Score 7

double spacing

ReDorkulator's picture
Activity Score 58

Great Art Direction. Very good concept.

bbdofresh's picture
Activity Score 66

didn't get the point.

michelangelo's picture
Activity Score 660

why do you need a flashlight to look for something so huge in a spacious area in the dark

Martinn's picture
Activity Score 16

Oooooooother flashlight ad with a light beam

janeliza's picture
Activity Score 41

I like your idea but some execution isn't harmonize..

fala fulani's picture
fala fulani
Activity Score 252

Great insight. Having a different Energizer flashlight for the different uses could have pushed the idea further though.