Agency Network: 
May 2018
Duracell: Meat


Going back was only the beginning. In this sequel to last year’s Times Change campaign, we’re heading to the future. By predicating the possibilities of the year 2028, we highlight the ten-year duration of our product. This fun, quirky peek at trends and events to come in politics, popular culture, the environment and technology emphasises how much life can change. But the one thing you can rely on is a Duracell battery.

Print advertisement created by Grey, South Africa for Duracell, within the category: Electronics, Technology.


It’s the near future. Meat is grown in labs.

It tastes the same. If you hold your nose.

It’s the year life expectancy reaches 100,
so more adults wear diapers than babies do.
Mostly not in a kinky way.

Computers create original art,
music and literature.
Who do you think wrote this?

Surgeons have rerouted nerves
so paralysed people can use their hands.
Recipients applauded the breakthrough.

Invisibility cloaks are available.
But hard to find.

It’s the year Alanis Morissette
marries for the third time.
It rained on her wedding day.

It’s 2028.

Times change. Power doesn’t.
Guaranteed to last for ten years in storage.con

Advertising Agency: Grey, Johannesburg, South AfricaAdvertising
Chief Creative Officer: Fran Luckin
Executive Creative Director: Glenn Jeffery
Copywriter: Jeff Harvey
Log in to post comments
Featured Content

Latest Collections