Agency Network: 
May 2018
Duracell: Moon


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. China has a hotel on the moon.

There’s a no-child policy.

Robots and jetpacks are everywhere.
But we still don’t have laser guns.

Democracy is now considered
an inferior form of government.
But we can’t vote it out.

Scientists have perfected
cross-species communication.

The average number of
connected devices per person is 13.
The average number of
real friends per person is 1.3.

Most nations have legalised weed.
It was a joint effort.

It’s the year nanotechnology takes off.
In a small way.

It’s 2028.

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

Advertising Agency: Grey, Johannesburg, South AfricaAdvertising
Chief Creative Officer: Fran Luckin
Executive Creative Director: Glenn Jeffery
Copywriter: Jeff Harvey
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kleenex's picture

Well this concept sure does look fresh.

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