Duracell battery: Farewell soldier

Advertising Agency: Ogilvy Johannesburg, South Africa
Creative Directors: Fran Luckin, Gerrry Human
Art Director: Martjie Louw
Copywriter: Taryn Scher

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36 comments

Your local AD-Man's picture
Your local AD-Man
10 pencils

Playing on sex in advertising is about as fresh as Disco.

JAGGY's picture
JAGGY
1382 pencils

Brilliant.

Jaggy, MICA Ahmedabad

Crisp One's picture
Crisp One
2007 pencils

BZZZZZZZZ

pao.r's picture
pao.r
2 pencils

i didnt get it... does it mean that the battery lasts longer than a hug?

STRTLRS's picture
STRTLRS
1607 pencils

There's a vibrator joke in there somewhere...

www.storytellerscreative.com

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I think, therefore... yeah.

pscs's picture
pscs
440 pencils

hehe lol

that uniform doesnt look like the US. south african perhaps -- since it's from an SA ad agency?

RM's picture
RM
419 pencils

I think he's coming back from war and she is not that happy about it! Her vibrator was a better companion. Maybe this is the joke...

seekyu's picture
seekyu
18 pencils

but the title it's farewell...is it really talking about sex

RM's picture
RM
419 pencils

True true, my apologies, still... she aint a happy woman!

diegocontrerast's picture
diegocontrerast
31 pencils

brrr he's leaving for a long time, so she'll find a new companion (the toy) until he comes back.

aintnobusy's picture
aintnobusy
30 pencils

how did u guys evn manage to jump on d viobrator part huh ?? assumption is it ?

Don Draper's picture
Don Draper
144 pencils

I agree. If this ad is supposed to be sexual it assumes too much. What makes you guys think that is his wife or girlfriend? It could be his sister. I see nothing here that implies sex. The message could be soldiers are being deployed for longer and longer periods of time. The batteries you buy now (for what ever use) will still be working when he gets back. I wonder what you guys would have thought if you didn't have that title up there to lead you?

Guest's picture
Guest

You gotta be kidding. "The batteries you buy now will still be working when he gets back.'? lol

No, this ad is a vibrator joke.

At least she's planning to be faithful.

scottshepard's picture
scottshepard
34 pencils

pscs,

You're from South Africa and you don't know what your country's military uniform looks like?
That there uniform belongs to the few, the proud, the Marines. The United States Marine Corps.

There is a symbol printed within the pattern, if you can guess what it is, you win a cookie.

Guest's picture
Guest

is it a face? I can't tell whose though. I would guess if there is a face in the US marine camo it would be of a famous former marine or US President from history.

Crisp One's picture
Crisp One
2007 pencils

looks like a stock shot with a logo and tag to be honest

ManchuChanchu's picture
ManchuChanchu
701 pencils

this makes no sense to me...is it saying that 'last's longer than relationships'?

omareduardo777's picture
omareduardo777
27 pencils

no, it says it lasts longer than war,

danyels0n's picture
danyels0n
204 pencils

she's gonna need a good battery for her vibrator while hes gone, simple. feels like an old joke.

syno's picture
syno
23 pencils

she continue using vibrator. lol

Dozer's picture
Dozer
149 pencils

if you analyze his uniform it looks like retro, like an old type / style uniform, maybe he was gone a long time ago, and he is back!, still love in the air XD!......but the farewell title daze and confuse me lol!!

Kateter's picture
Kateter
2020 pencils

oh, I just love this kind of headline: 'blah-blah-blah something, much something'(wink-wink). same category as 'blah-blah-blah something. almost something.' (get it? wink-wink)

btw, it's a vibrator joke. and a poor one IMHO.

Ardakas's picture
Ardakas
8 pencils

Well this is what i think:
The soldier is really a TOY. So, the woman is saying good bye for a really long time because a boy is going to play with him (it).
If that the idea has been done for xbox since a couple of years ago for a war game. You know, making the characters look like thay have a real life.

Neil Levy's picture
Neil Levy
314 pencils

this isn't a sex joke. the basic ad structure works like this: If you think this lasts long (the farewell hug between a husband going off to war and his wife) wait until you see how long this new battery lasts.

if i am right, maybe the creatives who did the work can comment on it as such.

Wordnerd's picture
Wordnerd
6662 pencils

first i thought this is so a vibrator joke. but after reading the line i think you may be right

Quink's picture
Quink
234 pencils

no, danyels0n is right. this is a vibrator joke. he's going away for a long time. hence, she'll need the vibrator for a long time.

ahpitt's picture
ahpitt
342 pencils

Not everyone can get the idea.

iT-iS-i's picture
iT-iS-i
1721 pencils

Hard to get crap.

Add insult to injury then burn the candle at both ends.

:: Put your ears against the ground so i can walk over what you heard::

Goblin's picture
Goblin
407 pencils

really nice....good job!

WWW.MULTIMEDIA-STOCK.COM
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feel's picture
feel
168 pencils

fake, pointless, waste.

El ave de las tempestades's picture
El ave de las t...
2 pencils

it's a vibrator joke indeed, but it's upside down. The guy is arriving from his long trip from war and the lady says "damn, back to quickies". It's just a thought.

Crisp One's picture
Crisp One
2007 pencils

hahahahaha minute man

wesohaire's picture
wesohaire
2 pencils

You guys are missing it. It lasts "much longer" as in the Iraq war. That war is lasting "much longer" than anyone anticipated.

AXAY555's picture
AXAY555
578 pencils

WHAT THE F.... such a simple ad & so many ppl who just postmortemed it...
this ad is little emotional & funny... & has nothing about sex or vibrator.. GOD

the title says farewell right & this guy is leaving for war or something like that,
now just look into her eyes there is a big Question that will he return home alive or not ?

So we don't know if he will last or not but Duracell batteries definately lasts longer much longer.
now u people get it.. recharge ur vibrators man.

AXAY555's picture
AXAY555
578 pencils

WHAT THE F.... such a simple ad & so many ppl who just postmortemed it...
this ad is little emotional & funny... & has nothing about sex or vibrator.. GOD

the title says farewell right & this guy is leaving for war or something like that,
now just look into her eyes there is a big Question that will he return home alive or not ?

So we don't know if he will last or not but Duracell batteries definately lasts longer much longer.
now u people get it.. recharge ur vibrators man.

Andrey Vaslit's picture
Andrey Vaslit
210 pencils

I got it 100% reading comments. But the first thing I understood was "he goes away, she gonna wait a lot"
"Last longer" "ok there's a long wait with an useful battery for the long wait"
I liked the vibrator idea x3
Like execution, anyway.

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