Energizer flashlights: Boots

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

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25 comments

elnietodeNicho's picture
elnietodeNicho
360 pencils

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

Chingón, Chile!!

Ceballos's picture
Ceballos
625 pencils

Done better
Poor art..

Wordnerd's picture
Wordnerd
6662 pencils

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
xcreativity
2374 pencils

great concept bad copy

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checkhill's picture
checkhill
465 pencils

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

atb2005's picture
atb2005
13567 pencils

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.

checkhill's picture
checkhill
465 pencils

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

atb2005's picture
atb2005
13567 pencils

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?

checkhill's picture
checkhill
465 pencils

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
405 pencils

The concept is great.

Say my name, say my name...

Serafín's picture
Serafín
16 pencils

very good campaign with a fresh idea
Good Job.

luispiter's picture
luispiter
2756 pencils

good idea, but the shoes dont relevant

Lefiesh's picture
Lefiesh
2 pencils

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

checkhill's picture
checkhill
465 pencils

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
perromalo
429 pencils

beautiful insight. Brilliant

thedesignaddict's picture
thedesignaddict
5329 pencils

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
alejulimaty
838 pencils

copy is not necesary

IRONWORKS's picture
IRONWORKS
222 pencils

Great Idea! simple and nice, well done guys!

sxnz's picture
sxnz
7 pencils

double spacing

ReDorkulator's picture
ReDorkulator
58 pencils

Great Art Direction. Very good concept.

bbdofresh's picture
bbdofresh
66 pencils

didn't get the point.

michelangelo's picture
michelangelo
660 pencils

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

Martinn's picture
Martinn
16 pencils

Oooooooother flashlight ad with a light beam

janeliza's picture
janeliza
41 pencils

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

fala fulani's picture
fala fulani
254 pencils

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

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