Generation game

Connecticut – Billed as the battery that’s there when you need it most, Duracell tested this promise to its limit on an epic adventure to one of North America’s toughest environments.

• The advert marks a departure from Duracell’s lighter bunny adverts
• Its latest campaign tells the story of a father and son team conquering the elements

Earlier this year, athlete Kevin Jorgeson completed the first free climb of Yosemite’s Dawn Wall, what many consider to be the hardest route ever climbed. Duracell joined forces with Jorgeson on this epic undertaking and drew on the relationship with his father in a short film documenting the climb.

Created by agency Marquardt & Roche and Partners, the advert tells the story of the climb from Kevin and his father Eric’s perspective. In the spirit of our Sad Dads microtrend, the campaign takes a more stoic look at the relationship between Eric and Kevin, and the sacrifice made to prepare his child for the challenges ahead.

The Big Picture: Brands are powering personal stories. Help people to achieve their long-term goals by going beyond short-term cycles. It’s time to think big with our macrotrend The Immortal Brand.