Everything has a positive and a negative, even the longevity of Duracell Batteries. So if a toy or a gadget keeps going, then it’s good in some ways but bad in others.

This bold, witty and slightly edgy campaign first ran without a logo, instead it just used instantly recognisable iconography to act as branding.

For the second installment of this campaign long copy was used to tell the two sides of the longevity story.

On the final and part 3 of this multi-award winning campaign each ad tells a Positive & Negative story using illustrated devices in just two colourways, copper and black.