The commercial features the Energizer Bunny dancing and pushing in and out of an Energizer Max battery to the song, "I've got the Power". The Bunny's power and energy can barely be contained within the battery illustrating the power of the new Energizer Max battery. The commercial concludes with the tag, "Do you have the Bunny inside?"
Philosophy
Agency developed a spinning battery campaign where the Energizer Bunny pulses in and out of each respective battery illustrating the power and unstoppable nature of the battery. Each commercial is created in the tone and manner associated with the battery: e2 is in a sleek, high-tech titanium environment while the Energizer Max is a white environment and the Bunny is more playful as he dances inside the battery.
Problem
Client asked for a one brand strategy to bring together their Energizer e2 and Energizer Max batteries under the Energizer family. Prior to this, e2 had no association with the Energizer Battery.