The production was realized by Produkcja film studio and Platige Image. The advertisement was directed by Tomek Bagiński. Adam Skorupa composed the music. The sound was realized in Cafe Ole studio.
Why do we buy batteries? The answer to this question became the basis for a strategy aimed at building an emotional tie between “a vital source of energy” and “prolonged play”.
Adwertajzing was commissioned by Duracell CEEMEA to create the “F1” campaign for Duracell brand, consisting of an advertising spot and a set of BTL materials.
A significant change compared to previous Duracell advertisements was the change of the role that the Bunny plays in the spot. This time, the rabbit acted as a helper who thanks to his long-life batteries makes it possible for the hero to make his dreams come true.
The well-known slogan: “Duracell – lasts up to 8 times longer” was replaced by “Duracell – power your dreams”. The campaign was intended for markets of several dozen countries in Eastern and Central Europe, the Middle East, and Africa. The first ones to see the F1 spot were Poles. A version with Polish national flags was produced specially for the Polish market. It was the first time in history that an international television advertisement of Duracell had been produced in Poland.
The script of the "F1" spot required an extremely dynamic sequence of photographs connecting the real and the virtual world. In its previous productions Duracell used the stop motion animation technique in which it is very hard to obtain interaction between animated characters and objects filmed in the real world.
This was the reason why for the first time in the history of Duracell TV spots, the Bunnies had been generated using computer animation. This enabled the realization of regional versions (the change of national flags in the stadium).
The spot was broadcast in Poland from 10th December on Discovery Media, Polsat, TV4, TVN, TVN24, TVN7, TV Puls, TVN Style, TVN Turbo, and TVP.