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The Duracell Positive and Negative campaign had to sell alkaline batteries. And the best part about alkaline batteries is that they last much longer. A battery powers things that bring great joy, but inevitably you run into that great tragic truth called: too much of a good thing. The polarity of the battery became the framework to tell stories and a simple, but extremely powerful visual device. The ad mirrored the design of the battery is so iconic and ubiquitous; there was no need at all for a logo. |
