OLIVIA DOWNING. ACD/COPYWRITER.
VARTA batteries. Max and the Train - Christmas TV campaign.
the challenge. VARTA batteries asked us to create their first ever UK Christmas TV spot. Airing during prime time television ('I'm a Celebrity, get me out of here!'), the advert needed a real point of differentiation in the battery category, while communicating their key messages of 'long lasting, German batteries' and showing the UK that they've been around for longer than we might realise.
the work. 'Max and the Train'. The idea centred on the notion that VARTA batteries have powered some of our favourite Christmas moments, throughout the decades. Using the story of a boy, Max, and his toy train, then turning it on its head with an interesting POV, we were able to show a journey through time, featuring different festive stages of Max's life, all with VARTA playing a role in the background. By focusing more heavily on the emotional connection that we might have to batteries, as opposed to simply suggesting power, this was standout when compared with the battery category convention.
the results. The client was over the moon with the both idea and the finished product. So much so, they're hoping to use this ad in European terriories, as well as in the UK. There are no results as of yet, as the advert has only just aired. However, from the client's reaction to the work, I'm certain this will put VARTA batteries in the spotlight this Christmas.
