GREY Africa’s strong credential as Africa’s most creative ad group was recently confirmed with GREY South Africa winning a Gold Cannes Lion for its radio campaign for Duracell Duralock technology – guaranteeing a 10 year shelf life.
The ad starts off with an ironic voice-over with the overtone of a sad tune being played on a piano in the background taking listeners on a nostalgic journey back to 2007, highlighting the ten-year duration of Duracell Quantum batteries in storage. It takes a charming and amusing look at past and current trends, events, politicians, celebrities and technology and emphasises how much things can change in ten years. But the one constant is a Duracell Quantum battery.
Duracell is the world’s leading manufacturer of high performance alkaline batteries, specialty cells and rechargeable batteries. Since its foundation in the early 1940s, the company has become an iconic personal power brand, trusted for compact and longer-lasting batteries.

“When you start thinking about how much culture and technology have changed over the last 10 years, it’s really quite something. This was the insight that won GREY South Africa the prestigious Gold Cannes Lion. We needed to show longevity of the brand as well as the product.  What better way than to tie our concept into the ever changing times we live in,” says Chief Creative Officer at GREY South Africa, Fran Luckin.
As Africa’s most awarded creative agency, GREY Africa has continued to raise the bar through its innovative, cutting-edge creativity and overall business fine-tuning with the sole objective of creating iconic campaigns for its growing clientele base across the continent.
GREY Africa recently re-entered the Nigerian market through a well-celebrated partnership with Centrespread Advertising leading to the birth of CentrespreadGREY to grow the West African hub. Centrespread is one of Nigeria’s all-time greatest advertising powerhouses.