But everybody already knew this message because that’s what all batteries talk about. We needed to step away from the clutter and engage, rather than announce. When the battery is taken for granted like that, there was great potential for telling human stories, that were, almost brutally honest and extremely relatable. There are toy and gadget experiences that start out with the best of intentions, but somehow, the truth of 'too much of a good thing', always applies. We picked incidents and insights from real life and being victims of the subjects we portrayed, we knew people would relate to them.

We went forward from the popular and award winning Positive and Negative campaign. The polarity of the battery was still the framework to tell the stories and a simple, but extremely powerful visual device.

The ad mirrored the design of the battery that is so iconic and ubiquitous; there was no need at all for a logo. But this time, we told an elaborate and heartfelt story in the exact proportions of the battery.

This was the second stage of an already popular campaign and it got the attention and popularity it deserved. Sales showed an average 21% spike soon after the press ads were published.