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Moore's Law

basics
Industry: Miscellaneous
Media:Radio
Market:South Africa
Style: Minimalism
descriptioncnen
ScriptInEnglish
ANNCR: It’s the near future. Moore’s Law has reached its limit. But Murphy’s Law is still going strong. It’s the year the Great Barrier Reef is declared dead. Now it’s the Mediocre Barrier Reef. P?t?nghuà shì hùliánw?ng shàng zuìdà de y?yán. That means “Mandarin’s the biggest language on the web.” As a publicity stunt, Kanye has created his own hologram. You can see right through it. It’s the year World War 3 begins. Like most sequels, it didn’t live up to the hype. TVs, couches and fridges talk to each other. All they do is complain. Robots have replaced doctors. They’re better at diagnosis, surgery… and handwriting. It’s the year of the teleportation fad: here one minute, gone the next. The US president is a bisexual Mexican. The First Lady is a man. It’s 2028. Times change. Power doesn’t. Duracell batteries. Guaranteed to last for ten years in storage.
BriefExplanation
Going back was only the beginning. In this sequel to last year’s Times Change campaign, we’re heading to the future. By predicating the possibilities of the year 2028, we highlight the ten-year duration of our product. This fun, quirky peek at trends and events to come in politics, popular culture, the environment and technology emphasises how much life can change. But the one thing you can rely on is a Duracell Duralock battery.
credit
Brand:
Agency:
Chief Creative Officer:
Executive Creative Director:
Copywriter:
Account Manager:
Production Company:
Other credit:Entrant Company: GREY AFRICA, Johannesburg, South Africa
Production Manager, Astrid MacKenzie, Grey Advertising
awards
Cannes Lions International Festival of Creativity 2018
Shortlist Radio and Audio
Sectors > Consumer Durables
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