Ads that bother me: Duracell

Have you ever watched a commercial or seen an ad and thought, “Are they serious? They can’t be serious. There’s a problem there.” I find myself riding this train of thought fairly often. One of the main contenders is Duracell commercials:

Duracell claims its batteries are better than competitors’ batteries because important people like EMT’s and rock stars use them because, “It just has to work.” I can’t be the only person who thinks this claim is greatly exaggerated. Duracell batteries don’t have any special properties that make them less likely to die than other batteries; on the contrary, they expect the batteries to die, or else there would be no market for fresh replacements. These commercials are misleading because they make the consumer feel that Duracell batteries are somehow safer than other batteries, when there is really no guarantee that when your power goes out and you need a light, that a Duracell-powered flashlight is any more likely to work than any other. If the batteries had some kind of alarm that sounded when they were about to die, I would feel much safer about the batteries that power my defibrillator.

Of course, if you ask me, they would be better off advertising with the Duracell Bunny.

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