Creative disruption in new Duracell campaign by LEAP and Grey London
LEAP (Loveurope and Partners) have been a production partner of choice for Grey London on the Duracell account for the past two years.
When Grey’s creative team Nathan Holley and Paul Moran had the idea to create a piece of disruptive advertising, they turned to LEAP to see what was possible within a tight production timeline. LEAP Creative Director Danny Coster paired up with Director Rob Toay to create the full film production and post of a ‘pastiche’ sports brand commercial for the Duracell Bunny to make a surprise appearance.
Shot at dawn in the Queen Elizabeth Park against the backdrop of the Olympic stadium and Aquatic Centre, the commercial feels like a genuine sports advert. DOP Cliff Evans worked closely with Rob Toay and the visual effects team to film the ‘athlete’ performing her morning warm up routine and embarking on a run. As she rounds a corner, the animated Duracell Bunny unexpectedly enters the scene to challenge her to a race.
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- Agency Grey/London
- Production Company Loveurope and Partners
- Director Rob Toay
- Sound Design SNK Studios
- Executive Producer Danny Coster
- DP Cliff Evans
- Editor Liam Hawe
- Colourist Jon Davey / (Colorist)
Working closely with Agency Producer Roger Lairisa and Grey’s other production partners including Mikros MPC Advertising in Paris, LEAP’s team co-ordinated the pre-production and blocking of the Duracell Bunny scenes. This ensured that everything on the director’s storyboard was achievable on the shoot day and enabled the combined live-action and CGI commercial to be completed in post-production on time and on budget.
The live-action, sports-style ad takes place after a fully CGI spot in which the Duracell Bunny races the less effective (and cheating) rabbit(s) through a perilous landscape. To bring the ads together with just the right blend of continuity and disruption, LEAP arranged for SNK Studios to add sound design and voiceovers.
The interrupting Duracell Bunny is running across UK screens now.