For the July launch of Duracell’s new Optimum battery, the brand is debuting a marketing effort that reminds us of those pivotal moments when you may want more from your battery — like 20 minutes before your next dentist appointment when you can benefit from a little extra power in your toothbrush, or for a long weekend of video games when you may want that extra life in your controller, or beachcombing with a metal detector versus barricading yourself against an angry bear. The new Optimum claims to deliver both of these benefits in one battery — extra life in some devices or extra power in others, versus the brand’s traditional Coppertop batteries. Optimum batteries also come in a new slider pack complete with a resealable storage tray.The first campaign to launch in North America under new global chief marketing officer Tatiana-Vivienne Jouanneau, 'Two Characters' kicks off with a set of 30-second spots via Wieden+Kennedy New York and commercial director, Tom Kuntz of MJZ. The work dimensionalizes the dual benefit of extra life/extra power.CreditsW+K NEW YORKExecutive Creative DirectorKarl LiebermanCreative DirectorLaddie PetersonCopywriterHoward Finkelstein Art DirectorGrant MasonDirector of Integrated ProductionNick SetounskiProducerKristen JohnsonAccount TeamPrice Manford, Meghan Mullen, Sara Sharpe, Paulina MarxuachDirector of StrategyDan HillStrategistRachel YoesHead of Media PlanningKarlo CordovaCommunications Planner SupervisorMark MalloyDirector of Social StrategyJohn PettySocial StrategistElizabeth StefanDirector of Business AffairsPatrick O’DonoghueBusiness Affairs ManagerMichael MoronezTalent Payment CoordinatorAndrea SierraDirector of TrafficSonia BisonoTraffic CoordinatorTina WyattProject ManagementAlex DoomanyDURACELL NORTH AMERICAGlobal Chief Marketing OfficerTatiana-Vivienne JouanneauAssociate Director: Global Brand DesignStephen PilcherGroup Manager - Brand Design & Global New HorizonsJaideep PamaniSr. Global Brand Group Manager - Duracell North AmericaAlfonso ArteagaBrand Design Manager, North AmericaNeena KamraPRODUCTIONProduction CompanyMJZDirectorTom KuntzCinematographerMatthew LibatiqueProduction DesignerBrock HoughtonProducerEmily SkinnerPresidentDavid ZanderSenior Executive ProducerEriks KruminsEDITORIALEditorial CompanyWhitehouse EditorialEditorRussell IckePost ProducerMelanie KleinEditorial AssistantDevon BradburyColoristCompanyCompany 3ColoristTom PooleProducerAlexandra LubranoVFXVFX Company The MillVFX Lead FlameJade Kim, Caio SorrentinoVFX Flame ArtistsJoseph Yoon, Andrew Emmerson, Heather Kennedy-Eck, Antoine Douadi, Drew MaloneyProducer Luis MartinMixSound StudioSonic UnionSound mixerSteve RosenProducerPat SullivanSound DesignSound Design CompanyTrinititeSound DesignerBrian Emrich