<B>Duracell</B> / Trust Is Power : Karl Lieberman

We go all-in on "Trust" in our first work for Duracell with TV and social via The Duracell Catalog.

It’s our understanding that when you have a baby, you get a lot of unsolicited advice. And because it’s not all trusted, true and reliable—we provide a battery that is. #TrustIsPower
A photo posted by Duracell (@duracell) on Jan 16, 2017 at 8:24pm PST

Don’t trust this overzealous baby book. It won’t, as it claims, help your baby get a leg up in preschool applications. Do trust the Captain to aid in stimulating your baby. #TrustIsPower
A photo posted by Duracell (@duracell) on Jan 16, 2017 at 8:23pm PST

Don’t trust this ill-informed baby book. It’s hard to make a nickname out of “Shjushjushjushj.” Do trust the Captain to help your baby be the best darn baby it can be. #TrustIsPower
A photo posted by Duracell (@duracell) on Jan 16, 2017 at 8:23pm PST

Don’t trust a childless author to squire amazing baby advice. Or it’s the blind leading the blind out there. Do trust the Captain to advise your baby’s devices on proper functionality. #TrustIsPower
A photo posted by Duracell (@duracell) on Jan 16, 2017 at 8:22pm PST

We trust you’ll enjoy these tallboys responsibly. #GameDayEssentials #TrustIsPower
A photo posted by Duracell (@duracell) on Jan 16, 2017 at 7:10pm PST

Go as a Coppertop this summer by spray-tanning your body. But just the top third. #TrustIsPower
A photo posted by Duracell (@duracell) on Jan 16, 2017 at 8:16am PST

When sleeping underneath the stars, there’s a lot you can’t trust. Like the weather. The sun-exposure. The blood-thirst of mosquitos. Your tent-pitching abilities. The health of the trees surrounding your poorly-built tent. Bears. Thankfully, there’s the Duracell BEEF BOY. Who can be trusted to power your flashlights, lanterns, fans, radios, and hot surfaces for shrimp varietals. Because the BEEF BOY knows how to nature. And nature good. #HumbleBrag #CampingWithDuracell
A photo posted by Duracell (@duracell) on Jan 16, 2017 at 8:36am PST

SHINE A FLASHLIGHT INTO A MILK JUG TO MAKE A LANTERN THAT WILL SCARE AWAY BEARS. #CampingWithDuracell
A photo posted by Duracell (@duracell) on Jan 16, 2017 at 8:33am PST

MAKE AN EMERGENCY WHISTLE OUT OF AN ACORN SO YOU CAN SCARE AWAY BEARS. #CampingWithDuracell
A photo posted by Duracell (@duracell) on Jan 16, 2017 at 8:31am PST

SERIOUSLY, NEVER TRUST BEARS. AT ANY POINT. #CampingWithDuracell
A photo posted by Duracell (@duracell) on Jan 16, 2017 at 8:31am PST

DON’T TRUST BEARS WHILE PICNICKING. #CampingWithDuracell
A photo posted by Duracell (@duracell) on Jan 16, 2017 at 8:30am PST

DON’T TRUST BEARS WHILE CANOEING. #CampingWithDuracell
A photo posted by Duracell (@duracell) on Jan 16, 2017 at 8:29am PST

AND PLEASE DON’T TRUST BEARS WHILE ROCK CLIMBING. #CampingWithDuracell
A photo posted by Duracell (@duracell) on Jan 16, 2017 at 8:29am PST

CONGRATULATIONS! YOU’VE SUCCESSFULLY REACHED THE END OF THE DURACELL VERY SERIOUS AND MOST LEGITIMATE GUIDE TO CAMPING. We’re not crying, you’re crying. #TrustIsPower #CampingWithDuracell
A photo posted by Duracell (@duracell) on Jan 16, 2017 at 8:25am PST

Creative Directors: Eric Helin & Jaclyn Crowley
Copywriters: Luke Sacherman & Howard Finkelstein
Art Directors: Kate Placentra & Grant Mason
Director(s): Tim & Eric (Headphones, Hallway & Fantasy Kicker) & Steve Ayson (launch spots)