Battery Fans Argue over Extra Life or Extra Power in Wacky Duracell Campaign [Video]

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.

In case you’re not up to date on your battery news, this is big for Duracell. The new Optimum delivers both of these benefits in one battery – extra life in some devices or extra power in others, versus the brand’s traditional Coppertop batteries. And to make that messy junk drawer slightly less embarrassing when your mom rifles through it, Optimum batteries come in a new slider pack complete with a resealable storage tray.

The first campaign to launch in …