This type was found in the 45th Advertising Annual Communication Arts magazine.
I thought the text was incredibly well-used and clever. The ad is for the battery company DURACELL, which has a fairly recognizable branding/name. The decision to use the DuraCell typeface for the ad text was a simple but clever one. Since the message is somewhat short and sweet, using this stylized text works well for it.
The type is a sans-serif typeface, and I'm not sure the name of it but I'm assuming it is one that was developed for DuraCell, or one that they own the licensing for. The text in this ad is very big in proportion to the whole ad-space. There is tiny type that reads "DURACELL ULTRA. LASTS 50% LONGER THAN ORDINARY ALKALINE BATTERIES." Clearly this brand is recognizable and dependable enough that this seemingly important fact can be downplayed and the focus is instead on the humorous message that is in large size.
I thought the overall design of the ad was good. Clever, simple, to the point, and humorous. Batteries go into flashlights, and representing the battery as a flashlight while using the DuraCell text was something that I enjoyed seeing as a customer and viewer. The use of swapping the use of battery and flashlight was clever, suggesting that the batteries will outlive the flashlight. I liked it.
It's the type of ad that makes you look twice, and then once you get it you go "AHA!"
This ad is funny, and the design and text is useful for brand recognition and attracting viewers attention.
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