In the 1980s, Miller Lite (by way of agency McCann-Erickson) prodded Americans into debating whether its beer was good because it “tastes great” or because it’s “less filling.”

Now Duracell has created its own self-promotional split, asking whether you want a battery with “extra life” or “extra power.” Spoiler alert: The brand’s new Optimum battery promises to check both boxes, noting that “both is better than not both.”

In Duracell’s first campaign since the brand’s marketing was restructured earlier this year—with Wieden + Kennedy New York retaining North American creative and Wunderman Thompson picking up creative responsibilities in other global markets—W+K highlights a few reasons why someone might want to pick up the Optimum battery.

Though made by Wieden + Kennedy New York, the 30-second spots feel strongly reminiscent of the Old Spice work that’s been coming out of the agency’s Portland headquarters for a decade. That might be due in part to the fact the new work was directed by MJZ’s Tom Kuntz, who also directed the iconic 2010 Old Spice spot, “The Man Your Man Could Smell Like.”

The new Duracell campaign began running online today and will appear on TV networks and cable from July 22 through the end of October.

“I consider creativity the hardest currency in the advertising industry and I’m delighted to have W+K as my North American creative partners,” says Duracell global CMO Tatiana-Vivienne Jouanneau in a statement about the campaign. “I view the new Duracell campaign as one example why W+K is consistently awarded at industry shows like Cannes.”

CREDITS:

Agency: Wieden + Kennedy New York

Executive Creative Director: Karl Lieberman

Creative Directors: Laddie Peterson

Copywriter: Howard Finkelstein

Art Director: Grant Mason

Director of Integrated Production: Nick Setounski

Producer: Kristen Johnson

Account Team: Price Manford, Meghan Mullen, Sara Sharpe, Paulina Marxuach

Director of Strategy: Dan Hill

Strategist: Rachel Yoes

Head of Media Planning: Karlo Cordova

Communications Planner Supervisor: Mark Malloy

Director of Social Strategy: John Petty

Social Strategist: Elizabeth Stefan

Director of Business Affairs: Patrick O’Donoghue

Business Affairs Manager: Michael Moronez

Talent Payment Coordinator: Andrea Sierra

Director of Traffic: Sonia Bisono

Traffic Coordinator: Tina Wyatt

Project Management: Alex Doomany

Production Company: MJZ

Director: Tom Kuntz

Cinematographer: Matthew Libatique

Production Designer: Brock Houghton

Producer: Emily Skinner

President: David Zander

Senior Executive Producer: Eriks Krumins

Client: Duracell North America

Global Chief Marketing Officer: Tatiana-Vivienne Jouanneau

Associate Director: Global Brand Design: Stephen Pilcher

Group Manager – Brand Design and Global New Horizons: Jaideep Pamani

Sr. Global Brand Group Manager – Duracell North America: Alfonso Arteaga

Brand Design Manager, North America: Neena Kamra

Editorial Company: Whitehouse Editorial

Editor: Russell Icke

Post Producer: Melanie Klein

Editorial Assistant: Devon Bradbury

Color: Company 3

Colorist: Tom Poole

Producer: Alexandra Lubrano

VFX Company: The Mill

VFX Lead Flame: Jade Kim, Caio Sorrentino

VFX Flame Artists: Joseph Yoon, Andrew Emmerson, Heather Kennedy-Eck, Antoine Douadi and Drew Maloney

Producer: Luis Martin

Sound Studio: Sonic Union

Sound mixer: Steve Rosen

Producer: Pat Sullivan

Sound Design Company: Trinitite

Sound Designer: Brian Emrich