Agency:  Arnold, Boston, USA
Chief Creative Officer: Pete Favat
Creative Director: Paul Schauder
Associate Creative Director: Brain Hayes
Art Director: Mark Bangerter
Copywriter: Nikhil Aima
Illustrator: A. James Stone
Photographer: Stock
Art Producer: Kathy McMann
Copy: “Surprising power. Do stuff.”

PERCEIVED CREATIVE BRIEF

Advertising Strategy

1. Cognitive: RadioShacks has batteries and they’re just as good, if not better, than the name brand guys.
2. Affective: Curious and excited about how their toys will perform with RadioShack.
3. Conative: Compare the strength of RadioShack batteries verse the other brands by buying a set.

Positioning
RadioShack is often associated with just electronics and electronics parts for tinkerers, but really it offers everything your electronics might need, including proprietary batteries. To raise awareness of RadioShacks batteries and their strength, this campaign seeks to engage the viewer by evoking the playful inner child and imagination. By showing how electronics using Radioshacks batteries might perform, the campaign will appeal to this target markets natural pretension to curiosity and imagination, creating a perceived affect of greater strength from Radioshack batteries.

Consumer Promise
RadioShack batteries are so strong they will make your toys perform like the real thing.

ADDITIONAL EXECUTION

Visual: A toy boat is shown pulling a wake boarder.
Copy: “Surprising power. Do stuff.”