Duracell has teamed up with international agency Wunderman Thompson to light up Piccadilly Circus in an effort to target one of the capital’s busiest shopping days.

Running from 5pm until midnight today (December 22), the OOH activation will see one of Ocean Outdoor’s most iconic screens run out of battery and plunge into darkness.

The iconic Duracell Bunny then sweeps in to save the day, swiftly replacing the batteries to power up the screens of Piccadilly Circus, before Duracell’s hero Christmas film plays highlighting Duracell’s Optimum battery product and why batteries shouldn’t be overlooked to create a drama free Christmas day.

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The campaign follows on from the huge success of the wider campaign, ranking in the top 1% of system1’s database and in Kantar’s top 2% of adverts for brand potential.

The brand’s hero spot launched earlier this year and marked the brand’s first festive advert in five years.

The 30-second spot shows Santa’s sleigh flying over a wintry forest when the most famous of red-nosed reindeers loses power and comes crashing back to earth.

Ever the saviour, the Duracell bunny opens up the reindeers nose and replaces ordinary batteries with Duracell Optimum batteries.

An earlier campaign this year saw Duracell showcase the sustainability of the product, in an effort to drive cells of the premium item.