I saw this banner on weather.com and was a little hesitant to click it. I quickly realized that it was for Sears’ DieHard battery. From an advertising perspective, it made me laugh. I was surprised that a company would 1) advertise their brand in such a way and 2) that they did it without their logo. When I was working on Partnership, we had done something similar for the ‘Don’t be Patsy’ campaign, using ambiguous unbranded banners as teasers to get people intrigued. But this was a little edgier, and I appreciated that. It wasn’t done just for shock value. There was a real conceptual reason for it. The banner takes you to their site, diehard.com, when you can enter their DieHard Torture Labs. A place where they put DieHard batteries under extreme conditions to test their durability and reliability.