I'm easier than brand X

The practical purchase. The simplicities gain in life through the use of the product. It is not exciting.

But are A batteries exciting? No, they're annoying. They're always giving me trouble (and if they weren't, you'll be convinced they were by the time you finished reading the ad).

So why go with anything else? It's the most practical and life easing thing you could do.

Subtle, but on target.