In an entertaining twist, Duracell chose the grand stage of the Super Bowl 2025 to launch its first-ever commercial, grabbing attention with the help of NFL legend Tom Brady and FOX announcer Kevin Burkhardt. This clever 30-second ad paints a vivid picture of Brady facing an unexpected battery failure during a live broadcast, only to be hilariously saved by the intervention of the Duracell Scientist—a quirky character armed with the brand’s advanced Power Boost™ technology.
The advertisement, while playful in its execution, carries a powerful message about Duracell’s commitment to innovation and reliability. By tying in Brady's own mantra of being "Built Different", a nod to his extraordinary career and unmatched longevity in the NFL, Duracell draws a parallel to its product’s performance-enhancing capabilities. This approach elevates the brand's image by associating it with the same traits that define Brady’s illustrious sports career.
The production of this commercial, an impressive feat accomplished in just 40 days, involved multiple creative and media agencies. Under the creative direction of VaynerMedia, alongside contributions from Shadow Lion—Brady’s personal creative team—EssenceMediacom, and Citizen Relations, the ad not only highlights Duracell’s technical prowess but also the collaborative spirit behind its development.
Beyond the humor and star power, the ad is a strategic move by Duracell to position itself amongst top-tier brands featured during the Super Bowl, an event known for its high-stakes advertising battles. By leveraging Tom Brady’s legendary status and the amusing narrative of a power outage situation, Duracell reinforces its identity as a leader in innovation and performance. The commercial’s success in capturing viewers' attention and delivering its message effectively marks a promising start for Duracell in the competitive arena of Super Bowl advertising.