Duracell Makes History with Its First-Ever Big Game Ad Featuring Tom Brady
Duracell, one of the most well-known and trusted battery brands globally, took a monumental step in its advertising journey by debuting its first-ever creative ad spot during the Big Game on Sunday. The commercial, which aired during one of the most-watched television events of the year, left viewers surprised and entertained with a creative twist featuring none other than legendary quarterback and FOX NFL analyst, Tom Brady. The 30-second spot also featured FOX play-by-play announcer Kevin Burkhardt and introduced audiences to innovative Power Boost™ Ingredients in a way that seamlessly blended humor, intrigue, and product messaging.
A Power Outage on the Field?
The ad took an unexpected turn when Tom Brady appeared to suffer what seemed to be a sudden “power outage” on air, leading to confusion among viewers. As the broadcast momentarily left audiences in suspense, The Scientist, a recently introduced character representing the brand’s innovation and reliability, stepped in to save the day. Using batteries enhanced with Power Boost Ingredients, he humorously restored Brady’s performance, revealing a lighthearted and unexpected connection between the legendary quarterback’s abilities and Duracell’s unmatched battery power.
This creative approach not only captivated millions of viewers but also reinforced key brand message—performance and reliability matter, whether on the field or in everyday life. The playful twist at the end of the ad confirmed what’s really under those QB wristbands, leaving audiences amused while subtly highlighting Duracell’s superior battery technology.
Brady’s Take on the Partnership
Tom Brady, a seven-time champion quarterback and five-time MVP, is no stranger to pushing limits and redefining excellence. His involvement in the campaign was a natural fit, given the ad’s central theme of being “Built Different,” a concept Brady has embodied throughout his legendary career.
“This campaign with really resonated with me since it’s all about being built different – something I know a little bit about,” Brady said, reflecting on the campaign’s core message. “ has always been my go-to battery because of their commitment to never settling for the status quo, and always pushing boundaries.”
Brady’s sentiments mirror Duracell’s brand philosophy. The company has long positioned itself as a leader in the battery industry, consistently innovating and introducing advanced technology to enhance battery performance. The collaboration between Brady and Duracell felt authentic, as both have built reputations for being relentless in their pursuit of excellence.
Duracell’s Big Game Strategy
Duracell’s decision to make its Big Game debut was a strategic one. With an audience of hundreds of millions tuning in from around the world, the high-profile stage provided an unparalleled opportunity to showcase the brand’s newest innovations and reinforce its industry leadership.
“With a highly engaged audience in the hundreds of millions, the Big Game was the perfect stage to highlight how Duracell is Built Different,” said Ramon Velutini, President of Duracell North America and Latin America. “Deploying our recently introduced spokescharacter, The Duracell Scientist, alongside Tom Brady in our debut Big Game spot puts a spotlight on the Power Boost Ingredients, but does so with a wink that we think the audience will really enjoy.”
Duracell’s Power Boost Ingredients, featured in the ad, are designed to deliver longer-lasting power, ensuring consumers can rely on their devices when they need them the most. The integration of this feature into the storyline of the ad was a clever way to educate viewers on Duracell’s superior technology while keeping them entertained.
A Unique Blend of Advertising, Sports, and Entertainment
The ad’s playful, disruptive style embraced Brady’s well-established reputation for being Built Different, effectively tying his personal brand to message. Unlike traditional battery commercials that focus primarily on durability claims or comparisons, Duracell opted for a more engaging and humorous route—one that not only entertained but also left a lasting impression.
By incorporating Brady’s persona, a surprise plot twist, and the introduction of The Duracell Scientist, the brand successfully tapped into the intersection of sports, entertainment, and advertising. The result was a memorable ad that resonated with sports fans and everyday consumers alike.
Behind the Scenes: The Creative Minds at Work
Big Game commercial was crafted with the expertise of multiple creative agencies. The brand collaborated with VaynerMedia, a leading digital and creative agency known for its innovative storytelling, to bring the campaign to life. Additionally, Tom Brady’s own creative agency, Shadow Lion, played a key role in shaping the ad’s execution.
Beyond the creative aspect, EssenceMediacom managed media strategy, ensuring the ad reached its intended audience effectively, while Citizen Relations handled PR efforts to maximize visibility and engagement. The coordinated effort between these agencies contributed to the campaign’s success, making Big Game debut one to remember.
Consumer Reactions and Social Media Buzz
Following the commercial’s airing, social media platforms were abuzz with reactions from viewers who enjoyed the unexpected humor and clever storytelling. Many fans took to Twitter and Instagram to share their amusement over Brady’s “power outage” and the unexpected role of The Duracell Scientist in bringing him back to life.
Memes, GIFs, and commentary flooded the internet, with some fans humorously speculating on whether batteries had actually played a role in Brady’s longevity and success as an athlete. The campaign’s viral impact extended beyond the television screen, reinforcing Duracell’s presence in digital conversations and strengthening its brand engagement.
What This Means for Duracell Moving Forward
Duracell’s first-ever Big Game ad marks a significant milestone for the brand, setting the stage for future high-impact marketing initiatives. By leveraging a culturally relevant moment, a high-profile sports figure, and an engaging narrative, successfully demonstrated its ability to compete at the highest level of advertising.
The success of this campaign could pave the way for more entertaining and unexpected brand collaborations in the future, as Duracell continues to push boundaries in its industry. The introduction of The Duracell Scientist as a brand figure also hints at future storytelling possibilities, potentially leading to a broader marketing strategy that incorporates the character in additional campaigns.
Missed It? Watch It Again!
For those who missed Duracell’s Big Game debut, the ad is available to watch online. Whether you’re a football fan, a battery enthusiast, or simply enjoy creative advertising, the commercial offers an entertaining glimpse into how Duracell is redefining the way people think about batteries.
Duracell’s groundbreaking entry into Big Game advertising proves that even a household name in the battery industry can innovate, surprise, and entertain audiences in new ways. With a combination of humor, technology, and a legendary sports icon, the brand successfully delivered a memorable campaign that showcased its commitment to being Built Different—just like Tom Brady himself.
As the dust settles from the excitement of the Big Game, one thing is certain: Duracell’s debut was a powerful play that won’t be forgotten anytime soon.
