How bad batteries ruined a fantasy football fan's entire season

Wieden & Kennedy New York continues Duracell's 'Trust is Power' with a well-timed spot for draft devotees

By I-Hsien Sherwood. Published on Aug 08, 2018

Editor's Pick

In its latest ad, Duracell reminds you not to be left powerless in clutch moments--like during a high-stakes fantasy football draft. It happens to this poor sap who gambled on bargain batteries and because of it, ends up drafting a kicker (albeit a good one, the Baltimore Ravens' Justin Tucker) in the seventh round.

The seventh round! That's far too early, and a waste of a pick--as most fantasy football players would attest.

For the spot's protagonist, it's just one mistake, but one that goes on to haunt him for 16 long, painful weeks.

The spot is from Wieden & Kennedy New York and was directed by Matt Aselton of Arts & Sciences. The aforementioned kicker Tucker will also star in an upcoming PSA-style spot reminding fantasy fans to prep with the right batteries. (Note: One player on our staff takes issue with the new ad's premise: "Justin Tucker is actually the best kicker in the league, and well--sometimes to get the best, you have to draft in the 7th round," he argues.)

The work is the latest in Duracell's long-running "Trust is Power" campaign, which demonstrates the terrible consequences of using batteries that aren't coppertops.Whether it's getting locked out and having to deal with neighbors, sitting next to an annoying seatmate on a long-haul flight or dealing with toys that won't turn on for Christmas morning, the situation just keeps getting worse before Duracell makes everything better.

Rate this Ad

You must be registered to rate this ad.
Please or Register Now

Most Popular


Aug 08, 2018
Executive Creative Director:
Karl Lieberman
Creative Director:
Eric Helin
Creative Director:
Stuart Jennings
Howard Finkelstein
Art Director:
Grant Mason
Head of Integrated Production:
Nick Setounski
Executive Producer:
Alison Hill
Alexey Novikov
Director of Brand Strategy:
Dan Hill
Brand Strategist:
Rachel Yoes
Account Director:
Mike Welch
Management Supervisor:
Meghan Mullen
Account Executive:
Jamie Robinson
Comms Planner:
Stuart Augustine
Business Affairs:
Michael Moronez
Project Manager:
Ava Rant
Traffic Manager:
Sonia Bisono
Traffic Manager:
Tina Wyatt
Production Company:
Arts & Sciences
Local Service Company:
Matt Aselton
Managing Director:
Mal Ward
Executive Producer:
Marc Marrie
Head of Production:
Christa Skotland
Zoe Odlum
Local Producer:
Ian Webb
Editorial Company:
Arcade Edit
Dave Anderson
Cutting Assistant:
Samuel Barden
Executive Producer:
Sila Soyer
Fanny Cruz
VFX Company:
Executive Producer:
Sarah Hiddlestone
Lily Tilton
PJ Stegall
VFX Shoot Supervisor:
Matt Pascuzzi
2D Lead Flame Artist:
Liz Yang
2D Flame Artist:
Raul Ortego
2D Artist:
Jose Arauz
2D Artist:
Zavier Mojica
Aaron Batista
Telecine Company:
Tom Poole
Alexandra Lubrano
Mix Company:
Sonic Union
Steve Rosen
Pat Sullivan

Need a credit fix? Contact the Creativity Editors


The Creativity Newsletter

The Creativity newsletter is editorially curated to spotlight the work that’s hitting the mark—or missing it altogether. Sign up to have it sent to your inbox.