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

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.


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

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