Duracell is serving up a holiday version of its Trust is Power campaign, in which the consequences of using non-Duracell batteries prove catastrophic, with a spot in which Santa Claus himself falls from grace.

In the funny new ad, directed by Andreas Nilsson for Wieden & Kennedy New York, Santa ponders the outcome of choosing a different battery. First, chaos ensues as a series of screaming kids have meltdowns when their toys don't work. He's threatened by an angry mob on live TV. A boardroom of elves decides to fire him, and he's replaced by a smooth-looking younger Santa. His sleigh is repossessed and he gets a roasting on social media. Even Rudolph deserts him. Thank goodness it's only in his imagination.

The film is accompanied by a series of radio Christmas carols and social content.