Duracell’s latest holiday campaign introduces a fresh, quirky character: the “Duracell Scientist.” This bespectacled, lab-coat-clad “hunky brainiac” is set to bring some scientific flair and muscle to the holiday season, blending nickel and lithium with humor and attitude.
This marks VaynerMedia’s debut campaign for Duracell, and it’s a noticeable departure from the brand’s usual yuletide cheer featuring Rudolph and holiday cuteness. While previous ads leaned into familiar seasonal themes, this new character-driven approach feels geared toward a Gen Z audience, offering a more modern and memorable twist on holiday advertising. The tagline, “Built Different,” seems to playfully nod to Apple’s iconic slogan, adding a winky-winky layer to the creative.
In the spot, the Duracell Scientist makes a memorable entrance, balancing his passion for batteries with physical feats and a knack for putting clueless shoppers—like an unsuspecting dad—in their place. Watch below:
“We collaborated with director Vincent Peone, who’s a master at in-the-moment improv,” says VaynerMedia N.Y. Executive Creative Director Seth Jacobs in an interview with Muse. “From breaking the fourth wall multiple times to shouting about Power Boost ingredients and lifting entire shopping carts one-handed, our shoot was filled with laughs, which is always a positive sign.”
With its silly self-awareness and fun, shareable vibe, the Duracell Scientist’s debut brings a unique and humorous energy to the brand’s holiday season lineup—perfect for filling social feeds with festive cheer and a touch of science.
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