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A long time ago, in a hospital far, far away …
Duracell returns to the Star Wars universe today, launching a holiday-themed tie-in to Rogue One: A Star Wars Story ahead of that film's release in December. The 60-second spot plays off Duracell's holiday donation of 1 million batteries to power toys at 147 Children's Network Miracle Hospitals nationwide.
Developed by Anomaly and directed in suitably cheeky-epic style by Simon McQuoid, "How the Rebels Saved Christmas" goes straight for the heartstrings, telling the tale of some heroic moppets on a mission of mercy:
"We wanted to continue our partnership with Star Wars this year and continue celebrating the power that imaginative play has on kids," Duracell marketing director Ramon Velutini tells Adweek.
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