W+K New York Shows How Cheap Batteries Can Lead to Fantasy Draft Regrets for Duracell

By Erik Oster 

It’s hard to believe that football season is on the horizon, but somehow it’s already week two of the NFL preseason. That means the most obsessive of NFL fans are already thinking about their fantasy football drafts, something that informs the latest theme for W+K New York’s “Trust is Power” campaign for Duracell.

A timely spot by the agency explores what can go wrong on draft day if your wireless mouse runs out of batteries.

“Fantasy Draft”opens by asking if you need “the most trusted battery” for your wireless mouse, before showing the consequences of an inferior product. In this case, it’s the computer auto-drafting a kicker in the seventh round.The way the protagonist agonizes over the mistake for the remainder of the ad is easy to sympathize with, even for those of us who don’t know much about fantasy football.

The ad concludes with him using Duracell batteries, thus avoiding months of agonizing over his roster. It’s the latest in the  campaign W+K launched back in January of 2017, after winning creative AOR duties for Duracell the previous October.

While W+K’s “Trust is Power” campaign has focused on humorous scenarios, the agency tackled a much more serious topic when it worked with Duracell on an “Island Without Power” branded documentary which launched last December in the wake of the destruction Hurricane Maria brought to Puerto Rico.

Agency: W+K New York
Executive Creative Director: Karl Lieberman
Creative Director: Eric Helin
Creative Director: Stuart Jennings
Copywriter: Howard Finkelstein
Art Director: Grant Mason
Head of Integrated Production: Nick Setounski
Executive Producer: Alison Hill
Producer: 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 Managers: Sonia Bisono, Tina Wyatt

Production Company: Arts & Sciences
Local Service Company: Suneeva
Director: Matt Aselton
Managing Director: Mal Ward
Executive Producer: Marc Marrie
Head of Production: Christa Skotland
Producer” Zoe Odlum
Local Producer: Ian Webb

Editorial Company: Arcade Edit
Editor: Dave Anderson
Cutting Assistant: Samuel Barden
Executive Producer: Sila Soyer
Producer: Fanny Cruz

VFX Company: Framestore
Executive Producer: Sarah Hiddlestone
Producer: Lily Tilton, PJ Stegall
VFX Shoot Supervisor: Matt Pascuzzi
2D Lead Flame Artist: Liz Yang
2D Flame Artist: Raul Ortego
2D Artists: Jose Arauz, Zavier Mojica
Coordinator: Aaron Batista

Telecine Company: Company3
Colorist: Tom Poole
Producer: Alexandra Lubrano

Mix Company: Sonic Union
Mixer: Steve Rosen
Producer: Pat Sullivan