Ad of the Day: Bone-Crushing Duracell Spots Look at the Same NFL Play From Two Angles

49ers vs. Seahawks

The 2014 NFL season is almost upon us. And while Duracell may have a tough time producing advertising on quite the level of its masterly Derrick Coleman spot from last winter, the pair of ads below—also by Saatchi & Saatchi New York—are neatly linked and should get your blood pumping for another season.

Directed by Christopher Sargent of Anonymous Content, the spots look at the same play from scrimmage in a game between the San Francisco 49ers and Seattle Seahawks—the foes in last year's NFC Championship Game. (Coleman's Seahawks, of course, went on to win the Super Bowl.)

The message isn't revolutionary: Duracell Quantum, the P&G brand's snazzy new battery, powers critical game-day communications for both teams (in devices like coaches' headsets). But the execution is nicely handled, ratcheting up the drama and leading both ads to the same violent, ambiguous conclusion.

For Saatchi, it's a nice beginning to a season that's ending prematurely, as Duracell recently selected Anomaly as its new lead creative agency in the U.S.


Client: Duracell

Spots: "Duracell Quantum Powers The San Francisco 49ers," "Duracell Quantum Powers The Seattle Seahawks"

Agency: Saatchi & Saatchi

Chief Creative Officer: Jay Benjamin

Executive Creative Director: Peter Smith

Creative Directors: Garrett Jones, Billy Jones

Senior Copywriter: Lincoln Boehm

Senior Art Director: Nathan Wigglesworth

VP, Executive Producer: Bruce Andreini

Production Company: Anonymous Content

Director: Christopher Sargent

Executive Producer: Jeff Baron

Producer: Paul Ure

Editorial Company: Whitehouse Post

Editor: Shane Reid

Assistant Editor: Sam Perkins

Senior Producer: Melanie Klein

Executive Producer: Lauren Hertzberg

VFX: The Mill

Executive Producer: Melanie Wickham

Producer: Alex Fitzgerald

Shoot Supervisor: Tony Robins

2D Lead Artist: Danny Morris

3D Lead Artists: Wyatt Savarese, Emily Meger

Colorist: Fergus McCall