Our objective was to increase relevancy with Millennial consumers aged 18-34 by showing Duracell as the Trusted Battery Power of the NFL. We were challenged to leverage all-pro linebacker, Patrick Willis, to deliver on the two brand pillars, trust and power.

The video was premiered in-stadium at Candlestick Park during the first home game for the San Francisco 49ers. Immediately following its debut, the video was released on YouTube with a strong PR push and a custom designed seeding plan. The full 2:00 version was also featured on various sporting websites and aired on NFL Network.