• by Danielle Oster , January 15, 2025

Duracell will run its first national broadcast Super Bowl ad during this year’s game Feb. 9

The battery brand’s big game debut will feature its recently introduced Duracell Scientist character,  and build on the messaging of its “Built Different” campaign.

“There is no better stage than the Super Bowl to communicate at scale the fact that Duracell is built different,” Duracell President and Global CMO Ramon Veluntini told Marketing Daily, adding that the brand felt “the time is right” for its Super Bowl debut following the launch of the Duracell Scientist character and holiday “Built Different” campaign. The brand said the new character was its first new spokesperson since 1988.

Duracell declined to share when during the Super Bowl the 30-second ad will run, and will not share the ad ahead of the game, in order to retain an element of surprise with viewers. Veluntini confirmed that the national broadcast spot will be accompanied by unspecified supporting elements during Super Bowl Sunday. Creative agency VaynerMedia worked with Duracell on the campaign.

 “VaynerMedia has been a great partner for Duracell for the past few years and have earned the opportunity to take a big swing with us on this campaign,” Veluntini said.

Duracell’s big game debut will also help set the tenor for the brand’s ad messaging for the remainder of 2025.

“Our message will be consistent for the year and will focus on shining a light on the fact that Duracell is built different because we are the only batteries with Power Boost ingredients,” Veluntini said. “We will use the ad for a period of time after the game, and the campaign will also remain for the foreseeable future.”