• by Fern Siegel , January 20, 2025

In its first Super Bowl campaign, Duracell relies on beefcake to push its "Built Different" campaign.

“Duracell is using the Big Game to introduce their new spokesperson, the Duracell Scientist, to show the world that not all batteries are the same — only Duracell has power boost ingredients for your most important devices,” Seth Jacobs, executive creative director, VaynerMedia, told Agency Daily.

The Super Bowl ad will run after the game and the "Built Different" tag will sustain 2025 advertising.

Previously, a 30-second ad from VaynerMedia pushed the key elements in Duracell batteries, aided by its muscular spokesman. Spots are also running on Instagram and appeared at the Formula 1 Race.

The Duracell Scientist is a shift for the company, the first new brand character in more than 35 years. The company also ran a campaign with "Vanderpump Rules" star Ariana Madix last year.

Vayner Media's brand work includes Diageo, Coach, Tubi and Visa.