Duracell activates Williams F1 racing tie-up via 'Screaming Laps & American Drivers in Energy' campaign

May saw Duracell promote its AA batteries through a visually striking and multi-market ‘Energy’ campaign activating its official partnership with the Williams Racing Formula 1 team.

The integrated campaign, developed in harness with agency VaynerMedia, California production house Los York and virtual/digital producer Impossible Objects (with Unreal Engine), is built around a series of 30- and 15-second spots running across TV, cinema and digital.

The creative features this season’s Williams Racing FW45 race car roar into life and hurtle round a track at speeds up to 200mph: complete with breath-taking imagery that blends live footage and 3D CGI graphics

The anchor commercial, titled ‘Duracell x Williams Racing: Energy’, dropped on 5 May across television and the brand’s own online platforms.

The spot explains how “Duracell’s latest technology helps power Williams Racing. The only batteries with PowerBoost ingredients – making them the most advanced Duracell batteries ever” and urges viewers to “Put the disposable battery trusted by Williams Racing in your devices. Only Duracell with PowerBoost Ingredients.”

https://www.youtube.com/watch?v=Ew86xLTvuyg

It is supported by a set of cut-downs, plus supporting spots including ‘The American’ (featuring US driver Logan Sargeant) and ‘Scream’.

https://www.youtube.com/watch?v=QjE1auHXhYk

https://www.youtube.com/watch?v=AT33sgzJuq4

https://www.youtube.com/watch?v=hURl07b7MYQ

https://www.youtube.com/watch?v=w5LjtnqyjJQ

The creative agency was VaynerMedia North America where the team included Creative Director Kyle Arango, Associate Creative Directors Kevin O’Connell and Luke Ulery, Account Directors Lisa Harap and Tara Levy and Producer Sam Reinstein.

Production was organised through Los York with Directors Ergin Kuke and Seth Epstein, plus Creative Director Rrgin Kuke, Managing Director Melina Osornio-Andrade and Producers Matt Rudge and Brandon Stevenson. “Unreal Engine was the right tool at the right time,” said Los York Founder and Chief Creative Director Seth Epstein. “It suited the client’s brief and gave us the flexibility to create photoreal racing sequences that are visceral and intense.” 

Comment

This activation is another example of the growing virtual production trend which has become a mainstream technique since the pandemic.

It was in February 2022 that Duracell and Williams F1 Racing first unveiled a new multi-year partnership which spans on-car and race suit branding, as well as joint marketing collaborations.

At the time of the original announcement, Jost Capito, Team Principal and Chief Executive at Williams Racing, commented: “I am so proud of this partnership between Williams and Duracell, and I am grateful for the trust and confidence they have put in us. Having their name on the side of our car is a personal highlight for me, as my nickname for 30 years has been Duracell – because I never run out of energy. I am very much looking forward to our work together.”

Sport has long been an important pillar in Duracell’s marketing mix and previous notable activations have ranged from leveraging the 2022 FIFA Men’s World Cup through #BunnyKeepyUppy and 2020’s short-term #PowerOn brand partnership with Chelsea FC.

This case study originally appeared on Activative: which offers clients creative and strategic intelligence to fuel game-changing sports and sponsorship marketing. www.activative.co.uk