Generally, crafting a Super Bowl ad involves months of concept development and production, with planning often beginning a year in advance. However, Duracell, despite making its Super Bowl debut, managed to complete the entire process—from planning to production—in just 40 days. The commercial mimics a real Super Bowl broadcast, tricking viewers into thinking the game is resuming. Suddenly, legendary football player Tom Brady, seated in the announcer’s booth, drops his chin as if he has run out of power. Enter the “Duracell scientist,” who opens Brady’s arm, revealing a battery designed to resemble Duracell’s rival brand. He replaces it with Duracell’s battery, explaining that “winners like Tom here only run on Duracell” and that “only Duracell has Power Boost Ingredients.” As soon as the new battery is installed, Brady springs back to life. When fellow commentator Kevin Burkhardt asks if he’s okay, Brady, visibly irritated, responds: “Why does everyone keep asking me that since the roast*?” Just before the ad ends, the Duracell scientist dashes off, adding that Gronk (also a famous football player) needs a replacement too. Despite its short production timeline, Duracell’s ad was cleverly designed to feel like a seamless extension of the broadcast rather than a traditional ad, all while effectively incorporating humor and showcasing the features of its new battery.

*The Roast Here, referring to the 2024 Netflix series The Roast of Tom Brady. A roast is a form of stand-up comedy where a celebrity is humorously teased andmade fun of.