Creativity

Because the Force Needs Batteries: Duracell Debuts Blockbuster 'Star Wars' Ad

Film's DP and 'Night at the Museum' Director Behind Action-Packed Ad

By Ann-Christine Diaz. Published on Oct 30, 2015

Editor's Pick

Earlier this year, Lucasfilm announced that it would be teaming up with seven major global brands in an effort to promote the upcoming Star Wars: The Force Awakens. It's no surprise that among them was Duracell, given that batteries will be a requisite for all the toy tie-ins rolling out along with the film.

To hype this partnership, Duracell just launched a new holiday spot, "Battle for Christmas Morning," which shows a young boy and his sister embarking on an out of this world Star Wars adventure after powering up his toy light saber with Duracell Quantum batteries.

The spot, "Battle for Christmas Morning," was created out of Anomaly and directed by Night at the Museum's Shawn Levy, a self-professed Star Wars fan. The ad features a slew of big-gun characters from the franchise, including C-3PO, R2-D2 and Stormtroopers as well as famous vehicles like AT-ATs and Tie Fighters.

Mr. Levy worked with the new Star Wars film's cinematographer Daniel Mindel on shooting the Duracell spot with a brand new anamorphic camera lens and aspect ratio that he used on the upcoming blockbuster.

"There is no greater imaginative play moment that spans generations than the release of a new Star Wars motion picture," said Duracell Marketing Director Jeff Jarrett in a statement. "This holiday season, families from across the globe will be powering up new toys from 'Star Wars: The Force Awakens.' In a world where screens are becoming more prevalent, Duracell wants to help parents encourage creative play by providing the batteries to power those toys to last

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About

Credits

Date
Oct 30, 2015
Agency:
Anomaly New York
Client:
Duracell
Director:
Shawn Levy
DOP/Cinematographer:
Dan Mindel

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