Duracell has launched a campaign revolving around the ‘always powered’ theme to promote the Duracell Powermat wireless charging system, which allows your mobile devices to be charged 24/7. In the new ad, the brand focuses the opportunities the product provides rather than emphasizes the device itself, and the appearance of famed rapper Jay-Z in the end of the video makes us want to buy Duracell Powermat right now.
The system for iPhone charging was unveiled earlier this summer, and Duracell has already collaborated with a range of partners including Madison Square Garden and General Motors, to spread the system in NYC. So far, it’s available only in New York and online, but it’ll come to national outlets this fall. “Today’s smartphones are our right hand: evermore powerful, but at the same time ever quicker to run out of power, barely lasting through the afternoon. With The Duracell Powermat 24 Hour Power System, users can now fully utilize their phone throughout the day without having to worry about the battery life. And, with our upcoming Wireless Power Nation, this will get even easier. People will be able to charge wirelessly on embedded ‘wireless power hot spots’ in public venues where they travel and interact throughout their day. All they will need to do is put their phone on the table, same thing they normally do. The only difference is that now, their smartphones will get charged from the table,” commented Ron Rabinowitz, Duracell Powermat CEO.
The new spot, promoting Duracell Powermat, opens with a NYC morning view, in the busy city people are constantly using their numerous mobile devices—being connected means living to them (in the black and white settings charging level of their mbile devices is indicated with cloud images of a battery in bright colours). The video’s protagonist is part of this city, he’s a guy who also goes from home to the office, then to the café and to the night club, but thanks to the Duracell Powermat wireless charging system he’s always powered either through the mat at home, the special portable backup battery he carries with himself, or a wireless charging hotspots. The ad ends with an awkward situation—the guy takes his white iPhone in the Duracell Powermat case form the table, where it was charging through the spot, but it turns to be Jay-Z’s phone and the celebrity wants it back. “ A 24-hour city needs 24-hour power,” says the voiceover in the commercial, and the voice of Jay-Z adds, “Never be powerless.”
«In today’s society our mobile devices have become essential tools in business, entertainment and managing our social lives. Duracell Powermat has recognized a real need in today’s world. The ’24 Hour Power System’ is a way to keep connected without the worry of losing battery life. Being able to charge wirelessly is a necessary step into the future and Duracell Powermat is leading the way,» shared Shawn ‘Jay-Z’ Carter, an investor in Duracell Powermat and staunch advocate for wireless technology.