As global attention shifts toward sports as one of the few formats that still gathers audiences in real time, Duracell uses the moment to turn its long-term communication platform into a culturally relevant system, combining the “GOAT” narrative, product and media distribution into a unified whole.
Ahead of the World Cup, the brand launches a new campaign with Lionel Messi that builds on the previous concept developed with Tom Brady, reinforcing the ambition for “power” to be not just a functional product attribute, but a narrative that can scale across different cultural contexts.
At the center of the campaign is a 30-second spot developed in collaboration with VaynerMedia, built around a simple but effective idea: even the greatest can “run out of energy”. In the spot, Messi loses performance after using generic batteries, before being restored to form by the “Duracell Scientist” through the recognizable “power boost”. Visual and narrative elements remain consistent with the earlier Brady execution, building continuity and recognizability for the platform.
However, what makes this campaign strategically relevant is not only the creative concept, but the way it is integrated into the media and distribution ecosystem.
The campaign is designed as a multi-channel system including TV, streaming platforms, digital video, audio and social media, as well as formats on platforms such as YouTube and Amazon. Special focus is placed on airing during World Cup match broadcasts, where the largest number of simultaneous viewers is concentrated.
This approach reflects a broader industry shift. At a time when on-demand content fragments audience attention, sports remain one of the few “safe” media environments that guarantee mass reach in real time. For brands, this means a return to context, where advertising is not isolated content but part of an experience the audience actively follows.
This is exactly where Duracell sees the opportunity. Instead of a one-off campaign, it is building a platform that can be repeated and adapted to new cultural moments. Internally, the concept is already viewed as a scalable model, with the idea of connecting it in the future with other “GOAT” figures and relevant global events.
Alongside communication, the campaign extends to the product itself. In May, a limited edition of batteries featuring Messi’s visual elements, including his recognizable tattoo, will be launched, marking the first time Duracell integrates a partner’s identity directly into product design. This move further blurs the line between marketing and product, turning packaging itself into a medium.
Retail activations and prize contests further extend the life of the campaign, allowing fans to win signed products and football-related experiences, turning communication into participation.
In an era of fragmented attention, the combination of sports, global icons and a simple, easily understandable idea once again proves to be one of the most reliable ways to build visibility, as well as long-term relevance.
