Duracell, the official battery power of the all-new “Star Wars: The Force Awakens” toys, is powering imaginations everywhere this holiday season with the release of its new film, “Battle for Christmas Morning.” The spot features a 14-year old boy and his 9-year old sister entering a limitless world of creativity once Duracell Quantum batteries are inserted into their new lightsaber toys. The 60-second spot, which features appearances by original Star Wars characters, C-3PO and R2-D2, highlights the power and importance of imagination for the whole family.
“There is no greater imaginative play moment that spans generations than the release of a new Star Wars motion picture. This holiday season, families from across the globe will be powering up new toys from “Star Wars: The Force Awakens,” said Jeff Jarrett, marketing director, Duracell. “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 as long as their children’s imagination.”
As a promotional partner of “Star Wars: The Force Awakens,” Duracell collaborated with many of the forces behind Star Wars, including Disney, Lucasfilm, Industrial Light & Magic (ILM) and Skywalker Sound to create an authentic Star Wars experience and bring this action story to life. “The Battle for Christmas Morning” received expert guidance from famed cinematographer, Daniel Mindel and was shot on an all-new anamorphic camera lens and aspect ratio – only used previously on the new Star Wars film. The spot was directed by Star Wars fan and director of “Night at the Museum” film series, Shawn Levy.
“This ad is a whole story within a finite number of seconds; a boy gets a lightsaber on Christmas morning, he pops in his Duracell batteries to power up his toy and suddenly, within the real world, is this injection of make believe and imagination,” said Shawn Levy, director. “It’s really about the transformation from the real into the fantastical and how these little batteries provide the juice for this whole imagined universe and adventure.”
In an effort to provide more children with the opportunity to power their imagination, Duracell is continuing its commitment to Toys for Tots with a 1 million battery donation this holiday season. Duracell is also encouraging parents everywhere to give Star Wars toys to Toys for Tots so that every child can experience the joy of imagination in the Star Wars world.