Watch a Hunky Scientist Recharge Duracell's Creative Batteries

Holiday hijinks from VaynerMedia

Meet the Duracell Scientist. He’s a hunky brainiac, ready to pump up your holidays with a special blend of nickel and lithium.

The bespectacled boyo in a lab coat makes quite a first impression. He’s all about batteries (d’uh), lifting heavy stuff (why not?) and putting clueless shoppers in their place (dad had it coming).

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Nice flex, Duracell.

This marks VaynerMedia’s debut for the brand, and represents a change of pace. Duracell’s traded in yuletide tropes of late, with Rudolph Reindeer and related cuteness.

Those ads were fine, but nothing special.

Mr. Scientist seems more Gen Z-focused and memorable. The tagline, “Built Different,” echoes Apple’s famous slogan of yore. Odd choice. Maybe it’s supposed to be cheeky?

All in all, Duracell’s silly self-awareness seems merry and bright. Such stuff makes for shareable social stocking-stuffers, too.