Hey that guy throws pretty good, but he announces like a robot…

If you listen to culture, culture provides. We turned a pretty common review of Tom’s broadcasting into proof that Duracell and Tom are Built Different.

And it hit all the Super Bowl milestones. I think the final number was something like 7.5 billion impressions.

But, much more fun than that, people liked it. The fakeout worked. It played well around the water cooler. AdAge landed us in the Top 5 (thanks, Tim!). A few people I hadn’t talked to in a while texted me. Nice.

Duracell had the gumption to do something that proved their “Built Different” tagline rather than just say it (huge kudos there, Duracell) and the effects were huge. This spot has been credited as increasing their marketshare to record levels in 2025 and turning the tides on a previously stagnant battery category.

Good work works. Go figure.