Williams Racing Clocks Screaming Laps in New Duracell Campaign

VaynerMedia and Los York have created a visually stunning campaign for Duracell batteries featuring the Duracell sponsored Williams Racing Formula 1 team. The campaign promotes Duracell AA batteries. 

“Duracell's latest technology helps power Williams Racing,” says a voiceover in one of the campaign spots. “The only batteries with PowerBoost ingredients, making them the most advanced Duracell batteries ever.” 

In a series of 30 and 15-second spots for TV, cinema and digital, we see the Williams Racing FW45 Race Car roar to life and burst into speeds up to 200 mph on a race course. The breathtaking imagery is an integrated mix of live footage and 3D graphics created by Los York and Impossible Objects with Unreal Engine. 

“Unreal Engine was the right tool at the right time,” said Los York Founder and chief creative director Seth Epstein. “It suited the client’s brief and gave us the flexibility to create photoreal racing sequences that are visceral and intense.”