Trust Your Power -- Duracell Commercial

http://www.youtube.com/watch?v=KdRrP1Kh9TU

Airing in late 2012, Duracell batteries released its “Trust Your Power” extended commercial featuring 49ers captain linebacker Patrick Willis. Willis, known for his rags to riches type background, was the perfect candidate for a commercial passed on power, and its long lasting abilities. The clip features a side-by-side narrative of Willis working out on the track, and a young (unnamed boy) growing up before our eyes. The boy appears to struggle with bullying at school, but takes out his aggression in the weight room and on the football field. This use of anger as motivation is one of the ultimate traits of masculinity. Men seek to emulate this ideal, especially on the football field. Aggression has always been linked to anger, and while it can be used towards a positive goal, it is often mishandled and aimed towards destruction. This ad noticed this, and creates a story about how power and aggression can be harnessed on the football field, and Patrick Willis is the model to follow.

            As the boy begins to mature, we see that it is really Willis who is growing up in front of our eyes.  Clips of his days at Ole Miss University begin to paint the picture of power that Duracell wants us to see. Most of the tape shows Willis making smart reads on the field, and the destroying an opponent in the backfield. It ends with him walking out on to the San Francisco 49ers’ field, recognizing his power, and using it towards bettering his football career.

            The commercial emphasizes working out, and commitment towards achieving a goal. Willis’ story plays out into a perfect ad campaign for a battery. It is always working, always powering, and never stops until it has nothing left. This is also something that would be associated with the sporting ethic. Notably, Duracell uses a male only commercial to for its campaign. While I am sure that there would be many female characters viable for this ad, Willis is someone who embodies the sporting ethic, while also appealing to the largest sporting fan base in the US, the NFL.

            So what kind of message is Duracell sending? Do they want us to believe that masculinity is exclusive to power? Is power and aggression a good form of masculinity? Ultimately, that is exactly what Duracell is saying. Using a child’s progression is also a tactic of softening this trait, and making a connection to the viewers on a sentimental level. Aside from what you may think about the representation of masculinity in the media, Duracell does a good job of making the game of football look like a sport that preaches growth over violence. Because of the turbulent view of masculinity, a commercial like this might be taken for something other than what it is intended for. However, Duracell proves that masculinity can be seen as something other than violent, and Patrick Willis’ journey through the game of football is the vehicle is uses.