In the “All Powerless” commercial from agency Deutsch L.A. (creators of Volkswagen’s beloved 2011 Super Bowl ad, The Force), gravity ceases to function, penguins fly, fish fall from the skies, hurricanes blast across Nebraska, tsunamis pound Paris and—in keeping with the Big Game’s penchant for animal high jinks—dogs walk their owners on leashes.
Mophie hired Deutsch to handle the Super Bowl ad, which also happens to be its first broadcast debut. Ross Howe, vp of marketing at the Tustin, Calif.-based company, said the Super Bowl was a no-brainer for the novice advertiser.
“Beer, candy, cars—they’re all on the Super Bowl. We’re trying to establish a new market with this ad. There’s 10 percent category awareness, 9 percent brand awareness for us. There’s no better opportunity than the Super Bowl to get attention for your brand,” he explained.
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