Even battery-charging smartphone cases. Has Deutsch LA topped the Super Bowl ad contest with this one?

Mophie makes battery-charging smartphone cases and batteries for phones and tablets. Deutsch has used god to make those products matter in an environment as noisy as a Taylor Swift concert – the Super Bowl.

Kudos to Finch director, Christopher Riggert, for making a film that rivets its audience’s attention all the way through to the tagline.

In All Powerless, the world is in an apocalyptic meltdown….because god’s battery has died.

“When you’re out of battery, your world falls apart,” explained Ross Howe, Mophie’s vice president-marketing.

…Which might have been the ad’s tagline except that Deustch used, “When your phone dies, god knows what can happen.”

Mophie? No, it’s not a little company. It’s a new-ish one (born in 2005). It’s also a whole new category. According to Forbes, it has been growing in triple digits. That made 2013 a year with US$215 million in revenue.

“We have such a large piece of the category, it’s not possible to increase any more market share; we’re trying to increase the whole size of the pie,” Howe stated.

Mophie has never advertised on air. Its 30 second Super Bowl buy is therefore, a debut on steroids. The 60 second version of the ad is running elsewhere and online.

“We’re in a really unique situation. We have an amazing fan base. We’ve had tremendous growth. If we were going to keep momentum going, we had to add fuel to the fire. In 2015, we knew we were going to do some broadcast advertising. If you’re trying to sell the story and introduce the brand to America, there’s no better platform than the Super Bowl,” Howe commented.

Moreover, if the game goes into overtime, Mophie will give away US$1 million worth of its products to consumers who sign up online.

Creative credits:

Director: Christopher Riggert (Finch Productions)
Production company: Biscuit
Managing director: Shawn Lacy
Executive producer: Holly Vega
Producer: Karen O’Brien

Agency: Deutsch LA
Chief creative officer: Pete Favat
Executive creative director: Matt O’Rourke
Creative directors: Gordy Sang & Brian Siedband
Director of integrated production: Vic Palumbo
Executive integrated producer: Rachel Seitel

Editor: Grant Surmi
Executive producer: Angela Dorian
Producer: Cristina Matracia

VFX Lead: Jesse Monsour
Executive producer: Jennifer Sofio Hall
Producer: Zach Wakefield