Duracell unveiled a holiday pop-up storefront window in New York City, the first of its kind for the brand. The window can be found at 101 Seventh Avenue South in the heart of Manhattan's West Village and will be on display for passersby through Christmas.
The window continues with the theme of chaos with what starts out as a lovely holiday setting - a Christmas tree topped with a larger than life Duracell Battery, children playing, toys buzzing, all soundtracked by Bing Crosby's "It's Beginning to Look a Lot Like Christmas," until it suddenly shifts.
The track screeches and an animatronic scene of Christmas chaos is revealed.
The lights flicker, the drone falls from the sky, dancing Santa halts and the whole things falls like dominoes. Without Duracell batteries, it's pure chaos.
The holiday window lives online too with a custom Snapchat geofilter and, for those not planning on being nearby, a making of video will follow next week.
The window was designed by agency Wieden+Kennedy New York.
Agency: Widen + Kennedy New York