Duracell: Hoodie by Wieden+Kennedy New York

New England-based Duracell has launched a TV spot, 'Hoodie' that features a Duracell battery as the Patriots coach, wearing a signature cut-off hoodie. The ad will air on local New England programming all weekend long.

The idea is that if batteries played football, Duracell would be the coach you want next to you.

In addition to the spot, Duracell will also engage in some fun real-time social banter on Twitter, Facebook and Instagram leading up to and during the game.