El Segundo, CA, April 14, 2026: Batteries Plus and independent marketing agency Wpromote are launching the brand’s largest-scale marketing campaign in the company’s history under their newly established “ Experts in Charge” brand platform that finds the charm in a category that most people only think about when something stops working. The tongue-in-cheek campaign leans into the universal truth that nothing makes you feel more helpless than a dead battery. And nothing fixes that feeling faster than someone who genuinely–possibly too enthusiastically–knows exactly what you need.
Each spot introduces a Batteries Plus employee who is, to put it generously, very into their job. Deeply knowledgeable, a little obsessive, and exactly the kind of person you’d want to find when your key fob dies in a parking lot.
The broadcast campaign features a series of comedic :15 spots, including “Chirp Chirp,” where an employee proudly displays a crocheted key fob pillow while her coworkers enthusiastically commit to the bit behind her with full light and sound effects. The campaign also includes four additional :15s, “Pinata,” “Fisherman,” “Champ” and “Costumes.”
“Each ad starts with a clear benefit, then throws in a fun, over-the-top twist,” said Chris McGee, VP Marketing at Batteries Plus. “They’re designed to be memorable, spark conversations, and get new faces into our stores.”
The campaign also includes a series of “power ballad” radio spots featuring 1980s hair band tracks and battery-obsessed lyrics. The kind that get stuck in your head long before you register that someone is passionately singing about batteries.
“Batteries are one of those things people don’t think about until they suddenly need one, and that moment can feel stressful or overwhelming,” said Jon Sica, President at Batteries Plus. “Our goal with this campaign is to show that when you walk into our stores, you’re met with approachable experts who can take that pressure off your shoulders—and maybe even make the experience a little more enjoyable.”
Led by Wpromote SVP, Head of Creative Justin Hooper and Group Creative Director Steve Williams, the campaign will run across broadcast, radio, paid and organic social, web, email, and sales events.
Adds Hooper, “We’ve all been in a store where nobody could help us. This campaign is about the opposite of that. The bar we set was simple: make these employees feel like people you’d actually want to spend time with. Not someone rattling off a product list, but a real expert who happens to be a little weird about it. Batteries Plus gave us a lot to work with.”
