“We wanted to be engaging and interruptive without obscuring Powermat's functionality,” said Harry Woods, partner and co-creative director at WWD&S. “In other words, be product focused but in a surprising way,” added longtime partner Gill Witt. “We set out to capture the ‘what the &*#@?’ response people have when experiencing Powermat for the first time,” said Woods.

Or in these kids case, the realization they can score chicks with it, because lets face it, it's a really really cool gadget.

OOH and campaign background available here

Ad agency: Woods Witt Dealy & Sons (WWD&S) Creative Directors: Harry Woods/Gill Witt Writer: Harry Woods Art Directors: Gill Witt, Dan Gearity, Chris Pace, Hez Kim, Jang Cho, Eric Altbush, Steve McCarron Broadcast Producer: Rob Farber Print Producer: Jeff Greenberg Digital Producer: Michael Daly Int’l Sr Project Mgr: Stephanie Fagan Project Mgr: April Kandel Project Mgr: Angel Zhang Director Acct Ser: Phyllis Dealy

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Dabitch Creative Director, CEO, hell-raising sweetheart and editor of Adland. Globetrotting Swede who has lived and worked in New York, London, San Francisco, Amsterdam, Copenhagen and Stockholm.