Duracell and Warner Bros. Bring Super Hero Powers to Duracell 'Trusted Everywhere' Ads
Duracell Press ReleaseFlashlightNews.org - 06/09/2006
Duracell Batteries
BETHEL, Ct. - Duracell this week revealed a Super Hero-themed commercial as the latest spot in its successful "Trusted Everywhere" advertising campaign. The new ad, entitled "Superman," was unveiled as a part of an integrated promotional partnership with Warner Bros. Pictures, tied to the release of the Studio's forthcoming action adventure Superman Returns, which arrives in theaters on June 28.
The 15-second spot begins with several visual cues from the movie - Clark Kent's black-rimmed glasses, Superman's telltale red and blue uniform and red boots and a picture of Lois Lane. The camera then shows a close-up of Superman focusing on an alarm clock ringing on a bedroom nightstand as he uses his X-Ray vision to reveal a Duracell battery inside.
It is a unique "tongue and cheek" treatment in which the overall takeaway of the spot is that everyone, even Superman, has to depend on a battery. This is highlighted by the copy line - "even a Super Hero has to get up in the morning. Duracell...Trusted Everywhere."
The commercial began airing on network and cable shows on June 5, marking the eleventh ad in Duracell's long-running "Trusted Everywhere" campaign. The campaign, which debuted in September 2002, creates an emotional platform that leverages trust as a powerful equity of the Duracell brand.
Along with the new commercial, Duracell will introduce several promotional extensions including Superman-themed retail displays and special packs containing a free Superman Returns Powerlight. The special packs, offered in AA 8-packs, will be available nationwide at participating retailers beginning this month.
"We're delighted to partner with Superman Returns, which promises to be a summer blockbuster," said Mark Bertolami, vice president of global marketing, Duracell. "We've had tremendous success with previous entertainment-based advertising and promotional campaigns. These programs appeal to consumers, create strong value for retail partners and provide a creative way for us to reinforce that consumers can trust Duracell to power their important devices."
About Superman Returns
Following a mysterious absence of several years, the Man of Steel comes back to Earth in the epic action-adventure Superman Returns, a soaring new chapter in the saga of one of the world's most beloved superheroes. While an old enemy plots to render him powerless once and for all, Superman (Brandon Routh) faces the heartbreaking realization that the woman he loves, Lois Lane (Kate Bosworth), has moved on with her life. Or has she? Superman's bittersweet return challenges him to bridge the distance between them while finding a place in a society that has learned to survive without him. In an attempt to protect the world he loves from cataclysmic destruction, Superman embarks on an epic journey of redemption that takes him from the depths of the ocean to the far reaches of outer space.
Superman Returns will be released worldwide by Warner Bros. Pictures, a Warner Bros. Entertainment Company. www.supermanreturns.com
About DC Comics
DC Comics, a Warner Bros. Entertainment Company, is the largest English-language publisher of comics in the world and home to such iconic characters as Superman, Batman, Wonder Woman and the Sandman. These DC super heroes and others have starred in comic books, movies, television series (both animated and live-action) and cyberspace, thrilling audiences of all ages for generations. DC Comics' Web site is located at www.dccomics.com. SUPERMAN and all related characters and elements are trademarks of and (C) DC Comics.
About Duracell
Part of the Procter & Gamble Company (PG:NYSE), Duracell is the world's leading manufacturer of high-performance alkaline batteries. Duracell also sells various other types of batteries including lithium and zinc air batteries as well as rechargeable nickel-metal hydride batteries and chargers. The company also markets general purpose flashlights. Visit www.duracell.com for more information about Duracell batteries.
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