New Duracell Commercial Focuses on Firefighter Safety
Duracell Press ReleaseFlashlightNews.org - 10/17/2006
New television spot expands 'Trusted Everywhere' advertising campaign to firefighting profession
Duracell Batteries
BETHEL, Ct. - Duracell today extended its highly successful "Trusted Everywhere" advertising campaign with a new commercial depicting the experiences of the over one million firefighters in the United States and highlighting a critical communications tool that helps keep these brave men and women safe.
The new television spot, which marks the thirteenth in Duracell's long-running ad campaign, was developed in partnership with Grace Industries, a leading manufacturer of innovative safety devices. Entitled "Fire," the 30-second commercial opens with a firefighter listening to music on his headphones during a calm moment at the firehouse. The peaceful setting then dramatically shifts to a more harrowing one, portraying firemen racing to extinguish a wild blaze, while fiery debris falls to the ground around the crew. The powerful images demonstrate the importance of emergency communications devices like the Duracell-powered T-PASS III, a vibrating signal and sound device that alerts firefighters when the commander has determined it is critical to evacuate a building.
Like its predecessors, the new commercial supports the importance of using a dependable source of power and delivers a lasting message ... electronic devices can be trusted to work when powered by Duracell batteries.
"Firefighters across the country put their lives in harm's way everyday," said Mark Bertolami, vice president, global marketing and general manager, North America-Duracell. "These courageous men and women confront danger to protect other members of their communities, and we are proud that our batteries can help protect them."
The "Trusted Everywhere" campaign, now its fourth successful year, is designed to reinforce the power of Duracell batteries by contrasting two uses of electronic devices -- one in an everyday situation and the other in a vital capacity. The new commercial debuts the week of October 16, 2006, and will air on network and cable programs nationwide.
About Duracell
Part of the Procter & Gamble Company (NYSE: PG), 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.
About Procter & Gamble (NYSE: PG)
Three billion times a day, P&G brands touch the lives of people around the world. The company has one of the strongest portfolios of trusted, quality, leadership brands, including Pampers®, Tide®, Ariel®, Always®, Whisper®, Pantene®, Mach3®, Bounty®, Dawn®, Pringles®, Folgers®, Charmin®, Downy®, Lenor®, Iams®, Crest®, Oral-B®, Actonel®, Duracell®, Olay®, Head & Shoulders®, Wella, Gillette®, and Braun. The P&G community consists of over 135,000 employees working in over 80 countries worldwide.
Please visit http://www.pg.com for the latest news and in-depth information about P&G and its brands.