Duracell Powers Up With ‘Two Towers,’ Bon Jovi

NEW YORK Gillette division Duracell this week will break TV spots that extend its current “Trusted everywhere” campaign with tie-ins to the VHS/DVD release of The Lord of the Rings: The Two Towers and also with rock group Bon Jovi.

The effort will be anchored by two 30-second TV spots, via independent The Acme Idea Co., Norwalk, Conn., as well as print and other promotional support. Spend was not revealed. Duracell spent about $40 million on media in 2002, per TNS Media Intelligence /CMR.

The spots will be shown on such shows as ER, PrimeTime Thursday, CSI, The Practice, The West Wing, and Saturday Night Live as well as syndicated and cable programming. The “Trusted everywhere” campaign debuted last September.

The “Two Towers” spot shows Duracell as the only battery that director Peter Jackson trusted to power key devices required to produce the film, which is juxtaposed with shots of a youngster using a battery-powered flashlight to play with action figures from the film. The spot ends with a five-second promotional message regarding the VHS/DVD home video release at the end of August, with a special editon extended release due for October.

The second spot features Bon Jovi and shows how Duracell batteries help to power the band behind the scenes and on-stage, including their wireless microphones. A promotional tie-in with the band’s upcoming album release will be announced later this fall.

—Brandweek staff report