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Getting Teflon and DuPont to Stick Together

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NEW YORK A sweet, cheerful cooking show host becomes a raging harpy all because her muffin pan lacks Teflon in Ogilvy & Mather's first spot for DuPont since the chemical giant consolidated its $68 million account in May.

The goal of the 30-second TV commercial, which began airing this week on network and cable, is to join Teflon and its maker, DuPont, in the public mind, said John Seifert, a managing director at New York-based Ogilvy who worked on the ad.

"One of the things we want to do is re-connect the meaning of DuPont with its brands that may be famous in their own right, like Teflon, but not necessarily thought of as a DuPont property," Seifert said.

In the first of three spots to feature chefs, the ad opens what seems to be a Food Network-type show, Fresh From Trudy's Oven. Trudy's "ginger-glazed carrot muffins" are ready to be removed from the oven, but they don't seem to be ready to pop out of the baking pan. As her gentle shakes of the pan fail to dislodge the muffins, Trudy's mood darkens and she begins wildly banging the kitchen island. "Oh! There's my muffins!" she seethes as she flings the pan behind her.

A slightly amused voiceover comes on: "Cooking without Teflon isn't any fun. Stick to Teflon, only by Dupont."

Ogilvy plans to release the next two chef-themed spots over the next two weeks.