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NEW YORK Duracell this week will launch a TV commercial that focuses on sudden cardiac arrest and automatic external defibrillators (AEDs).
The 30-second spot was developed by independent shop Acme Idea Co. in Norwalk, Conn., in conjunction with Zoll Medical Corp. of Chelmsford, Mass. It will air on network programming such as Law and Order and The Apprentice. Duracell spent about $40 million on advertising in 2003, per TNS Media Intelligence/CMR.
Each spot in Duracell’s “Trusted Everywhere” campaign compares two different, yet parallel, uses of Duracell batteries in electronic devices, one in an everyday situation and the other in a critical one.
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