Duracell features first responders for launch of premium line

07/22/2013 | New York Times (tiered subscription model), The

Duracell is launching a new premium line of batteries, a copper-and-red iteration called Quantum, with an online and TV campaign from Acme Idea Co. featuring first responders and a voice-over from Jeff Bridges. The first TV ad, premiering next week, shows firefighters rescuing people from a collapsed building during a storm, with Bridges saying, "The next storm is out there, but so are the heroes, so we're giving a million Duracell Quantum to first responders everywhere."

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