Put Duracell Batteries in Smoke Alarms or Read Your Dental Records

Duracell, the battery produced and marketed by Gillette, has become associated with a nationwide campaign to keep Australian smoke alarms working. Earlier campaigns, with the help of the pink Duracell bunnies, encouraged householders to change their smoke alarm batteries every April 1. This year’s campaign was more chilling. Viewers of the Duracell/Fire Services television advertisement were shown a family sleeping in their home, their dental records flashing up on the screen by their faces…

Tim Davis Dental Records in Duracell TV Ad

The voiceover says, “Without a working smoke alarm, this may be the only way your family could be identified. Because not all batteries are the same, fire services recommend smoke alarms are only fitted with alkaline batteries.”

4 Fillings
Root Canal Work

2 Fillings
1 Crown


Chipped Left Front Tooth


Duracell ‘Dental Records’ was created at Clemenger BBDO, Melbourne, by creative director Emma Hill, copywriter Richard Williams, art director Anthony Phillips, agency producer Roz Ruwhiu, account supervisors Michael McEwan and David Curry.

Filming was shot by director Adrian Bosich via Exit Films with producer Bianca Martino.

Music was sourced by Level Two, Melbourne.

The spot was shortlisted in the Household/Others Film section at the 2006 Cannes Lions Festival.