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

DAVIS, JOHN
4 Fillings
Root Canal Work

DAVIS, HELEN
2 Fillings
1 Crown

DAVIS, SARAH
Braces

DAVIS, TIM
Chipped Left Front Tooth

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.”

Credits

Duracell ‘Dental Records’ was created at Clemenger BBDO, Melbourne, by Richard Williams and Ant Phillips.

The spot was directed by Adrian Bosich, with producer Bianca Martino, via Exit Films, who host Dental Records as a 5.96 mb mpeg video.

Music was sourced by Level Two, who host the ad as a 5.81 mb quicktime video.

The ad is online (though not in high quality) as a 2.32 mb SWF video at www.changeyourbattery.com.au. The spot was shortlisted in the Household/Others Film section at the 2006 Cannes Lions Festival.

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This entry was posted on Saturday, June 24th, 2006 at 8:25 pm and is filed under Inspiration, TV Ads Cinema and Online Videos. You can follow any responses to this entry through the comments feed. You can leave a response, or trackback from your own site.