Bon Jovi Gets Life From Duracell

NJ rockers tout battery brand

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%%STORYIMAGE_LEFT%% One of Bon Jovi's songs is getting more than radio play. It's logging TV time as part of a Duracell campaign. The band's endorsement of the battery brand is emphasized in the Gillette Co. unit's second spot for its current campaign, "Trusted Everywhere." The commercial, dubbed "Everyday" for the band's song featured in the ad, includes footage of a June concert in Dublin.

The promotional program linking Duracell to Bon Jovi's newest CD, set for early October, is being developed by independent DVC Communications, Parsippany, NJ. It is unknown how intricate the partnership may ultimately become, but if previous band & brand duets are any indication, don't be surprised if the battery maker throws in tour support to the New Jersey rockers as a co-branding effort a la the Dixie Chicks and Lipton Tea.

%%PULLQUOTE_RIGHT%% A star of Bon Jovi's stature using a wireless microphone powered by Duracell batteries sends a powerful message. "If you are the sound engineer for Bon Jovi, you don't want to be the person who chooses the wrong battery," said Rick Anderson, VP-global marketing, Duracell. "And we were totally impressed by Bon Jovi's quite honorable place in the music industry; he's not a flash in the pan, and the band is a class band."

Duracell has also developed retail promotions for "Make Believe," the first spot in a new trio of commercials, which debuted on network television Aug. 11 to trumpet the DVD/video releases of "The Lord of the Rings: The Two Towers." The spot states the director's(Peter Jackson) preference for Duracell batteries for all light meters on set. This tableau is juxtaposed against a young boy using a flashlight powered by Duracell as he devises his own fantasy studio set.

Indie shop The Acme Idea Company, South Norwalk, Conn., created the "Trusted Everywhere" campaign, which broke first last September. Focusing on real-life stories in which Duracell is the preferred brand got "us out of an ongoing 'longest-lasting' competition between battery brands," said Scott Kulok, Acme's creative director. "We can focus on this brand¹s critical applications."

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