The 30-second ad, titled "Mr. Quackers," uses special effects for a 21st-century take on Duracell's advertising from the 1980s and '90s. The spot takes place at a robotic toy competition where a toy duck with the Duracell alkaline battery outlasts more menacing robot toys powered by heavy-duty batteries.
Ads claim the improved Duracell Coppertop alkaline batteries, which launched this summer, last up to three times longer than heavy-duty batteries. The campaign's first ad, which rolled out this summer, showed honeybees powered by Duracell batteries.
Boston-based Gillette said the ads will air on such programs as The Late Show with David Letterman and Everybody Loves Raymond on Viacom's CBS; Third Watch and Will and Grace on General Electric Co.'s NBC, and Nightline and The View on Walt Disney Co.'s ABC.