Duracell's Emotional Side departure from its traditional performance-based commercials, Duracell here created a new emotional platform that leverages trust as a powerful equity of the alkaline battery brand. The company, a part of Gillette, Boston, unveiled its new "Trusted Everywhere" advertising campaign earlier this month with three new television spots, "Power of Light," "Earth and Space" and "Winning." The new commercials will run during two television season primetime premieres and ...

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