Duracell Introduces New ''Trusted Everywhere'' Commercial Set Deep in the Rain Forest.BETHEL Bethel, in the Bible Bethel (bĕth`əl) [Heb.,=house of God]. 1 Ancient city of central Palestine, the modern Baytin, the West Bank, N of Jerusalem. , Conn. -- Duracell today unveiled a new commercial in its highly successful "Trusted Everywhere" advertising campaign. Set deep in the Amazon rain forest, the commercial depicts the work of the Amazon Conservation Team Amazon Conservation Team (ACT) is a non-profit organization that works in partnership with indigenous people of tropical America in conserving the biodiversity of the Amazon rainforest as well as the culture and land of it's indigenous people. (ACT), a nonprofit environmental organization dedicated to partnering with indigenous peoples The term indigenous peoples has no universal, standard or fixed definition, but can be used about any ethnic group who inhabit the geographic region with which they have the earliest historical connection. to map and improve the protection of endangered lands. In the spot, ACT is shown equipping indigenous communities in the Amazon rain forest with GPS systems. These tools, powered by Duracell batteries, have mapped and helped protect over 28 million acres of the endangered rain forest. The commercial juxtaposes this critical moment with an everyday situation - a teacher using a Duracell-powered laser pointer A laser pointer is a portable, pen-sized laser designed to be held in the hand, and most commonly used to project a point of light to highlight items of interest during a presentation. while educating her young class about the rain forest. Like preceding ads in the campaign, the core message is that everything important to consumers will work when powered by Duracell. "The Amazon Conservation Team helps us illustrate the importance of understanding and protecting our world's natural environments," said Mark Bertolami, vice president of marketing, Duracell. "It is truly amazing a·maze v. a·mazed, a·maz·ing, a·maz·es v.tr. 1. To affect with great wonder; astonish. See Synonyms at surprise. 2. Obsolete To bewilder; perplex. v.intr. that modern technology is reaching the farthest corners of the earth to protect the world we know. We're glad our batteries are a part of that." "We are proud to partner with Duracell to create this commercial," said Dr. Mark Plotkin Mark J. Plotkin (born May 21, 1955, New Orleans) is a renowned ethnobotanist, an intrepid plant explorer in the Neotropics, where he is expert on rainforest ecosystems. Plotkin is an advocate for Tropical rainforest conservation. , President, Amazon Conservation Team. "It is our hope that it will not only raise awareness of the need for environmental protection and conservation, but will also help to communicate how technology can help to advance our efforts in the field." The new 30-second spot, which debuts on September 26, 2005, will air on network and cable shows. The commercial marks the ninth in Duracell's four-year "Trusted Everywhere" advertising campaign. The "Trusted Everywhere" platform reinforces the power of Duracell batteries by showing two different, yet parallel, uses of batteries in electronic devices - one in an everyday situation and the other in a critical capacity. The scenes depicting these two uses are blended in each spot, elevating the importance of the battery purchase decision and providing consumers with a stronger rationale for choosing Duracell. About the Amazon Conservation Team The Amazon Conservation Team (ACT) is a not-for-profit environmental organization that works in true partnership with indigenous peoples to protect both cultures and rainforests. Over the course of the past decade, ACT has collaborated with 18 different tribes to improve the protection of over 28 million acres of rainforest. For more information, visit the organization's website at www.amazonteam.org About Duracell Part of the Boston-based Gillette Company, Duracell is the world's leading manufacturer and marketer of high-performance alkaline batteries. Duracell also sells primary lithium and zinc air A battery technology that provides more charge per pound or size than nickel cadmium or nickel metal hydride and does not suffer from the memory effect. It uses a carbon membrane that absorbs oxygen, a zinc plate and potassium hydroxide as the electrolyte. batteries, as well as rechargeable re·charge tr.v. re·charged, re·charg·ing, re·charg·es To charge again, especially to reenergize a storage battery. re nickel-metal hydride batteries A nickel-metal hydride battery, abbreviated NiMH, is a type of rechargeable battery similar to a nickel-cadmium (NiCd) battery but has a hydrogen-absorbing alloy for the anode instead of cadmium. As in NiCd batteries, nickel is the cathode. . In addition, Duracell offers a full line of flashlights designed specifically around the consumer for general-purpose use. Headquartered in Boston, MA, The Gillette Company is the world leader in male grooming, a category that includes blades, razors, and shaving preparations. Gillette also holds the number one position worldwide in selected female grooming products, such as wet shaving products and hair epilation epilation /ep·i·la·tion/ (-la´shun) depilation. ep·i·la·tion n. The act or result of removing hair, as by mechanical or chemical means. Also called depilation. devices. In addition, the Company is the world leader in manual and power toothbrushes. |
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