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Duracell gets spotlight in 'Star Wars' ad.

BETHEL, Conn. -- For decades now, Star Wars has been one of the most popular movie franchises, and the recent installment in the series, Star Wars: The Force Awakens, is bringing the phenomenon to a new generation. As the official battery of the film's toys, Duracell is helping to power that force with the "Battle for Christmas Morning."

The 60-second spot features a 14-year-old boy and his 9-yearold sister entering a limitless world of creativity once Duracell Quantum batteries are inserted into their new lightsaber toys.

Duracell says the ad highlights the power and importance of imagination for the whole family.

"There is no greater imaginative play moment that spans generations than the release of a new Star Wars motion picture. This holiday season, families from across the globe will be powering up new toys from Star Wars: The Force Awakens," said Jeff Jarrett, marketing director at Duracell. "In a world where screens are becoming more prevalent, Duracell wants to help parents encourage creative play by providing the batteries to power those toys to last as long as their children's imagination."

As a promotional partner of the film, Duracell collaborated with many of the forces behind Star Wars, including Disney, Lucasfilm, Industrial Light & Magic (ILM) and Skywalker Sound to create an authentic Star Wars experience and bring this action story to life.

"The Battle for Christmas Morning" received expert guidance from famed cinematographer Daniel Mindel and was shot on an all-new anamorphic camera lens and aspect ratio--which, according to Duracell, has only been used on the new Star Wars film previously. The spot was directed by Shawn Levy, director of the "Night at the Museum" film series.

"This ad is a whole story within a finite number of seconds; a boy gets a lightsaber on Christmas morning, he pops in his Duracell batteries to power up his toy and suddenly, within the real world, is this injection of make believe and imagination," said Levy. "It's really about the transformation from the real into the fantastical and how these little batteries provide the juice for this whole imagined universe and adventure."

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Title Annotation:MERCHANDISING INSIGHTS: BATTERIES
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Date:Jan 4, 2016
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