Duracell® Powers Imaginations This Holiday Season with All New Star Wars Film "Battle for Christmas Morning"

The Iconic Brand Also Continues its Commitment to Power Children’s Imaginations Nationwide With 1 Million Battery Donation To Toys For Tots

BETHEL, Conn.--(BUSINESS WIRE)-- Duracell, the official battery power of the all-new “Star Wars: The Force Awakens” toys, is powering imaginations everywhere this holiday season with the release of its new film, “Battle for Christmas Morning.” The spot features a 14-year old boy and his 9-year old sister entering a limitless world of creativity once Duracell Quantum batteries are inserted into their new lightsaber toys. The 60-second spot, which features appearances by original Star Wars characters, C-3PO and R2-D2, 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, 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 “Star Wars: The Force Awakens,” 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 - only used previously on the new Star Wars film. The spot was directed by Star Wars fan and director of “Night at the Museum” film series, Shawn Levy.

“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 Shawn Levy, director. “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.”

In an effort to provide more children with the opportunity to power their imagination, Duracell is continuing its commitment to Toys for Tots with a 1 million battery donation this holiday season. Duracell is also encouraging parents everywhere to give Star Wars toys to Toys for Tots so that every child can experience the joy of imagination in the Star Wars world.

To view Duracell’s all-new commercial please visit: https://youtu.be/YBh0hgP8wWk

About Duracell

Part of the Procter & Gamble Company [NYSE:PG], Duracell has been powering people around the world for more than 50 years. Our products serve as the heart of devices that keep people connected, protect their families, entertain them and simplify their increasingly mobile lifestyles. As the world’s leading manufacturer of high-performance alkaline batteries, Duracell also innovates in renewable power and wireless charging technologies to help consumers live life without limits. Visit www.duracell.com for more information; follow us on Twitter.com/Duracell and like us on Facebook.com/Duracell.

About Lucasfilm Ltd.

Lucasfilm Ltd., a wholly-owned subsidiary of The Walt Disney Company, is a global leader in film, television and digital entertainment production. In addition to its motion-picture and television production, the company's activities include visual effects and audio post-production, cutting-edge digital animation, interactive entertainment software, and the management of the global merchandising activities for its entertainment properties including the legendary STAR WARS and INDIANA JONES franchises. Lucasfilm Ltd. is headquartered in northern California.

Lucasfilm, the Lucasfilm logo, STAR WARS and related properties are trademarks and/or copyrights, in the United States and other countries, of Lucasfilm Ltd. and/or its affiliates. ©2015 & TM Lucasfilm Ltd. All Rights Reserved.

About "Star Wars: The Force Awakens"

Lucasfilm and visionary director J.J. Abrams join forces to take you back again to a galaxy far, far away as "Star Wars" returns to the big screen with "Star Wars: The Force Awakens."

The film stars Harrison Ford, Mark Hamill, Carrie Fisher, Adam Driver, Daisy Ridley, John Boyega, Oscar Isaac, Lupita Nyong'o, Andy Serkis, Domhnall Gleeson, Anthony Daniels, Peter Mayhew and Max Von Sydow. Kathleen Kennedy, J.J. Abrams and Bryan Burk are producing with Tommy Harper and Jason McGatlin serving as executive producers. The screenplay is by J.J. Abrams & Lawrence Kasdan. "Star Wars: The Force Awakens" releases in U.S. theaters on December 18, 2015.

View source version on businesswire.com: http://www.businesswire.com/news/home/20151030005315/en/

Duracell
Nicole Malcolm-Manyara
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Citizen Relations
Zeny Shifferaw, 212-613-4966
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Source: Procter & Gamble

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