By Lisa Johnston
New products on display at the American International Toy Fair, held in N
A Duracell TV spot for its Coppertop batteries will air in North America during a variety of primetime, daytime, late night, syndicated, cable and Hispanic programs.
The spot will air on such programs as "Late Show with David Letterman," "Third Watch," "Will and Grace," "Everybody Loves Raymond," "Nightline" and "The View."
The 30-second Mr. Quackers commercial employs a robotic toy competition to demonstrate the superior performance of new and improved Coppertop vs. heavy-duty batteries.
The spot opens in a warehouse, where three menacing remote-controlled toys powered by heavy-duty batteries — Dr. Shred, The Incinerator and The Black Widow — are called into seemingly unfair competition against a cute robotic duck.
Mr. Quackers outruns and outlasts the competition despite the seemingly unfavorable odds, and the three villainous robots lose power and grind to a halt. The duck's secret weapon is, of course, Coppertop.
Improved Coppertop batteries were launched last June. These were further improved in August.
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