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

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
 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.


Nicole Malcolm-Manyara
Zeny Shifferaw, 212-613-4966