The Teddy Bear


(published originally in Vanguard Communications’ InSites Blog)

“I love you, baby girl.”

It’s a refrain in the new Duracell battery ad, a weeper that shows how one little girl deals with her daddy’s deployment and how a battery-operated teddy bear with her father’s voice is a source both of hope and of despair, when it reminds her of, but doesn’t quite replace, her far-away father.

The ad isn’t the brainchild of some executives sitting in a room. Duracell executives told Mashable that they were in a family’s home and asked to see the children’s favorite toys. Out came a bear similar to the one in the ad, and out came the story, re-enacted by actors in the commercial.

There are many heart-wrenching ads, especially around any holiday, but this July 4 ad rings especially true — because it is. And, the red-white-and-blue cherry on top is that Duracell is donating $100,000 to the USO’s Comfort Crew for Military Kids, which helps children deal with family deployment.

Communication based on truth followed by a real investment in an issue. It’s a terrific recipe for the most effective kind of communication.


2 thoughts on “The Teddy Bear

  1. Love this idea so much! Hallmark has done something similar with their recordable books… giving them to kids whose parents are deployed. Dad or mom can read them a bedtime story every night! Nice to see corporate responsibilty:)

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