PRINT March 1995



DURACELL’S BRACING BATCH of current commercials earns points for having the chutzpah to tell us that the American family is propelled by the company’s products, and at the same time for showing us what a creepy bunch they are. Even the most erudite among us are discussing batteries now, in a way we haven’t since Eveready’s Energizer Bunny captivated the intelligentsia with its own surreal relentlessness. This time around we’re being engaged by the Puttermans—a cellular family, as it were, played by actors in prosthetic faces and sculptured clothing who go about banal everyday pursuits with sunny smiles, thanks to Duracell batteries visibly lodged in their backs. Looking like dementedly possessed windup dolls, the Puttermans doggedly enact quintessential American pastimes—watching TV, playing miniature golf, visiting art museums, pulling up to fast-food drive-in joints, and aggressively

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