Duracell and Tim McGraw Highlight First Responders in New Campaign

Duracell is teaming up with Tim McGraw to donate a million batteries to first responders across North America as a way to celebrate the launch of its new Duracell Quantum batteries

McGraw will host a series of spots, dubbed "Quantum Heroes," highlighting the heroic efforts of first responders in crisis situations. Today's premiere spot highlights the work of the FDNY during Hurricane Sandy. Others, including the video embedded above, focus on other scenarios in which first responders put their lives on the line to help others.

McGraw is a longtime supporter of first responders' efforts, especially in his home state of Louisiana, making the partnership an ideal fit. "When [Duracell] asked me to be the host of the Quantum Heroes video series, I couldn't say no," he said in a statement. Read more...