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October 2011

Black & Decker® Back on TV

Black & Decker®, the world’s largest producer of power tools and accessories is extending its 2011 national TV advertising campaign to support the launch of the new orb-it® Dustbuster.

The original TV campaign aired in May this year announcing the launch of the Autoselect® Steam Mop and has been re-worked to include ten seconds of additional footage to unveil the soon to launch orb-it®. Airing in prime time slots from 17th October, the thirty second ad will run for six weeks demonstrating Black & Decker’s® commitment to driving growth in the expanding small household appliance market.

The theme for the first section of the ad is ‘discover hidden genius on the floor, not hidden bacteria’, and features two young children playing on the floor, accompanied by text descriptors of their future careers once their hidden genius has been nurtured and they have grown up. The ad shows parents that, with the Black & Decker® Autoselect® Steam Mop, they can be safe in the knowledge that their floors are 99.9% bacteria free and their children are safe playing on the floor, simply being kids and developing their talent.

The orb-it® is then introduced with a series of product shots showcasing the 4.8v sphere shaped Dustbuster in open and closed positions and changing between several of the six available colours. The orb-it® is then demonstrated cleaning dust and small spillages from a number of areas around the home, such as the couch, computer keyboard, piano and kitchen worktop. The accompanying voice over explains that this lightweight and compact Dustbuster ‘is ideal for those quick clean ups around the office and home’. The ad also demonstrates to viewers that the side flap easily opens to ensure hassle free emptying.

The closing shot shows the orb-it® in the forefront of a relaxed household scene with the slogan ‘make life easier’. Logos of retailers where the orb-it® is sold are shown across the bottom of the screen, including Argos, amazon, Comet, Currys, Robert Dyas and B&Q.

Black & Decker® Marketing Director David Osborne comments:

“We’re thrilled to be back on TV and the new ad is a significant investment for Black & Decker®. Our Autoselect® Steam Mop and orb-it® Dustbuster are the latest launches in the household category, offering consumers innovative and quality products that they can trust, a characteristic that Black & Decker® is synonymous with.”

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BLACK & DECKER® is a registered trademark of the Black & Decker Corporation

For further press information please contact:

Cat Pia at Mercieca Ltd
Email: blackanddecker@mercieca.co.uk/Tel: 020 7485 0100

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