Duracell automotive batteries powered a special project at Times Square, New York. At midnight, 24 of these AGM batteries powered the hundreds of light bulbs that lit the 2009 sign. The sign was lit for over 20 minutes helping billions of viewers bring in the New Year.

Prior to New Years, the batteries were charged by human power. People pedaled "snowmobikes" near Times Square that actually charged the DURACELL automotive batteries. Once fully charged and closer to New Years, the batteries were carted to the spot where they provided the esteemed service of lighting the 2009 sign.

The new DURACELL batteries that helped power the 2009 sign are now made exclusively for your vehicle. Extreme Power batteries use an advance AGM design that recharges more efficiently while providing maximum power – power to safely start your vehicle and run all the electronics installed or plugged into your car.