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Heartwarming Duracell ad helps new grandfather hear again

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DETROIT – Untreated hearing loss affects about 17 percent of the adult population in the United States.

In their latest campaign, Duracell follows a new grandfather, as his hearing begins to fail.

He begins to unintentionally ignore family and co-workers and is continually missing out on conversations.

His wife finally takes him to get a hearing aid, powered by the battery.

"Wow, that's amazing," the grandfather says, shedding a tear as he hears clearly, at last.

The campaign coincides with National Hearing Month. Duracell is offering 50,000 free over-the-phone hearing tests.


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