Duracell takes its brand beyond the bunny with a new internet ad featuring the NFL's first legally deaf offensive player Derek Coleman as a brand ambassador.
Coleman has defied many critics and former coaches to make it to the NFL in what is an extraordinary story. Duracell's internet ad, which has already gone viral, links Coleman's underdog story with its own "Trust Your Power" tagline. The campaign beautifully illustrates the power a brand story can have; the way it can get under the skin and hit consumers at an emotional level. When a brand discovers its core positioning, and a proposition that gives it purpose in the world at large, it can truly connect with consumers – moving them, challenging them, inspiring them.
Coleman's success has come as a big surprise to NFL fans. The Seahawks' match up against Denver, which will take place on February 2nd in New Jersey, is one of the most hotly anticipated in Super Bowl history. The question of whether Duracell will broadcast the advert, which was originally intended solely for the internet during Super Bowl's high-profile half-time ad break, is yet to be answered.
Watch Duracell's "Trust Your Power" spot by Saatchi & Saatchi:
