For a company like Duracell, their advertising has always been similar to that of a Durex Performa condom: “With us, you can last longer”.
Now they have created a much more emotional piece, and have fronted it with NFL star Derrick Coleman. Derrick has been deaf since he was 3 years old. All through his childhood he was bullied, and barriers were put up due to his disability, but that didn’t stop him.
In his words “I didn’t listen”.
He was drafted for the Seattle Seahawks in 2013, and scored his first professional touchdown in the same year.
The whole story is based around your power within, and trusting it to take you where you need to go. Great work from Duracell to change their marketing comms, and it’s really paid off in my eyes.
Here you can also see San Fransosco 49ers star Patrick Willis, and a little bit about his story.
The aim of the programme is to get unprivileged kids into pro camps, to give them a better opportunity in life.