Duracell Empowers the AMA Multicultural Marketing and Diversity Conference

The Trust Your Power spot for Duracell had succeeded in exhibiting the story of Derrick Coleman in a respectful and dignified manner. The Minnesota Vikings fullback tells a rather ordinary, in its concept, tail of the struggles and disappointments he had to go through while pursuing his dream of becoming a professional NFL player. However, unlike many PSA's that succeed only in placing the very groups they try to help as outsiders from society, the Coleman's deafness is not the focal point of the story. While visible in the player's hearing aid the entire time, the Duracell batteries are not at the core of the spot either. The players path itself instead is at the center and the story is enhanced by a single witty, yet ingenious line towards the naysayers "But I was deaf since I was three. so I didn't listen." The AMA had obviously listened and had given the Saatchi & Saatchi's spot the People with Disabilities award and the Best in Show prize at the Multicultural Marketing and Diversity Conference in Miami.