Deaf NFL Player Derrick Coleman Tells His Story in Terrific Duracell Ad

Tough, inspiring work by Saatchi

Headshot of Tim Nudd

As huge of an advertising juggernaut as the NFL is, commercials starring NFL players often feel interchangeable. Here, though, is a great piece of work from Duracell starring Derrick Coleman, the 23-year-old Seattle Seahawks fullback who happens to the be the first legally deaf player to be part of an NFL offense.

Bravely narrating the ad himself, Coleman tells his own story of being picked on as a kid, being told he could never make it—and being passed over by the NFL draft. "They didn't call my name, told me it was over," he says. "But I've been deaf since I was 3, so I didn't listen." That's a great line. The tagline: "Trust the power within."

Coleman seems enamored with that line. He tells the Sporting News of his Duracell deal: "They came to me, and said they liked my story, and I said OK, I want to join up. I just hope to inspire people, especially children, to trust the power within and achieve their dreams."

Agency: Saatchi & Saatchi, New York.


Client: Duracell

Agency: Saatchi & Saatchi, New York

Executive Creative Director: Peter Moore Smith

Creative Directors: Garrett Jones, Billy Leyhe

Chief Production Officer: Tanya LeSieur

Director of Content Production: John Doris

Senior Producer: Danny Miller

Senior Art Director: Nathan Wigglesworth

Senior Copywriter: Lincoln Boehm

Production Company: Park Pictures, Los Angeles

Director: A.G. Rojas

Director of Photography: Linus Sandgren

Executive Producer: Mary Ann Marino

Line Producer: Gabrielle Yuro

Editing House: Whitehouse Post, Los Angeles

Editor: Shane Reid

Assistant Editor: Keith Hamm

Producer: Jonlyn Williams

Executive Producer: Kristin Branstetter

Sound Design: 740 Sound Design, Los Angeles

Sound Designer, Mixer: Rommel Molina

Executive Producer: Kate Vadnais

End Animation: Mass Market, New York

Executive Producer: Louisa Cartwright

@nudd Tim Nudd is a former creative editor of Adweek.