Duracell’s Super Bowl advertising campaign this year features Seattle Seahawks running back Derrick Coleman. Deaf since the age of three, Coleman has overcome the limitations of his own disability and the perceptions of others to play in the 2014 NFL Final. When the world tells you “no”, you have two options: You can roll over and quit — or you can trust your power. Derrick Coleman, running back for the Seattle Seahawks, trusted the power within. The campaign is being promoted with the hashtag #TrustYourPower.
In 2012 Duracell ran a similar commercial featuring San Francisco 49er linebacker Patrick Willis.
The Trust Your Power ad was developed at Saatchi & Saatchi New York by executive creative director Peter Moore Smith, creative directors Garrett Jones and Billy Leyhe, senior art director Nathan Wigglesworth, senior copywriter Lincoln Boehm, chief production officer Tanya LeSieur, director of content production John Doris, and senior producer Danny Miller.
Editor was Shane Reid at Whitehouse Post with assistant editor Keith Hamm, producer Jonlyn Williams, executive producer Kristin Branstetter.
Sound was designed at 740 Sound Design by designer/mixer Rommel Molina, executive producer Kate Vadnais.
End animation was produced at MassMarket.