Hear ye, hear ye: Duracell celebrates a different type of power

In New Zealand, Duracell clutched at straws with its follow-up to the All Blacks sponsorship launch ad by saying “when the All Blacks want to play at their best, there is only one battery they trust”. But in the US, Duracell and Saatchi & Saatchi have taken a more realistic and much more inspiring approach for its latest sponsorship push by telling the story of Derrick Cole, the first legally deaf player to be part of an NFL offense. 

As Cole told The Sporting News: “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 [which is Duracell’s tagline]and achieve their dreams.” 

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