There is a Duracell commercial that has really caught my attention recently. It dramatically tells the story of Derrick Coleman, a deaf fullback for the Seattle Seahawks. It follows his story of how he became deaf at the age of three, how he started playing football, but that coaches didn’t know how to “talk to him”. He failed to make the NFL draft in 2012 but continues working hard and makes it in 2013, to be signed with the Seattle Seahawks. The story is obviously very appealing to sports fans, especially after Seattle won the Super Bowl. It seems the audience is mainly men and sports fans but could also appeal to female sports fans. And honestly I don’t care too much for football myself but the story is presented in a very inspiring and dramatic way that made me and others inspired by the story.
The funny thing is that there is very little indication that it is a Duracell commercial. Only at the end of the commercial do they flash a Duracell insignia and sound. The link to Duracell itself is barely even drawn. They kind of make you draw your own conclusion, “oh, Duracell batteries power Coleman’s hearing aid.” But Duracell doesn’t need to have a strong presence in the commercial, because the commercial itself is so memorable and inspiring that we associate it and those feelings with the battery company. Another thing the commercial has done is make Coleman the actually narrator. I can only assume this but from the way the narrator speaks, (he has a lisp and speech impediment that make you believe he’s deaf) but you can assume it is Coleman himself, and that somehow makes the story more personal. You’re not just being told some story, you’re being told his story. One last thing is that throughout the commercial there are many plays on words that are quite amusing. He says “they told me to give up, that is was over, but I’ve been deaf since I was three, so I didn’t listen.” And “now I’m here, with a lot of fans in the NFL, and I can hear them all” He references his disability with a play on words in these sentences, making them amusing and entertaining.