The Drum Awards for Marketing - Extended Deadline

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By The Drum Team, Editorial

January 18, 2014 | 2 min read

As this commercial makes clear, Derrick Coleman has not only had to overcome a disability to reach the pinnacle of his sport, he's had to cope with the paralysing impact of other peoples' perceptions of it.

Deaf since the age of three, he says he's learned not "to listen" to those who say he cannot achieve his goals. Having proved coaches wrong at every level of the game, Coleman failed to make the 2012 draft and he had to fight hard to win a place on the roster of the Seattle Seahawks as a free agent.

He was thoroughly vindicated when he scored his first NFL touchdown last month and his team only needs to win this weekend's NFC Championship game for Coleman to have a shot at taking part in the Super Bowl.

It sounds like a story tailor-made for a glamorous advertiser like Nike, so it's interesting that Duracell are the advertiser telling it... let's hope this isn't further evidence of the prejudice he's encountered throughout his career.

Ad of the Day is in association with David Reviews.

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