Duracell: Trust your power

This article explains how Duracell, the battery brand, showed Americans how its products have helped a National Football League (NFL) player work with his disability.

Duracell: Trust your power

Urey Ohnoha

When Duracell launched the "Trust Your Power" campaign in September 2012, the goal was to celebrate those who went beyond their limits, no matter the obstacles. The first ads focused on San Francisco 49ers' Patrick Willis, a perennial Pro Bowl linebacker who had been raised in a poverty-stricken neighborhood by a single father struggling with addiction. It was an inspirational story that received widespread acclaim from consumers and media alike.

Last year, Duracell struck gold again with the moving story of Derrick Coleman, a fullback for the Seattle Seahawks who relies on Duracell...

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