The campaign started with a brief to simply tell a story of power and perseverance that would resonate with the world and connect that power to the brand. After a little bit of digging we came upon the miraculous story of Derrick Coleman. Most people had never heard of him. Fans of the Seahawks didn't realize they had a deaf player on their team. It was the perfect opportunity to inform the world while also telling a message. And furthermore, we found that in a lot of ways he personified the power of Duracell: he never quit, and flew under the radar. He was driven by power but wasn't seeking attention – which is also the football role of the fullback in many ways. From concept to completion, production took a total of three weeks. We shot over the course of two days, edited for three, and the day we finished it was posted online – which also happened to be the day before the Seahawks first playoff game.

The video was initially seeded out to key influencers to share with their communities. The reaction was immediate and hugely positive, and generated enough conversation for the The team to reach out to national media outlets and share the video as a "viral" asset. The campaign received an organic boost when the father of a nine-year-old girl who is also hearing impaired tweeted a photo of his daughter to Coleman. The The team quickly organized a surprise meeting on “Good Morning America” where Coleman presented the family with tickets to the Super Bowl, courtesy of Duracell. Another news cycle was created, and we continued to secure exceedingly positive placements through Super Bowl and beyond.

Over the course of the Seahawks miraculous Super Bowl run, the film accrued over 24 million views online, as well as over 3 billion earned media impressions. The campaign also led to a direct and visible spike in Duracell hearing aid battery sales. That first weekend the brand saw a 20% increase in sales! Fans weren't being passive viewers either, they were interacting with the video; sharing, commenting, posting, and creating forums to discuss and dissect it. One day after being posted online the film was the top video on Reddit and had multiple user generated forums dedicated to it and its powerful message.