Batteries are usually not the kind of product that moves us to tears. Unless, that is, if they are part of a powerful story of success against all odds. Seahawks running back Derrick Coleman–deaf since age three and relying on hearing aids and lip-reading for communication–has such a story to tell. Narrated by Coleman himself, this one minute spot for battery maker Duracell’s “Trust Your Power” campaign has all the elements of heart-stirring Superbowl-winning ad. Surprisingly, the ad is not slated to run during the big game. But that’s fine, as long as Derrick Coleman is on the winning side.