NAD Works With PepsiCo on
Super Bowl Ad in American Sign Language
A News Release from the National Association of the Deaf
Release Date: January 24, 2008
Contact:
Anita B. Farb
Director, Communications and Operations
National Association of the Deaf
Email: http://www.nad.org/contactus
NAD Works With PepsiCo on Super Bowl Ad in American Sign Language
Silver Spring, MD The National Association of the Deaf (NAD) was
asked by PepsiCo to provide advice, feedback, and comments on a
60-second commercial filmed entirely in American Sign Language (ASL),
with open captions for hearing viewers. The PepsiCo ad, featuring
PepsiCo employees, will be aired on February 3, 2008 during the Super
Bowl pre-game program.
Slated to air on the FOX network, the PepsiCo ad is designed to bring
greater awareness of the American deaf community to a wide audience.
PepsiCo will also sponsor captioning of the entire Super Bowl
broadcast.
“The NAD applauds PepsiCo for its strong commitment to diversity and
empowerment through the creation of this exciting ad in ASL with its
employees, said Bobbie Beth Scoggins, president of the NAD. This
ground-breaking ad creatively uses humor to provide a glimpse of deaf
culture and heightened awareness to millions of Super Bowl Sunday
viewers.
President Scoggins and others at the NAD provided consultation on the
story boards, pre-production plans, and post production editing. She
was also interviewed by PepsiCo and quoted in their press release. In
addition, a description of the NAD and link to the NAD website will be
included on the PepsiCo website.
This all started in the summer of 2006 when a group of PepsiCo
employees, each with their own personal connection to the American
deaf community, set off on their own to create a commercial with a
deaf focus and broad appeal. None of the employees are performers or
marketing specialists – they came up with the concept, wrote the
script, and then acted it out, sharing a demo tape with their
colleagues. The ad eventually gained support from senior management,
which decided that the commercial needed a big stage. Naturally, they
chose the biggest – Super Bowl Sunday. The title of the ad is Bobs
House and it is based on a popular joke within the deaf community.
About the NAD
The National Association of the Deaf (NAD) was established in 1880 by
deaf leaders on the belief in the right of the American deaf community
to use sign language, to congregate on issues important to them, and
to have its interests represented at the national level. These
beliefs remain true to this day, with American Sign Language as a
core value. As a nonprofit federation, the mission of the NAD is to
promote, protect, and preserve the quality of life and rights of 31
million deaf and hard of hearing Americans. The civil rights advocacy
scope of the NAD is broad, covering the breadth of a lifetime and
impacting future generations in the areas of early intervention,
education, employment, health care, technology, telecommunications,
and more. For more information, please visit http://www.nad.org
.
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