NAD Works With PepsiCo on <\/p>\n
Super Bowl Ad in American Sign Language <\/p>\n
A News Release from the National Association of the Deaf <\/p>\n
Release Date: January 24, 2008 <\/p>\n
Contact: <\/p>\n
Anita B. Farb <\/p>\n
Director, Communications and Operations <\/p>\n
National Association of the Deaf <\/p>\n
Email: http:\/\/www.nad.org\/contactus<\/p>\n
NAD Works With PepsiCo on Super Bowl Ad in American Sign Language <\/p>\n
Silver Spring, MD \u0013 The National Association of the Deaf (NAD) was
\nasked by PepsiCo to provide advice, feedback, and comments on a
\n60-second commercial filmed entirely in American Sign Language (ASL),
\nwith open captions for hearing viewers. The PepsiCo ad, featuring
\nPepsiCo employees, will be aired on February 3, 2008 during the Super
\nBowl pre-game program. <\/p>\n
Slated to air on the FOX network, the PepsiCo ad is designed to bring
\ngreater awareness of the American deaf community to a wide audience.
\nPepsiCo will also sponsor captioning of the entire Super Bowl
\nbroadcast. <\/p>\n
“The NAD applauds PepsiCo for its strong commitment to diversity and
\nempowerment through the creation of this exciting ad in ASL with its
\nemployees,\u001d said Bobbie Beth Scoggins, president of the NAD. \u001cThis
\nground-breaking ad creatively uses humor to provide a glimpse of deaf
\nculture and heightened awareness to millions of Super Bowl Sunday
\nviewers.\u001d <\/p>\n
President Scoggins and others at the NAD provided consultation on the
\nstory boards, pre-production plans, and post production editing. She
\nwas also interviewed by PepsiCo and quoted in their press release. In
\naddition, a description of the NAD and link to the NAD website will be
\nincluded on the PepsiCo website. <\/p>\n
This all started in the summer of 2006 when a group of PepsiCo
\nemployees, each with their own personal connection to the American
\ndeaf community, set off on their own to create a commercial with a
\ndeaf focus and broad appeal. None of the employees are performers or
\nmarketing specialists – they came up with the concept, wrote the
\nscript, and then acted it out, sharing a demo tape with their
\ncolleagues. The ad eventually gained support from senior management,
\nwhich decided that the commercial needed a big stage. Naturally, they
\nchose the biggest – Super Bowl Sunday. The title of the ad is \u001cBob\u0019s
\nHouse\u001d and it is based on a popular joke within the deaf community. <\/p>\n
About the NAD <\/p>\n
The National Association of the Deaf (NAD) was established in 1880 by
\ndeaf leaders on the belief in the right of the American deaf community
\nto use sign language, to congregate on issues important to them, and
\nto have its interests represented at the national level. These
\nbeliefs remain true to this day, with American Sign Language as a
\ncore value. As a nonprofit federation, the mission of the NAD is to
\npromote, protect, and preserve the quality of life and rights of 31
\nmillion deaf and hard of hearing Americans. The civil rights advocacy
\nscope of the NAD is broad, covering the breadth of a lifetime and
\nimpacting future generations in the areas of early intervention,
\neducation, employment, health care, technology, telecommunications,
\nand more. For more information, please visit http:\/\/www.nad.org
\n.<\/p>\n
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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…<\/p>\n