Deutsch LA, Los Angeles Follow Update

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“Mini Darth,” Max Page, to Be Honored at the 2012 Advertising Hall of Achievement

October 12, 2012

October 11, 2012—Deutsch LA is pleased to announce that the American Advertising Federation (AAF) will be honoring seven-year-old Max Page, “Mini Darth” from Volkswagen’s “The Force” commercial, with a special award acknowledging his charitable works on behalf of children’s hospitals at the Advertising Hall of Achievement Induction Ceremonies this November.

Max captivated audiences in 2011 with his performance as a pint-sized Darth Vader in the most popular Super Bowl commercial of all time. He used that recognition to lobby for children’s healthcare, an important cause to him in part because he has suffered from a heart defect since birth.

“Max Page may be young,” says AAF President & CEO James Edmund Datri, “but he represents what is best about our industry through his great performance in one of the most widely-recognized ads of the last several years, and his giving back to the community with his charitable works.”

Max went through open-heart surgery at Children’s Hospital Los Angeles (CHLA) this summer. Over his years in and out of the hospital, Max has become a celebrity ambassador for Children’s Miracle Networks, leads the Junior Ambassadors at CHLA and has lobbied in Washington D.C. on behalf of the Children’s Hospital Association. When news about Max’s surgery broke, people within and without the advertising community rallied on his behalf to raise money for other children who can’t afford heart surgery.

Deutsch LA’s Michael Sheldon will present Max with this special recognition. “Max is an inspiring boy who used his fame to reach out and help other children,” says Michael Sheldon, CEO of Deutsch LA. “We are grateful to him, not just for his work in our commercial, but for the effect he has had on many of us personally.”

Max will receive the award at the Advertising Hall of Achievement Induction Ceremonies and Luncheon on November 13, 2012, at Cipriani 42nd Street in New York City.

Event tickets are available. For detailed information, please contact Lisa Rubin, VP, Events and Corporate Services, at 1-800-999-2231 or via email at For more information on the 20th Anniversary of the Advertising Hall of Achievement, go to

About the American Advertising Federation
The American Advertising Federation (AAF) is the nation’s oldest national advertising trade association. AAF is headquartered in Washington, D.C and has 15 district operations, each located in and representing a different region of the nation. The AAF’s membership is comprised of nearly 100 blue chip corporate members comprising the nation’s leading advertisers, advertising agencies, and media companies; a national network of nearly 200 local federations, representing 40,000 advertising professionals, located in ad communities across the country; and more than 200 AAF college chapters, with over 6,500 student members. The AAF operates a host of programs and initiatives including the Advertising Hall of Fame, the ADDY Awards, the National Student Advertising Competition, the Mosaic Center on Multiculturalism, and summer Ad Camps for high school students in Chicago and Washington.