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“Mini Darth,” Max Page, to be Honored at the 20th Anniversary of AAF’s Advertising Hall of Achievement


WASHINGTON, D.C. – October 18, 2012 - The American Advertising Federation will be honoring eight-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 is a Celebrity Ambassador for Children’s Miracle Network, 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 out, 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 CEO, 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 Sheldon. “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 20th Anniversary of the Advertising Hall of Achievement Induction Ceremonies and Luncheon on November 13, 2012, at Cipriani 42nd Street in New York City. This year’s Hall of Achievement inductees are: Erin Clift, VP, Global Marketing & Partnerships, Spotify; Georgina Flores, Director of Marketing, Allstate Insurance Company; Rei Inamoto, Chief Creative Officer, AKQA; Howard Mittman, VP & Publisher, WIRED, Condé Nast; Tor Myhren, President & Chief Creative Officer, Grey New York; Marc Speichert, Chief Marketing Officer, L’Oréal USA; and Lisa Weinstein, President, Global Digital, Data & Analytics, Starcom MediaVest Group. Georgina Flores is also the recipient of the Jack Avrett Volunteer Spirit Award.


About the American Advertising Federation

The American Advertising Federation (AAF), the nation’s oldest national advertising trade association, and the only association representing all facets of the advertising industry, is headquartered in Washington, D.C., and acts as the "Unifying Voice for Advertising." The AAF also 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. For more information on the full range of AAF programming, visit the AAF's website at www.aaf.org.