• by Fern Siegel , October 25, 2023

The Gallaudent Bison are taking the football field with added confidence.

The university, which provides an education for deaf and hard of hearing students, and AT&T created the first 5-G connected football helmet. It makes football easier for its athletes by enhancing on-field communication for those who use American Sign Language.

The Brooklyn-based Translation agency produced the "Sounds of Silence" ad, which will air across ABC, ESPN and ESPN2 college-football coverage. 

The helmet lets coaches select a play from a tablet. His instructions are then sent to a lens inside the helmet at a speed that keeps pace with the game. By displaying the coach’s play through augmented reality, the technology makes football more inclusive. It also may be utilized in future in any work environment where helmets are needed. Or, the tech could be used to improve the job opportunities for the deaf community.

“A few weeks ago, Gallaudet Football and AT&T made history with the first-ever 5G connected helmet. The output of this collaboration is the epitome of how Connecting Changes Everything,” said Kellyn Kenny, chief marketing & growth officer, AT&T. “Every detail of ‘Sound of Silence’ gives you a glimpse into the lives of these coaches and players, and how connectivity has forever changed the game.”

For Gallaudent players, it levels the playing field.

"To have the opportunity to educate and share our story to AT&T and subsequently the world is what brings me the most joy," said Chuck Goldstein, Gallaudet football head coach, told Agency Daily. "The team was floored and moved after seeing the 'Sound of Silence' commercial. You could see them beaming with pride and excitement after going through this once-in-a-lifetime experience."

The agency has also done work for Beats by Dre, State Farm and McDonald's.