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The Bulls star is the face of AT&T's Don't Text and Drive Campaign.
Now the odds on favorite for NBA MVP, Derrick Rose continues to shine in the glare of the media spotlight.
The way Rose stole a game from the Milwaukee Bucks on Saturday certainly made him seem worthy.
Rose orchestrated a stunning 12-0 run by Chicago in the final three minutes, rallying the Bulls for a 95-87 victory.
"The worst thing you can do is give me confidence no matter what I'm doing," Rose said. "If I get any type of confidence, it's going to be hard to stop me."
A large, loud contingent of traveling Bulls fans made Rose feel at home, chanting "M-V-P!" as the final seconds ran out — just as they did throughout the game.
Rose finished with 30 points and a career-high 17 assists. And while the way he took over the game at the end was jaw-dropping, his passing was just as impressive.
With Chicago trailing 87-83 after four straight free throws by Carlos Delfino, Rose hit a pair of free throws and then fed Joakim Noah for a fast-break dunk to tie it.
With the Bucks bobbling the ball on offense, Rose hit three straight shots in the final two minutes, then handed off to Ronnie Brewer for a game-clinching fast-break layup.
"He's done it all year and he's got to continue to do it," Bulls coach Tom Thibodeau said. "The thing I really respect about him is he's never satisfied. He'll keep driving. The important thing for him is to win. He's not concerned about what he's doing individually. It's how the team is doing."
It was a tough loss to take for the Bucks, a strong defensive team that is scrambling to make the playoffs.