adidas
presents Impossible is Nothing Olympics campaign
Jesse
Owens, Nadia Comaneci and Haile Gebrselassie star in second wave of
'Impossible
is Nothing Olympics' by 180\TBWA
180
For this reason the three commercials focus on Nadia
Comaneci, Haile Gebrselassie and Jesse Owens. There's the familiar theme of
past and present in these spots, just as there was with the first three
'Impossible is Nothing' ads. For example the current world 100m champion Kim
Collins encounters 1936 four time Olympic Gold medal winner Jesse Owens on the
track, while 13 yr old gymnast Nastia Liukin literally follows in the path of
the legendary Nadia Comaneci, the first gymnast ever to score a perfect
"10". And the greatest runner of all time, Haile Gebrselassie takes
on the seemingly impossible challenge of beating himself.
The
outdoor component of the campaign, conceived and produced by 180\TBWA alliance
partner TBWA\Chiat\Day San Francisco, features a rich stable of past and
present adidas athletes, such as Justine Henin-Hardenne, Ian Thorpe, Kim
Collins, Maurice Greene, Haile Gebrselassie, Tim Duncan, Muhammad Ali, Jesse
Owens, Pyrros Dimas (Greek Weightlifter), Katerina Thanou (Greek Sprinter). The
focus of the outdoor campaign is still 'Impossible Is Nothing', however,
additional 'one liners' will be posted around the Olympic Stadium in
The
campaign is also featured online on adidas.com. 20 adidas elite athletes tell
their personal 'Impossible is Nothing' story. In addition teenagers from all
over the world who participated in the online contest "Impossible is
Nothing Challenge" over the last two month are presented on the websites.
The 14 regional winners, chosen by the online community, tell their inspiring
stories and how they overcame the impossible.
For Erich Stamminger, member of the Executive
Board of adidas-Salomon AG responsible for Global Marketing, 'Impossible is
Nothing' captures in one short thought the essence of adidas as a brand:
"'Impossible is nothing' is much more than a communication concept. This
is what we think at adidas. It is what we feel - and what our athletes feel.
The great success of the campaign proofs that this thought is also shared by
our consumers."
The 3 spots "Haile", "Nadia" and
"Jesse" were, conceived by the same creative team, 180
All six
films were directed by acclaimed New York based Park Pictures commercial
director Lance Acord, famous for his DOP (Director of Photography) work
on feature films like 'Adaptation', 'Lost in Translation' and 'Being John
Malkovitch', music video's including Fat Boy Slim's 'Weapon of Choice'. Acord
has also built a solid reputation as a commercial director.
For more information please contact:
adidas Global Public
Relations:
Bernd Feldmann T: +49 9132 843 545
180
Suzanna Koppedraayer T: +31
20 4222 180
TBWA Worldwide Public
Relations:
Jeremy Miller T: +1 212 804 1162
E: jeremy.miller@tbwaworld.com
180\TBWA
‘IMPOSSIBLE IS NOTHING’ OLYMPICS
Creative Credits
Client: adidas International
Uli
Becker, Head of Global Communications
TV
& Cinema Credits:
Agency: 180
Executive Creative
Directors: Peter McHugh (180
Lee Clow (TBWA Worldwide)
CD/Copywriter Richard Bullock
ACD/Art Director: Dean Maryon
Account Management Partner: Guy
Hayward
Account Handling: Nathan Plowman,
Melina Polly
Planning: Josh
Mandel
Executive Producer: Peter Cline
Agency Producer: Cedric Gairard
Business Affairs Manager: Chris Barrand
Director: Lance
Acord
Production Company: Park
Pictures,
Executive Producer: Jackie Kelman
Bisbee
Line Producer: Deannie O’Neil
DP: Lance Acord
Editing House: SpotWelders,
Editor: Eric Zumbrunnen
Editing Producer Heather Kojima
Special Effects: Digital
Domain,
Special Effects Supervisor: Fred Raimondi
Special Effects Producer: Stephanie Gilgar
Sound Design: Mit
Out Sound ,
Sound Designer: Ren Klyce
Original music composed by: Ren Klyce @ Mit Out Sound, Sauslalito, CA
Nadia: “Stoic Piano”
Jesse: “Harmonium”
Haile: “African Piano”
Stock Footage provided by:
Image research/clearance: Nickerson Research,
Lead researcher: Susan Nickerson
Voice-overs provided by:
“Haile”: Haile Gebrselassie
“Jesse”: Kim
Collins
“Nadia”: Nastia
Liukin
adidas athletes:
“Haile”: Haile Gebrselassie
“Jesse” Kim Collins
Special guest stars: Nadia Comaneci, Jesse Owens, Nastia Liukin
Titles of TV commercials: “Haile”, “Nadia” and “Jesse”
180\TBWA
‘IMPOSSIBLE IS NOTHING’ OLYMPICS
Creative Credits
Outdoor
Credits:
Agency: TBWA Chiat\Day
Executive Creative Director: Chuck
McBride
Creative Director: Joe Kayser
Art Director: Brandon
Mugar
Copywriter: Aimee
Lehto
Account Handling: Michael
Allen, Mike Zlatoper
Planning: Elena
Hale
Print Producer: Justine Enoch
Project Manager: Connie Dorman
Studio Artist: Eszter
Balazs, Elisabeth Parker
Photographer: Uwe
Duettmann
IIN Olympic Photographer: Andy Anderson
All media is handled globally by
Carat International and by PHD in the
“Impossible is Nothing “
Commercials
“Haile”
In ‘Haile’, Haile Gebrselassie takes on the seemingly
impossible challenge of beating himself. But then again, that’s exactly what
he’s been doing for years – beating his own records. Technically the Haile
commercial presented the production company with a unique set of problems”,
different from the other spots in the campaign. All in all, nine different
Haile Gebrselassie’s would be running together in a single 10,000 meter race.
Each one would require separate shoes and wardrobe as well as individual
performance cues to help differentiate them. The commercial was shot over two
consecutive nights at the Long Beach Memorial Stadium.
“Nadia”
After coming up with the idea for a choreographed routine on
the uneven bars the 180
Kim & “Jesse”