Yup, Brand Ali meets brand adidas in the "Impossible is Nothing" global print, outdoor and TV effort, from 180/TBWA, the alliance between independent Amsterdam-based 180 and TBWA Worldwide. Via the digital trickery of Digital Domain, The Greatest, in his 16mm 1974 prime, runs with the likes of soccer's David Beckham, the NBA's Tracy McGrady and Ali's boxing daughter, Laila. Far more intriguing is the spot where Laila is in the ring, squaring off with her bee-stingin' dad. Another spot features skateboarder Stacy Kohut, who, though wheelchair-bound, continues to work the half-pipe. "The 'Impossible is Nothing' mantra is a tribute to adidas and its connection to sport," says TBWA CCO Lee Clow. "It means that you're up to the challenge. You have the courage to attempt things that are seemingly impossible. It celebrates the brave, the experimental, those who push boundaries and those who don't believe in limits." We'd protest that "Nothing is Impossible" would make a lot more sense, but then we wouldn't be thinking different.
Client: adidas International Agency:180/TBWA, San Francisco ECDs: Chuck McBride, Lee Clow, Peter McHugh (TBWA Worldwide) CD/CW: Richard Bullock ACD/AD: Dean Maryon ADs: Kai Zastrow, Tobias Eichinger CWs: Boyd Coyner, Aimee Lehto, Crockett Jeffers Print Producer: Justine Enoch Photographer: Uwe Duettmann Director: Lance Acord/Park Pictures Editor: Eric Zumbrunnen/SpotWelders Effects: Digital Domain Sound Design: Ren Klyce/Mit Out Sound