Adidas: 'Impossible is Nothing'

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For Stacy Kohut, impossible is nothing.
Adidas kicked off its 2004 brand campaign yesterday in Harlem at an event that featured appearances by Muhammad Ali and his boxing daughter Laila, both of whom appear in new commercials that feature the tagline "Impossible is Nothing." In one, Laila even steps into the ring with her famous dad, thanks to a blending of stock footage and live-action created by special effects company Digital Domain. In another spot, also based on stock, we see the elder Ali leading joggers on a run as a voiceover drives the tagline home with a soliloquy about believing in oneself.

The new campaign was created by the alliance between TBWA Worldwide and independent 180/Amsterdam that handles Adidas globally. TBWA/Chiat/Day/San Francisco led the way on print and outdoor work, while the new commercials were created by 180 and directed by Park Pictures' Lance Acord.

In a third spot -- perhaps the most poignant of the three -- we meet skateboarder Stacy Kohut, who has lost the use of his legs but continues to hit the half-pipe in his wheelchair. "It ain't that big a deal," he says in voiceover. "I'm still on four wheels."

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