One-Legged Nico Calabria is the Star of Powerade's World Cup Spot
Latest Ad from Wieden & Kennedy Celebrates Disabilities
Apr 16, 2014
Wieden & Kennedy and Coca Cola's Powerade tell the story of Nico Calabria in a powerful spot for the World Cup.
The spot is about a young boy who only has one leg, and documents a few years of his life in a home movie-esque way, showing how he overcomes the odds to play sports from a young age. At the end, it shows him triumphantly scoring a goal. Mr. Calabria is no ordinary boy -- he's played for the U.S. National Amputee Soccer Team, climbed Mt. Kilimanjaro, and more, as detailed in this blog post by Coke to announce the campaign.
The spot takes a page from the playbooks of an increasing number of marketers that are looking to incorporate more diverse people into their ads -- those of different races, sexualities and abilities -- to reflect the population in a more accurate way.