One-Legged Nico Calabria is the Star of Powerade's World Cup Spot

Latest Ad from Wieden & Kennedy Celebrates Disabilities

Published On
Apr 16, 2014

Editor's Pick

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.


Apr 16, 2014
Agency :
Wieden & Kennedy
Brand :
Client :
Executive Creative Director :
Mark Bernath
Executive Creative Director :
Eric Quennoy
Creative Director :
Alvaro Sotomayor
Creative Director :
Rosie Bardales
Art Director :
Mike Bond
Copywriter :
Bernard Hunter
Head of Broadcast Production :
Erik Verheijen
Broadcast Producer :
Tony Stearns
Broadcast Producer :
Lars Fabery
Director, Photography :
Frederick Backar
Director, Photography :
Michael Ragan
Producer :
Geoff McLean
Executive Producer :
Michael Sagol
Executive Producer :
Jasper Thomlinson
Editing Company :
The Whitehouse Post
Editor :
Charlie Harvey
Audio Post Production :
Wave Amsterdam
Sound Designer :
Alex Nicolls-Lee
Audio Post Company :
GCRS London
Sound Designer :
Raja Seghal
Music (TVC) :
Schmooz France
Artist :
Sanj Sen
Music Company :
Post Production :
Glassworks Amsterdam
Flame Artist :
Kyle Obley
Flame Artist :
Jesper Nybroe
Flame Artist :
Bob Roijen
3D :
Tim Bolland
3D :
Simon Glas
3D :
Eva Kuehlmann
Telecine :
Scott Harris
Producer :
Armand Weeresinghe
Print Production :
Levon Biss
Production Company :

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