Creativity

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.

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Credits

Date
Apr 16, 2014
Agency:
Wieden & Kennedy
Client:
Powerade
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 of Photography:
Frederick Backar
Director of Photography:
Michael Ragan
Producer:
Geoff McLean
Executive Producer:
Michael Sagol
Executive Producer:
Jasper Thomlinson
Editing Company:
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:
Ultraschmooz
Post Production:
Glassworks Amsterdam
Flame:
Kyle Obley
Flame:
Jesper Nybroe
Flame:
Bob Roijen
3D:
Tim Bolland
3D:
Simon Glas
3D:
Eva Kuehlmann
Telecine:
Scott Harris
Producer:
Armand Weeresinghe
Print Production:
Levon Biss
Production Company:
Widescope

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