Adidas Impossible is Nothing for Beijing Olympics

Adidas has four television advertisements featuring Chinese athletes demonstrating the tagline, “Impossible is Nothing”, in preparation for the Beijing Olympics. Each of the four commercials shows the connection between high profile athletes and the crowds of their supporters. See also the print campaign.

Hu Jia in Adidas TV ad


Sui Feifei, basketball player with the Sacramento Monarchs, leaps towards a goal held by Chinese supporters. Zheng Zhi, captain of the Chinese football (soccer) team, does a crowd dive. Members of the Chinese womens volleyball team are backed up by the Chinese crowds. Hu Jia, gold medallist at the 2004 Olympics in the 10 metre platform, stands on a platform of people.

Zheng Zhi

The Chinese soccer team are buoyed on the wings of popular support.

Zheng Zhi, captain of the Chinese football (soccer) team, narrates. “I am Zheng Zhi. In the 1999 Qualification Games for the Olympics I was only 19 years old. It was my first time participating in such an important contest. I was extremely nervous. With thousands of fans cheering we did our best. However, in the end, we still lost the game. The Olympic dream was broken. I can never forget the disappointment on their faces. I will always remember how frustrated I felt. Over the years I have grown stronger and better and now I am looking forward to the Beijing Olympics. I won’t let them down again. Together with the nation we will create a new chapter in China’s football history. Impossible is nothing.”

Hu Jia Diving

Hu Jia narrates: “I am Hu Jia. The first time I entered the Olympics I won silver. The following 3 to 4 years I kept winning silver, again and again. Some people thought I could never win gold, which made me very upset. I didn’t believe that 1st place was unachievable. I pushed my limits and trained extremely hard and finally in Athens I won. In 2008, in my hometown, I want to challenge myself once more.”

CVA (Chinese Volleyball Association)

Feng Kun, captain of the Chinese Womens Volleyball team, narrates: “In the final match of the Olympic Athens Games, the whole nation was watching us and expecting us to win gold. We had not won gold for 20 years. How could we lose? Because of the heavy pressure, we performed badly. We had the feeling we were going to lose three sets in a row. In the key moment, our coach said, “Release your pressure. Do not overthink. Just play”. After getting rid of our burden, we finally won. In 2008, we will turn everyone’s expectations to be our motivation”

Adidas Impossible is Nothing Credits

The Adidas Olympics 2008 campaign was developed at TBWA/China, by creative directors Yang Yeo and John Merrifield, creative director/copywriter Sarawut Hengsawad, creative director/art director Elvis Chau, associate creative director Lesley Zhou, art directors Nie Lang, Xia Zheng, Susie Sun, Amani Qian, copywriters Lesley Zhou, Nicky Zhang, Michelle Wu.

The spots were directed by Marie Hyon and Marco Spier via Stink/Psyop, with executive producers Justin Booth-Clibborn (Psyo) and Daniel Bergman (Stink), producers Lucia Grillo (Psyop) and Mungo Maclagan (Stink), director of photography Alex Melman, associate producer Nathan Jew (Psyop).

Other Psyop staff were Lead TD team Pakorn Bupphavesa, designers Kim Dulaney, Marie Hyon, Joshua Harvey, TD team Alvin Bae, Bashir Hamid, Chris Bach, Damon Ciarelli, Ted Kofsatis, Tony Barbieri, VFX supervisor Theo Maniatis, Modeling/ Rigging team Lee Wolland, Kitty Lin, Anthony Patti, Rie Ito, Jaye Kim, animators Ian Brauner, Justin Burton, Nicholas Johnnides, Gerald Ding, Eddy Estevez, Chris Santoianni, Jae Ham, Jed Mitchell, Melanie Tonkin, CG team Pat Porter, Mike Papagni, Rich Magan, Pete Hamilton, Helen Choi, Anthony Patti, Tatchapon Letwirojkul, Andreas Berner, Massive team Joerg Liebold and Dave Baron, compositors Matt Hanson, Bee Jin Tan, Elliot Blanchard, Borja Pena, Eric Concepcion, Makoto Sato, Theo Maniatis, Aska Otake, Joe Vitale, tracking team Hyunjeen Lee and Seung Hyung Lee, lead Roto Artists Leslie Chung and Joshua Bush, Roto artists Joseph Oberle, David Marte, Carlos Rosario, Tiffany Chung, Will Frazier, Max Kornev, Rich Pernice, Jelena Vukosav, Alejandro Monzon, Kristian Mercado, Stefania Gallico, Jess Mireau, editor Cass Panini and assistant editor Brett Goldberg.

Cell Animation was produced at Boolab.

Audio post production was done at Sound Lounge. Music was composed by Drazen Bosnjak, Julian Fane and Naren Rauch at Q Department (Zheng Zhi, Hu Jia and CVA) and by Haydn Walker at Song Zu (Together)