“Countdown” is the TVC running predominantly in HK but also a bit in China. No print.

Imagine the pressure when the hopes and wishes of an entire nation are on one's shoulders.
adidas certainly understands the moment, which is why the film depicts thousands of the athletes countrymen sharing it together.
Together in 2008, Impossible is Nothing.

Title/Headline: Zheng Zhi / Hujia/ CVA/ Sui Fei Fei Agency: TBWA/China Client/Brand: adidas Creative director: John Merrifield – Creative-at-large Yang Yeo – Executive Creative Director Elvis Chau, - Creative Director Sarawut Hengsawad, Lesley zhou – Associate Creative Directors Copywriter: Lesley Zhou, Sarawut Hengsawad, Nicky Zhang, Michelle Wu Art director: Elvis Chau, Nie Lang, Xia Zheng, Susie Sun, Amani Qian Production House: Stink London Film Director: NEO Account Team: Koo Yeat Mung – Group Account Director Clare Xie – Account Director Planning: Sosuke Koyama – Associate Planning Director Production Company: Corbis Artist Representation First Launch: 1st Dec, 2007

Comments (9)

  • Neaner's picture

    That stepped over the fine line into creepy.

    Aug 07, 2008
  • Dabitch's picture

    I thought it was just me. It really rubs me the wrong way.

    Aug 07, 2008
  • brandonbarr's picture

    Not nearly as creepy as the Psyop ones with the athletes walking on top of the Chinese people, in my opinion.

    Aug 07, 2008
  • backwrite's picture

    Aaah, I guess I'm just an old sap. I loved it. I found it an inspiring "go get 'em, tiger, we're all behind you" message. I suppose you could see as over the line into hero worship or Chinese conformity or something like that, but it didn't cross the line for me.

    Aug 07, 2008
  • kamari's picture

    I liked it as well. Good piano score.

    Aug 07, 2008
  • RLDavies's picture

    I don't find it creepy, just dull, like most sport-themed ads. The theme was hard to grasp, at least for me. It was that repetitive piano that got on my nerves.

    Aug 08, 2008
  • Dabitch's picture

    I might be taking stuff personally due to recent events (I dunno) but I dislike that whole moving in unison bit - one giant superorganism with one mind - gets a bit too close to sci-fi horror territory. Also, bopping around your young child as basketball symbol? Tacky.

    Aug 08, 2008

Leave a comment

about the author

Dabitch Creative Director, CEO, hell-raising sweetheart and editor of Adland. Globetrotting Swede who has lived and worked in New York, London, San Francisco, Amsterdam, Copenhagen and Stockholm.