There may be a billion in China but there is only one you is the main message of this spot. On the surface it is attempting to buck traditional Chinese thinking which deemphasize individuality and appeal to the millennial Chinese with money to spend and a desire to stand out. Granted most of the shots are demonstrating group sports. And in fact the whole premise is based on collectivism. Each sport influences another sport, so everyone is exhibiting their creativity in an appropriately collective manner. The jogger influences the football player etc. But in the end that influence extends to the entire sport or the entire team.
And when it comes to team sports, that's not a bad thing. Besides, adidas has always been a "we" brand, not a "me" brand like Nike. Even when they focus on an individual athlete it tends to be one who seems like they're humble If anything, this spot aims to appeal to the biggest mass audience in China by focusing on the national athlete superstars like China's National Volleyball player Hui Ruo Qui, Olympic Swimmer: Ning Ze Tao not to mention international superstar and all around good guy David Beckham.

Client: Adidas VP, Global Brand Communications: Ryan Morlan Senior Director, Global Brand Communications and Media: Lia Stierwalt ​ Director, Global Brand Communications: Jenny Chen Senior Manager, Creative Production & Shoot: Eleanor Fitzgerald VP, Brand Director Sports Performance - adidas China: Marc Leroux VP, Brand Activation - adidas China: Philip Ho Senior Director, Brand Communications - adidas China: Josephine Tsai Director Brand Communications - adidas China: Lorna Luo Manager Brand Communication Training - adidas China: Amy Fan Agency: 72andSunny Los Angeles​, New York Chief Creative Officer, Co-Founder: Glenn Cole Group Creative Director: Frank Hahn Creative Director: Wei Wei Dong Creative Director: Matthew Carey Creative Technologist: Tim Grover Writer: Ben Wiley Designer: Brandon Mai Chief Production Officer: Tom Dunlap Executive Producer: Kerli Teo Producer: Jenny Jones Group Brand Director: James Stephens Brand Director: Ryan Warner Brand Manager: Brian Kim Brand Coordinator: Brittany Allen Group Strategy Director: Sudeep Gohil Strategy Director: Ginger Xiang Senior Strategist: Marc Pardy Partnerships & Legal Director: Christina Rust Partnerships & Legal Manager: Kelly Ventrelli Junior Partnerships & Legal Manager: Noah Winter Production: Prettybird Director: Max Malkin Co-Founder / Executive Producer: Kerstin Emhoff Vice President / Executive Producer: Ali Brown Director of Production: Tracy Hauser Producer: Matt Wersinger Editorial: Lost Planet NY Editor: Bruce Herrman Executive Producer: Krystn Wagenberg Producer: Paolo Solarte Sound Design: Barking Owl Sound Designer: Michael Anastasi Executive Producer/ CD: Kelly Bayett Producer: Ashley Benton VFX: The Mill NY Executive Producer: Melanie Wickham Senior Producer: Eliana Carranza-Pitcher Production Coordinator: Ashley Goodwin Shoot Supervisor: Eliza Randall 2D Lead Artist: Ilia Mokhtareizadeh 2D Artists: Vi Nguyen, Andre Vidal, Mikey Smith, Kyle Zemborain Motion Graphics: Laura Nash, Chris Mennuto Color: The Mill NY Colorist: Mikey Rossiter Color Assist: Nate Seymour and Elias Nousiopoulos Executive Producer: Dee Allen Color Producer: Natalie Westerfield Color Coordinator: Evan Bauer Mix: Heard City Audio Mixer: Eric Warzecha Audio Producer: Andi Lewis Audio EP: Sasha Awn Music Ash/Black Veil, by Apparat Music Supervision: Daniel Cross
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about the author

kidsleepy 17 year copywriter, now CD, who has worked in many cities including Pittsburgh, New York, Atlanta, Montreal and currently Los Angeles. I snark because I care. I ain't complainin' I'm just tellin' it like it is.

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