You've got to love it when an advertising campaign can amplify the voice of a remarkable person.
Nico Calabria's story isn't new. Born without a right leg or an acceptance of limitations, Nico's been in the spotlight for more than five years now, appearing on Ellen in 2007 when he climbed Mt. Kilimanjaro and earning millions of YouTube views two years ago with one of the more spectacular high school goals you're ever going to see.
But Powerade's new "There's Power in Every Game" campaign leading up to World Cup 2014 is helping to bring Nico's and other inspirational stories further into the mainstream. While Andres Iniesta is the biggest name, Calabria - the youngest member of the US National Amputee Soccer Team - is the star of the show. The two-minute ad takes us through Calabria's childhood and his evolution as an athlete using home videos and continues to give us chills after repeated viewings.
In addition to Calabria's story, Powerade's campaign tells the stories of other footballers from around the world who have overcome a variety of challenges – the loss of a parent, a traumatic car accident, illness and more - to experience something powerful in the beautiful game.
Powerade is a Coca-Cola Company brand and it is interesting to see the company doubling-down on the emotional power of sport in their World Cup Campaigns. This is an interesting contrast to the lighter touch taken by Pepsi and Gatorade.
See more of the "There's Power in Every Game" campaign and Nico Calabria at Powerade's Youtube channel.
