Adidas Brings It All 'Together' for Olympics

NEW YORK Called “Together,” this new Adidas spot from TBWA\China opens with an eerie echo of clapping, snapping and the robotic repetition of a word that sounds like “kokum.” Welcome to the 2008 Beijing Olympics, where “Impossible is nothing,” Eastern style, especially if you’re into new sights, sounds and wall-to-wall people. Indeed, the art and production via from Psyop is at once abstract and literal: it turns out that “kokum” is the sound of a basketball being dribbled by star female athlete Sui Fei Fei.