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CoorDown “Assume That I can” 2024

CoorDown “Assume That I can” (2024) is a CoorDown commercial directed by Rich Lee for Small, produced by Indiana Production. It won 3 awards, including ANDY Awards 2024 Gold ANDY — IDEA and WARC Rankings 2025 Creative 100 #22.

A powerful ad where people with Down syndrome challenge societal assumptions by showing what they can achieve when given the chance.

Video: CoorDown on YouTube

Shot by shot

  1. A female bartender with pink curly hair and glasses squeezes a lemon behind a neon-lit bar, with other patrons visible in the foreground.© CoorDown0:01
  2. A young woman with Down syndrome sits at a bar, looking directly at the camera with a serious expression, surrounded by blurred people in a dimly lit club.© CoorDown0:06
  3. A father in a blue shirt tucks his daughter with Down syndrome into bed in her bedroom at night, gently patting her arm.© CoorDown0:13
  4. A man with dark hair and a grey hoodie looks around with a serious expression in a dimly lit gym.© CoorDown0:19
  5. A man with Down syndrome in a grey hoodie and glasses on his head practices boxing with a trainer in a dimly lit gym.© CoorDown0:22
  6. A male teacher in his 40s, wearing a grey suit and glasses, sits on a desk in a classroom, holding an open book and looking up with a thoughtful expression.© CoorDown0:28
  7. A young woman with Down syndrome, wearing a black bomber jacket, speaks directly to the camera in a dimly lit studio.© CoorDown0:37
  8. A woman with Down syndrome smiles as she serves a margarita at a bar, with colorful bottles and neon lights in the background.© CoorDown0:45
  9. A young woman with Down syndrome in a red top bursts through a doorway, looking surprised, followed by another woman in a striped top.© CoorDown0:50
  10. A young woman with Down syndrome practices boxing with a male trainer in a gym, hitting a red punching bag.© CoorDown0:54
  11. A young woman with Down syndrome sits at a desk in a classroom, reading a book, surrounded by other students.© CoorDown0:58
  12. A young woman with Down syndrome, wearing a red sweater, sits at an office desk, writing on papers with a pen.© CoorDown1:08

Stills © CoorDown. Made by Small, Indiana Production and Rich Lee.

Every shot, full-quality frames and clips, and search across every commercial. Free account.

The idea

Challenging assumptions by showing people with Down syndrome achieving their dreams.

Tagline: “ASSUME THAT I CAN SO MAYBE I WILL”

direct address to camerabreaking the fourth wallbefore and after comparisonempowerment narrativemontage of achievementsdefiance of stereotypes

The cut

Length
89 s
Shots
66
Average shot
1.4 s

What creatives use CoorDown “Assume That I can” for

  1. 01Reference frames for your treatment

    Pitching something with the feel of CoorDown “Assume That I can”? A screenshot from a video player won't hold up in a deck.

    Download any frame of this spot at full quality, with its credits, or search every spot for the same look.

    A female bartender with pink curly hair and glasses squeezes a lemon behind a neon-lit bar, with other patrons visible in the foreground.© CoorDownA young woman with Down syndrome sits at a bar, looking directly at the camera with a serious expression, surrounded by blurred people in a dimly lit club.© CoorDownA father in a blue shirt tucks his daughter with Down syndrome into bed in her bedroom at night, gently patting her arm.© CoorDownA man with dark hair and a grey hoodie looks around with a serious expression in a dimly lit gym.© CoorDown
    Frames from CoorDown “Assume That I can”

  2. 02Shot list example: how it was cut

    You need the structure of a great spot, shot by shot, for your storyboard.

    Every shot of CoorDown “Assume That I can” in order, with its length, framing and what happens in it.

    A female bartender with pink curly hair and glasses squeezes a lemon behind a neon-lit bar, with other patrons visible in the foreground.© CoorDownA young woman with Down syndrome sits at a bar, looking directly at the camera with a serious expression, surrounded by blurred people in a dimly lit club.© CoorDownA father in a blue shirt tucks his daughter with Down syndrome into bed in her bedroom at night, gently patting her arm.© CoorDownA man with dark hair and a grey hoodie looks around with a serious expression in a dimly lit gym.© CoorDownA man with Down syndrome in a grey hoodie and glasses on his head practices boxing with a trainer in a dimly lit gym.© CoorDownA male teacher in his 40s, wearing a grey suit and glasses, sits on a desk in a classroom, holding an open book and looking up with a thoughtful expression.© CoorDown
    Length: 89 s · Shots: 66 · Average shot: 1.4 s

  3. 03Ad ideas: every spot built on a direct address to camera

    Before you present an idea, you need to know who has done it, and how.

    CoorDown “Assume That I can” is built on a direct address to camera. Search the library by idea to see every spot that uses it.

    Lada “Thank You Russia”© LadaInspired by Iceland “Ask Gudmundur – The Human Search Engine”© Inspired by IcelandJack & Jones “Making The Cut”© Jack & JonesApple “Get a Mac”© Apple
    Lada · Inspired by Iceland · Jack & Jones · Apple

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Questions

Who directed the CoorDown “Assume That I can” commercial?

Rich Lee directed it, produced by Indiana Production, for the agency Small.

Which agency made CoorDown “Assume That I can”?

Small created it for CoorDown (2024).

What awards did CoorDown “Assume That I can” win?

3 awards, including ANDY Awards 2024 Gold ANDY — IDEA, WARC Rankings 2025 Creative 100 #22 and WARC Rankings 2026 Creative 100 #74.

What is the tagline of CoorDown “Assume That I can”?

“ASSUME THAT I CAN SO MAYBE I WILL”

Sources for the credits and awards

AdForumWARCWARC