Bring home the gold

Last week I wrote a blog about Olympic advertisements for Sochi 2014. There were advertisements that I liked and then there were advertisements that I half-liked, or like, not at all.

However, when it comes to advertisements, particularly commercial advertisements for the Olympics, I’m drawn to ones that have to do with the Paralympics.

Channel 4 had an amazing commercial for Paralympics that was shown at the Cannes Lions last year.

The commercial has Public Enemy’s “Harder Than You Think” playing to gritty shots of Paralympians exemplifying their strength in the stadium, in the water and in the gym—it demands your rapt attention.

The commercial successfully makes you forget entirely that these athletes have a disability. It’s the core message that their disability is not a crutch or weakness, but empowerment for them.

I remember feeling shivers and being unable to look away. I also felt immediately inspired by the athletes who looked back at you with defiance and assurance that you needn’t pity them.

Samsung recently released a commercial that Adweek describes as “real, raw and pitiless”.

 It continues the theme that one’s disability is not limiting and that Paralympians who participate in the games are not going to make a statement, but to win.

The commercial shows a number of different Paralympians’ lives and how each prepares to practice and succeed in their respective sport.

It shows how each athlete deals with same doubts and fears before a big game. It also continues to close the gap between athletes with disabilities and athletes without disabilities because the goal of the Olympics and the Paralympics is the same: to bring home the gold.