You may find this year's Canadian Paralympics Committee ad campaign somewhat familiar. That is because it is essentially a recap and print version of last year's stirring commercial starring such athletes as Ray Grassi and Stephanie Dixon. Advertising our top competitors for the 2012 London Paralympic Games, it really doesn't prey on feelings of pity.
Instead, the Canadian Paralympics Committee ad campaign encourages us to root for these handicapped athletes as we would any athlete. Toronto-based ad agency BBDO drives this point home with taglines like, "She doesn’t want your sympathy. But her opponents might," and "He doesn’t expect special treatment. Until he gets to the podium." The portraits of these athletes just makes them look that much more intimidating, really riling us up to cheer loudly.
Stirring Sport Campaigns
The Canadian Paralympics Committee Print Ads Are Absolutely Inspiring
Trend Themes
1. Inspirational Paralympics Ads - Brands can create ad campaigns that promote an inclusive portrayal of athletes of different abilities.
2. Empowering Athletes - Opportunities to innovate by creating more gear and equipment that is suitable for athletes of all abilities.
3. Diversity and Inclusion in Sports - Creating equal access and opportunities for all when it comes to sports and athletics.
Industry Implications
1. Sports - The world of sports and athletics can work to become more inclusive and diverse in their portrayal of athletes.
2. Fashion - The creation of fashionable and functional athletic wear and workout gear that caters to individuals with disabilities.
3. Technology - The use of technology to create and improve sports equipment for individuals of varying abilities, promoting inclusivity.