The Paralympic Dream (Global)
The campaign aims to redefine public perception of the Paralympics, shifting focus from a heartwarming spectacle to a high-stakes athletic competition.
The striking 60-second TV spot dramatically contrasts a saccharine, idealized vision of the Paralympics with the raw intensity of elite sports. By juxtaposing a whimsical animated world with the gritty reality of Paralympic competition, the campaign challenges long-held misconceptions and celebrates the extraordinary athleticism of Paralympic athletes.
Featuring British Paralympic taekwondo athlete Amy Truesdale, the ad delivers a powerful message: “They’re not playing games.” The campaign will be rolled out globally across TV, online, and social media in the lead-up to the Paris 2024 Paralympic Games. This bold initiative is part of a broader effort to drive global viewership and recognize the Paralympics as a premier sporting event.