Look Past the Disability to the Ability

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With the Sochi Paralympic Winter Games on the horizon, BBDO Toronto has released a TV spot that compels viewers to look past the disabilities of Paralympic athletes — and instead fathom their complete, elite, world-class abilities. Simple execution. Powerful result.

“When we look at Paralympic athletes, we can make the mistake of focusing on their disabilities, instead of their extraordinary abilities,” said Simon Craig and JP Gravina, Associate Creative Directors, BBDO Toronto. “This campaign forces the viewer to see all the amazing things that make these Paralympic athletes great. To catch them in the midst of competition is an awe-inspiring experience by any definition.”

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