Ad of the Day: Paris Paralympics spot cuts through condescending tropes
The empowering new campaign from ad agency Adam&EveDDB banishes misconceptions about the event and takes today’s gold medal.
As excitement builds for a summer of sport, the International Paralympic Committee has released an ad that hopes to challenge perceptions about the event.
What makes the spot so brilliant is the build-up. It opens with a bright and colorful aesthetic that radiates positivity and togetherness, combined with cartoon-style animation and a sickly-sweet soundtrack. This narrative is ultimately slashed halfway through to reveal a dramatic, competitive and realistic approach.
It builds on the idea that the Paralympics is usually seen as bringing people with disabilities together to participate in joyous sporting harmony. Instead, the short film emphasizes the impressive athleticism and edge-of-your-seat competition that takes place during the event.
The ad has a real surprise element and definitely has the ability to drive excitement and engagement for the upcoming competition.