This Dramatic Sochi Paralympics Ad Asks Us to Focus on Skills, Not Disabilities

In celebration of the Sochi Paralympic Games, BBDO Toronto has crafted a dramatic ad that steers viewers towards the celebration of the athlete's skills and to look past their disabilities.

Using a letterbox effect, the ad focuses on only a select portion of each athlete at first. It only reveals their full identities at the very end of each scene, urging the viewer to realize a Paralympian can be every bit as impactful in performance as an able-bodied athlete.

Of the approach, BBDO Associate Creative Director Simon Craig said,"When we look at Paralympic athletes, we can make the mistake of focusing on their disabilities, instead of their extraordinary abilities. 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."

The Paralympic games will be held March 7-16.