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5 Hard-Hitting Paralympic Commercials That Emphasized Grit And Resilience

Olympians have the power to entertain, inspire, and even move us. But there’s another side to the sporting world that we often overlook, thereby, robbing it of the recognition it deserves. Yes, it’s the Paralympics! Thankfully, brands are increasingly taking cognizance of the efforts that they put into their training and the never-say-die attitude that each one of them wears with pride. This is best exemplified through the various impactful adverts that are now being centralized around them. And as promised in our previous blog on the best Olympic commercials, we are back with some of the best Paralympic commercials in today’s blog.



So, here we are with the 5 best Paralympic commercials that not only made everyone take notice but also inspired millions around the world.


1. Canadian Paralympic Team: It's More Than Sport (2012)

What does it take to be a Paralympian? Is it grit? Resilience? Well, faith is what keeps you going in all facets of life, including parasport.



The Canadian Paralympic Team released this 30-second spot during the 2022 London Olympics. The ad exhorts people to become a part of Paralympics in whichever way they can- either as Paralympians or as their supporters. And why not? After all, it’s more than sport!


2. Channel 4 Entertainment: Yes, I Can (2016)

British broadcaster Channel 4 has developed quite a reputation for itself when it comes to releasing the most impactful Paralympic commercials.



Buoyed by the success of its 2012 London Paralympics ad campaign Meet The Superhumans, Channel 4 launched this wonderful advert that underlines that everyone has amazing abilities, regardless of whether they have an impairment or not. The 3-minute ad consists of close-ups of Paralympians training for their events, which underscores that the chances of one’s success depend majorly on their self-belief.


Regardless of what I write, I don’t think words can do enough justice to this one hell of an ad. So, quit reading and watch this awesome commercial to know what I am talking about.


3. Paralympic Games: WeThe15 (2016)

So, how do you conduct yourself in front of a differently-abled fellow? In case you are one of those who are overly sensitive to their plight and take pity on their situation, this advert is for you.




Yes, it’s for you, and you need to stop! This witty 2-minute ad shows that people with disabilities are just as normal as anyone else and wish to be treated accordingly. Enough of your sympathies! And in case you see them as heroes, you need to take a break too. Jeez, they have a disability, stop putting them up on a pedestal! They had to bring in Paralympians to drive home their point. That’s how bad it is!


4. Samsung: 2012 Ad

So, do you think the Paralympics have less competition since the athletes compete with differently-abled people? Well, they compete with Paralympians who are just as good as them!



The 95-second spot shows Paralympians training for their sporting events as their trainers and coaches continuously push them to do better. So, brace yourself for breathtaking close-ups of archers taking shots, swimmers diving into the pool, and runners sprinting for their lives- all with one or more limbs missing!


So, do you still think they have it easy?


5. Channel 4 Entertainment: Super.Human. (2021)

Didn’t I tell you Channel 4 has a knack for dishing out some of the most memorable Paralympic ad campaigns? Well, after its successful campaigns in 2012 and 2016, Channel 4 released this gem of an ad in 2021.



The 2021 ad went beyond merely depicting the immense talents that these Paralympians possess but also highlighted the various struggles that they have to deal with ranging from childcare issues to tending to their injuries. Thus, the entire point of this advert was to humanize the Paralympians and the greater disabled community across the UK, unlike their previous Superhumans campaigns that perpetuated a new ‘Terminator-like’ stereotype of disabled athletes.


I’d say they pretty much succeeded in their efforts- those Paralympians in the ad indeed seem like just ordinary people, with extraordinary courage!


Wrapping Up

And that was a wrap of some of the most powerful Paralympic commercials. Paralympians showcase extraordinary human spirit and resilience. So, it’s obvious that the commercials celebrating them have to be equally inspiring. And the ads mentioned above surely do that!


We’ll be back with more awesome videos for you. Till then, stay tuned!

1 commento


Emily Mia
Emily Mia
25 lug

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