With the Sochi 2014 Paralympic Winter Games taking place from 7th March- 16th March, Canadian Paralympic Committee has launched a full fledged advertising campaign. This campaign is to make their presence felt during the Sochi 2014 XXII Olympic Winter Games starting from 7th February-23rd February, 2014.
‘It’s Not What’s Missing, It’s What’s There’ is the concept of the campaign which is featuring both print as well as television commercials. In this particular advertisement, it starts with majority of screen faded out and slowly showing the complete picture. This one minute ad shows the courageous and strength of the athletes in an inspirational manner.
As a viewer you are left exhilarated with that hairs rising moments when you witness the significant loss of the athletes and at the same time their passion towards the game. Not a sign of disability, the ad features the athletes as live wires – be it the Canadian sledge hockey players embracing each other after hitting a goal or biathlon Mark Arendz skiing with ease.
With unshakeable determination, they are fierce bunch of athletes taking on the world this Sochi 2014 Paralympic Winter Games.
Watch the video as these 60 seconds is sure to rejuvenate your souls.