The Paralympic Games Paris 2024 are underway, providing a significant showcase that offers brands a unique opportunity for exposure. Aware of this, several brands have been aligning themselves with the competition for months through campaigns and advertisements that share a common theme: the values of unity, inclusion, effort, merit, and camaraderie.
International companies have also leveraged the visibility provided by an event like the Paralympic Games to activate their own advertising initiatives.
The American sports brand has released a 30-second spot titled “Winning is Winning,” which makes it clear that Paralympic athletes are not satisfied with merely participating in the competition. Their competitive spirit drives them to give everything on the field in pursuit of victory with absolute and fierce determination.
The ad, created by the agency Wieden + Kennedy Amsterdam, is narrated by Italian Paralympic fencer Bebe Vio and highlights the intense competitiveness of German athlete Markus Rehm, American Beatriz Hatz, and Spanish swimmer Nuria Marqués.
The British broadcaster has unveiled its advertising video titled “Considering What?”, which aims to change the condescending perception of people who view Paralympic athletes as competitors who merely “overcome” their disabilities. Instead, the campaign seeks to highlight Paralympic greatness and encourage viewers to appreciate these athletes for what they truly are: world-class athletes.
This campaign, produced by the agency 4creative in collaboration with the disability-focused consultancy Purple Goat, showcases the reactions of spectators to Paralympic sports—reactions that, while well-intentioned, are misguided. The video is the result of Channel 4’s research showing that 60% of Paralympic sports viewers watch the Paralympic Games to see athletes overcome their disabilities.
A notable detail: this is the first campaign that will not use the term “Superhumans.”
In celebration of the British Paralympic Association, ParalympicsGB, participating in the Paris 2024 Paralympic Games, Nestlé launched its campaign “Bring The Cheer for ParalympicsGB in Paris.” As part of the promotion, customers who purchased a special promotional package of Nestlé cereals had the chance to win tickets to attend the games.
The campaign featured five remarkable Paralympic athlete ambassadors: Hannah Cockroft Obe, wheelchair racing; Thomas Young MBE, para-athletics; Ellie Challis, para-swimming; Jack Hunter-Spivey, para-table tennis; and Will Perry, para-swimming.
Apple has launched its film The Relay, with the slogan “Designed for Everybody.” In the four-minute video, all the athletes featured use Apple products that help them achieve their goals, highlighting how the brand adapts to the various disabilities people have and the accessibility features tailored to each disability.
The film showcases the training routines of several athletes, emphasizing that Apple products are designed for every body. Whether it’s a sprinter, a wheelchair racer, or a swimmer, Apple offers useful applications for athletes, such as Workout on Apple Watch, which provides sleep metrics and exercise goals; Point and Speak on iPhone, an accessibility feature for people with low vision; and AssistiveTouch, allowing individuals with different limb abilities to use the Apple Watch with one hand.
Visa is running several campaigns in support of different Paralympic Committees, including Spain’s. Visa launched its campaign titled “Cards Worth Gold.” As part of this campaign, the company distributed 150 Visa cards across Spain, matching the number of Spanish athletes who participated in the Olympics. Those who find one of these cards will discover a QR code that allows them to learn about one of the 16 Paralympic disciplines featured in the games and receive an official T-shirt of the Spanish Paralympic Team for Paris 2024.
Additionally, Visa is creating content on its social media channels to highlight the start of the Paralympic Games.
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Una publicación compartida de Visa (@visa)
Image: Apple
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