From Utopia to Reality: How the 2024 Paralympic Ad Challenges Misconceptions

At Brand Champions, we are strong advocates for challenging stereotypes and clichés. That's why, when we saw the new ad for the 2024 Paris Paralympic Games, we knew it had to be this week’s #FridayAd.?

Created by adam&eveDDB , this powerful campaign "aims to eliminate clichés around the games and highlight the athleticism of the event."?

The ad begins with a colourful utopian world, set to Paul McCartney’s saccharine track "We All Stand Together." Athletes frolic among fluffy clouds and flowers, supporting one another, humorously poking fun at the common misconceptions surrounding the Paralympic Games.?

This idyllic scene shatters in the second half when taekwondo athlete Amy Truesdale is kicked in the chest and crashes to the mat, shifting the narrative into the gritty reality of the games, and showcasing the sheer strength and power of the athletes.?

Today’s Paralympic Games have come a long way from their origins as a small gathering of injured war veterans. Now the world’s third-largest sporting event, watched by billions, the Paralympics still battle the misconception that the athletes are merely "participating" rather than competing.?

Bravo adam&eveDDB for debunking this myth in such a creative and ironic way. Will you be watching the Games this year??

Watch the ad here: https://youtu.be/dqMkLoutk1o?feature=shared