Brilliant Ads: The 2010 Vancouver Paralympic Games

The 2010 Vancouver Paralympic Games advertisements are a real shocker.

But in a good way.

Each print ad conveys strength while all that is shown are athletes with missing limbs. Oh the irony, these athletes are no where close to what we call, “disabled.”

The ads communicated two messages succinctly: (1) they’re handicapped, but (2) they’re tough. It is the usual message made simpler and more striking.

There is no room for sympathy, only admiration.

Also, when we look at the TV commercials, both ended with the athletes adopting the same posture as they did in the print ads, subtly increasing audience’s recall-retention of the message.

Advertising Agency: BBDO Toronto, Canada

Print

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TV