A one-minute video of daredevils competing on snowy terrain initially appears to be like any other extreme sports ad meant to send your heart rate soaring.
Then, the camera pans back.
A snowboarder glides down on one leg. Hockey players knock each other over while sitting on adaptive sleds.
The spot, produced by the Canadian Paralympic Committee, shows sports fans what the often-overlooked Paralympic Games is truly about.
"It’s not what’s missing. It’s what’s there," the ad concludes.
This year, the Paralympic Games, which begin on March 7 in Sochi, Russia, will be more accessible to American viewers than ever before. NBC and NBC Sports Network will air a total of 50 hours of the games on television, and a live-stream of all events will be available on TeamUSA.org, Jamie Blanchard, communications manager for the U.S. Paralympics told The Huffington Post.
BBDO Toronto, the advertising agency behind the spot, hopes that it will inspire sports fans to tune in.
"This campaign forces the viewer to see all the amazing things that make these Paralympic athletes great," Simon Craig and JP Gravina, associate creative directors said in a statement, according to Fast Company. "To catch them in the midst of competition is an awe-inspiring experience by any definition."
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