In contrast — World Wheelchair Rugby (WWR) had something very different to say for their Tokyo 2020 Paralympic Games spot. The spot follows a young wheelchair rugby player, inspired by pros like Paralympian Zak Madell, as he trains and rises in the ranks. But in the end, we see him lose, knocked to the court by Madell himself.
WWR’s message subverts a narrative we’ve seen a hundred times, one of inspiration and the underdog winning. WWR instead highlights the fierceness of competition for athletes in a sport many of us only associate with disability. We love a surprising concept, and the strong message WWR makes with this spot.
You can watch the ad here.