To mark 100 days to go till the Paris 2024 Paralympic Video games, the Worldwide Paralympic Committee (IPC) has launched a promotional movie that addresses the romantic stereotypes of what some individuals suppose the Paralympics symbolize versus the brutal actuality of high-performance sport.
Paul McCartney’s 1984 seminal track We All Stand Collectively is the soundtrack for the movie titled ‘The Paralympic Dream’ which, like the unique music video, options beautiful animated scenes.
The advert was developed by the IPC’s promoting company adam&eveddb. The artistic is initially set in a dream-like animated metropolis of Paris the place Para athletes run, leap, fence, and paddle, hand-in-hand alongside loveable singing crops and animals.
Nonetheless, the animated love-in and track is abruptly interrupted with the tough realism of Paralympic sport as British Paralympic taekwondo athlete Amy Truesdale is kicked within the chest and crashes to the mat.
As Amy climbs again to her toes and lands a blow on her opponent, the advert cuts to a shocking montage of excellent sporting motion from earlier Paralympic Video games.
The movie is being made out there to the IPC’s media rights holders and members organisations to help their promotion of the Paris 2024 Paralympic Video games.
Craig Spence, the IPC’s Chief Model and Communications Officer, stated: “With our Paris 2024 Paralympic promotional movie we wished to problem the perceptions and stereotypes some individuals have of the Paralympic Video games in essentially the most enjoyable and artistic manner attainable.
“For some, the Paralympics is an idyllic occasion the place the athletes are carefree and simply completely happy to be there. The reality is that Paralympic sport is very aggressive and, at occasions, fairly brutal. To compete on the Paralympics, you need to be a world-class high-performance athlete and we present this within the movie by fast-paced sporting motion.
“We created this movie as a result of we’re aiming for the Paris 2024 Paralympic Video games to draw file TV audiences and big crowds of spectators. This movie might be utilized by Media Rights Holders and IPC member organisations to have interaction new audiences in what might be spectacular and historic Paralympic Video games this summer season.”
adam&eveDDB selected the Paul McCartney observe for the advert as a result of it has a loveable childlike high quality that completely matches the idealistic world they have been making an attempt to create after which jolt them out of it in essentially the most memorable manner attainable.
The advert, which additionally has a 30 and 15 second cut-down in English, has been made out there in 9 languages, and has audio-described and subtitled model.
