Beckham In Sainsbury’s Ext- raordinary Paralympics Ads



Supermarket giant Sainsbury’s leverages its Paralympic sponsorship by launching its ‘Here’s To Extraordinary’ campaign.


The campaign’s approach aims to showcase the dedication, determination and desire of the athletes.


The initiative is fronted by David Beckham and spearheaded by a TV spot launched on 15 August, the creative focuses on Paralympic Team GB athletes preparing for London 2012.


The TVC, created by Abbot Mead Vickers/BBDO, compares the event with everyday moments and celebrates the extraordinary achievements of everyday people. The spot is being rolled out two weeks before the start of the Paralympic Games.


It features a set of Paralympic stars as well as Sainsbury’s Active Kids ambassador Ellie Simmonds.


Swimmer Simmonds is joined by archer Melanie Clarke, athletes Jonnie Peacock and David Weir, basketball players Helen Turner and Claire Strange, cyclist Jon-Allan Butterworth and fencers Simon Wilson and Craig McCann.


Beckham is the supermarket giant’s Paralympic ambassador and he also fronts the campaign’s digital work which revolves around a bespoke Paralympic site that includes webfilms, Paralympian information and bios, as well as details of the other parts of the initiative and about the Paralympics themselves.



His role in the creative is a continuation from his previous appearance in the first TV spot that leveraged Sainsbury’s Paralympic sponsorship which saw him train and play with Team GB’s visually impaired football team.



Supporting this TV work was a browser-based Blind Football game that seeks to simulate the Paralympic sport. Developed by Drum and supported by Sainsburys, it asks players to put on a pair of headphones and follow audio cues, listening for the shouts of team mates (and for the incoming ball, which contains a bell) to execute successful passes and score.


This earlier ad also supported Sainsbury’s ‘1 Million Kids Challenge’ initiative to get a million children playing Paralympic sport.


The supermarket’s Paralympic campaign brand identity and campaign also runs across other channels such as POS and owned media (such as Sainsbury’s delivery vehicles and shop fronts).


‘We wanted to showcase how each of us – from athlete to the person on the street – takes an extraordinary path in our own lives, and David was fantastic in his support,’ saus Jat Sahota, head of sponsorship at Sainsbury’s. ‘It is a pleasure to work with someone who is so committed to inclusive sport, which echoes our view of promoting healthier, more active lifestyles for all.’




Sainsbury’s own Paralympic campaign is further supported by the brand’s presence across Paralympic broadcaster Channel 4’s much acclaimed and admired ‘Meet The Superhumans’ initiative (which also features fellow sponsor BT).


These see the retailer’s logo and sponsorship included on both outdoor  and press executions as well as fronting TV sports and webfilms such as this powerful spot featuring wheelchair rugby.










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