Thought the Olympics were tough? A fast-paced spot out of 72andSunny Amsterdam promoting Samsung's sponsorship of the 2012 Paralympics make you wonder if these games aren't actually tougher than the ones that came before them. Scenes of Paralympians partaking in grueling training routines with bulldog coaches highlight the fact that this competition is clearly not for sissies. In a smart choice of talent, the spot was directed by Smuggler's Henry-Alex Rubin, who had previously documented the fierce sport of wheelchair rugby in his 2005 critically acclaimed documentary Murderball.