Watch the screen closely in this clever spot for the Canadian Paralympic Committee, out of BBDO Toronto. Directed by David Quinn, the spot begins with the action taking place on a narrow strip of screen, with the rest blacked out. As the ad continues, the screen gets gradually bigger until we see more of the Winter Paralympic athletes. They include cross country skier and biathlete Mark Arendz, snowboarder Michelle Salt and sledge hockey players Tyler McGregor and Dominic Larocque, all of whom will be competing in Sochi next month. It's only at the end of the spot that Arendz's missing limb is revealed, leading us into the tagline: It's not what's missing, it's what's there.
The campaign also features print and digital ads that features household names and up and coming athletes.