The Drum Awards for Marketing - Extended Deadline

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By Jennifer Faull, Deputy Editor

August 14, 2012 | 2 min read

In celebration of the London 2012 Paralympic Games, Sainsbury’s has launched a new TV advert, created by AMV BBDO, as part of an above the line advertising campaign.

Sporting icon and Paralympic Games ambassador, David Beckham has featured in the ad, which is due to air on 15 August 2012 to an expected 8 million viewers during an Emmerdale advert break.

The ad, which launches tomorrow, has focused on the Paralympics GB athletes as they prepare for London 2012, highlighting their determination, dedication and desire to win.

Jat Sahota, head of sponsorship at Sainsbury’s, said: “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. 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.

“As the first ever Paralympics-only sponsor, we are proud to support all ParalympicsGB athletes and hope this advert will add to the build up around the London 2012 Paralympic Games, helping to make it the best games ever.”

In a previous advert for Sainbury’s Beckham had a go at blind football.

Commenting on the new ad he said: “I wanted to become an ambassador for Sainsbury’s Paralympic campaign as I've always been blown away by the skill, commitment and discipline of all the athletes. It has been an honor to help tell the stories of the athletes in the advert in preparation of the Paralympic Games. I know there are going to be many inspirational performances in front of a passionate home crowd this summer.”

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