Ads We Like: Esso's 'Daddy No Legs' tells the story of a double amputee-turned-racer
Esso has backed a campaign to demonstrate "the difference a litre of fuel can make" – telling the story of David Birrell, a double amputee readying to compete in the Le Mans 24-hour motor race in 2022.
Former soldier Birrell lost both legs in Afghanistan. The documentary-style spot sees him reveal that his kids call him "Daddy No Legs" and highlights his passion for car racing, as well as his determination to overcome adversity and love for his family.
Launching on Facebook on Monday (19 August), the film was directed by Marcel Mettelseifen, best known for his work on documentaries following the Syrian Civil War such as Syria: Children on the Frontline and The Escape.
The creative was led by ITN Productions, with support from Adam&EveDDB and Esso's in-house team / Esso
The creative was led by ITN Productions, with support from Adam&EveDDB and Esso's in-house team.
Birrell said: “I was overwhelmed to be asked by Marcel and Esso to be part of this film about overcoming adversity. Car racing has changed my life, and alongside my family, has given me the strength to carry on and be an inspiration to my children. I was proud to work with Marcel and the team on this extraordinary film."
The latest marketing news and insights straight to your inbox.
Get the best of The Drum by choosing from a series of great email briefings, whether that’s daily news, weekly recaps or deep dives into media or creativity.Sign up