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Canadian Paralympic Committee conducts campaign

The Canadian Paralympic Committee has begun an advertising campaign in support of the Canadian athletes who will compete in the upcoming 2014 Sochi Paralympic Winter Games. The campaign, developed by BBDO of Toronto, makes use of a 60-second television commercial called "What's There." It encourages viewers to look past the disabilities of Paralympic athletes to see their abilities. The creative features cross country skier and biathlete Mark Arendz, snowboarder Michelle Salt and sledge hockey players Tyler McGregor and Dominic Larocque. The campaign uses the tagline, "It's not what’s missing, it's what's there."

"When we look at Paralympic athletes, we can make the mistake of focusing on their disabilities instead of their extraordinary abilities," said Simon Craig, associate creative director at BBDO Toronto. "This campaign forces the viewer to see all the amazing things that make these Paralympic athletes great. To catch them in the midst of competition is an awe-inspiring experience by any definition."

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