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Advertisers Increasingly Using Disability to Promote Their Products

3 Feb , 2015  


If any of you saw Amy Purdee in the Toyota ad on the Super Bowl, you probably understand was a breakthrough this is!

Are advertisers increasingly using disability to promote their products? After this year’s Super Bowl featured two adverts starring people with an impairment, the IPC’s Director of Media and Communications, asks if a new trend is emerging.

This is a question I’ve been asking myself a lot in recent months, especially after a flurry of commercials featuring leading para-athletes, para-sport and people with an impairment appeared on TV.

And, after seeing that two of the commercials that were aired during Sunday’s Super Bowl, starred people with an impairment, I think the answer is an overwhelming yes!

For those that didn’t see this year’s American Football finale – where 30 second adverts cost USD 4.5 million to air and are as talked about as the game itself – para-snowboarder and Sochi 2014 bronze medallist Amy Purdy featured in a spot for Toyota and youngster Braylon O’Neill in an ad for Microsoft titled “Empowering us all”.

Historically, advertising campaigns used to be the territory of supermodels, stars of film, TV or able-bodied sport, who were paid a handsome sum to endorse products via TV, radio and billboards. READ MORE


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