February 28, 2014

'What's Your Problem? Sport Doesn't Care': top Paralympic athletes star in campaign spot

Top sportsmen taking part in the Sochi Paralympics have starred in a Samsung ad titled "What's Your Problem? Sport Doesn't Care." The spot focuses on the problems the athletes face while competing for long sought-after medals.

The Samsung spot demonstrates how leading Paralympians, just like able-bodied athletes, deal with difficulties connected with competing, such as the cold, the wind and the early wake-up call.

The athletes share their problems with the viewers, “I am not a morning person,” I hate the rain,” “Head wind is the worst”, and “Every muscle hurts.”

The athletes who participated in the spot include Australian skier Jessica Gallagher, Korean sledge hockey player Seung-Hwan Jung, US Snowboard Cross competitor Evan Strong, German skier Anna Schaffelhuber, Polish cross-country skier Katarzyna Rogowiec and Canadian sledge hockey player Greg Westlake.

Still from YouTube video/Samsung Mobile

Still from YouTube video/Samsung Mobile

The spot was created by Amsterdam-based design company 72andSunny, and was directed by Sundance award-winning director Henry-Alex Rubin.

It follows a kickoff manifesto spot which was released on February 20, with a third spot set to appear on March 7.

Around 700 athletes from over 40 countries are due to participate in the Paralympic Games, which includes five sports – alpine skiing, sledge hockey, wheelchair curling, biathlon and cross-country skiing.

The Paralympics will take place March 7-16.

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