Virtus joins 100 Days To Go Celebration for Paris 2024 Paralympic Games

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More than 100 athletes with intellectual impairment are gearing up to compete at the 2024 Summer Paralympic Games, Paris 2024 from 27 August to 8 September across three sports: Athletics (T20 and F20), Swimming (S14) and Table Tennis (Class 11). Virtus is joining the #100DaysToGo countdown for Paris 2024 with the International Paralympic Committee (IPC).

IPC launch a promotional film for Paris 2024 that challenges the perception versus reality of the Paralympics 

  • Launched on 100 days to go to the Paris 2024 Paralympic Games, the advert celebrates the dedication and competitiveness of Paralympic athletes 
  • IPC makes advert available to all its media rights holders and member organisations for use as part of their pre-Games promotion 

To mark 100 days to go until the Paris 2024 Paralympic Games, the International Paralympic Committee (IPC) has launched a promotional film that addresses the romantic stereotypes of what some people think the Paralympics represent versus the brutal reality of high-performance sport.   

Paul McCartney’s 1984 seminal song We All Stand Together is the soundtrack for the film titled ‘The Paralympic Dream’ which, like the original music video, features stunning animated scenes. 

The advert was developed by the IPC’s advertising agency adam&eveddb. The creative is initially set in a dream-like animated city of Paris where Para athletes run, jump, fence, and paddle, hand-in-hand alongside loveable singing plants and animals.  

However, the animated love-in and song is abruptly interrupted with the harsh realism of Paralympic sport as British Paralympic taekwondo athlete Amy Truesdale is kicked in the chest and crashes to the mat.  

As Amy climbs back to her feet and lands a blow on her opponent, the advert cuts to a stunning montage of outstanding sporting action from previous Paralympic Games. 

The film is being made available to the IPC’s media rights holders and members organisations to support their promotion of the Paris 2024 Paralympic Games. 

Craig Spence, the IPC’s Chief Brand and Communications Officer, said:

“With our Paris 2024 Paralympic promotional film we wanted to challenge the perceptions and stereotypes some people have of the Paralympic Games in the most fun and creative way possible.  

“For some, the Paralympics is an idyllic event where the athletes are carefree and just happy to be there. The truth is that Paralympic sport is highly competitive and, at times, pretty brutal. To compete at the Paralympics, you have to be a world-class high-performance athlete and we show this in the film through fast-paced sporting action. 

“We created this film because we are aiming for the Paris 2024 Paralympic Games to attract record TV audiences and massive crowds of spectators. This film will be used by Media Rights Holders and IPC member organisations to engage new audiences in what will be spectacular and historical Paralympic Games this summer.” 

adam&eveDDB chose the Paul McCartney track for the advert because it has a loveable childlike quality that perfectly matches the idealistic world they were trying to create and then jolts them out of it in the most memorable way possible.