David Beckham celebrates British Paralympians in Sainsbury’s advert

In celebration of the London 2012 Paralympic Games, Sainsbury’s tomorrow (Wednesday 15th August) launches a new TV advert as part of an above the line advertising campaign with global sporting icon and Paralympic Games Ambassador David Beckham.

The TV advert, which airs on ITV at 19:15 on Wednesday 15 August to an expected 8 million viewers - during the Emmerdale advert break - focuses on ParalympicsGB athletes as they prepare for the London 2012 Paralympic Games. Highlighting the dedication, determination and desire of the athletes, the advert draws parallels to everyday moments, celebrating the extraordinary achievements we all accomplish.

David Beckham, who had a go at blind football himself in a previous advert for Sainsbury's, is continuing his support of Paralympic athletes with the retailer, helping to inspire the team to achieve sporting excellence at the home games this summer.

David commented: "I wanted to become an ambassador for Sainsbury's Paralympic campaign as I've always been blown away by the skill, commitment and discipline of all the athletes.

"It has been an honour to help tell the stories of the athletes in the advert in preparation of the Paralympic Games. I know there are going to be many inspirational performances in front of a passionate home crowd this summer."

Showcasing Sainsbury's commitment to making the Paralympic Games the best games ever, the advert launches two weeks before the London 2012 Paralympic Games Opening Ceremony and features a raft of Paralympic stars - including Sainsbury's Active Kids ambassador Ellie Simmonds.* 

Created by advertising agency AMV BBDO, the advert was produced by creative production companyGorgeous.** The advert will be broadcast across terrestrial and satellite channels in both 60 and 40 second formats, both ahead of and during the Paralympic Games.

Jat Sahota, Head of Sponsorship, Sainsbury's says: "We wanted to showcase how each of us - from athlete to the person-on-the-street, takes an extraordinary path in our own lives, and David was fantastic in his support. It is a pleasure to work with someone who is so committed to inclusive sport, which echoes our view of promoting healthier, more active lifestyles for all.

"As the first ever Paralympics-only sponsor, we are proud to support all ParalympicsGB athletes and hope this advert will add to the build up around the London 2012 Paralympic Games, helping to make it the best games ever."

Notes to editors

* Athletes featured

• Melanie Clarke - Archery
• Jonnie Peacock - Athletics
• David Weir - Athletics
• Helen Turner & Claire Strange - Basketball
• Jon-Allan Butterworth - Cycling
• Simon Wilson & Craig McCann - Fencing
• Ellie Simmonds - Swimming

** Created and produced by

• Production Company - Gorgeous
• Director is Tom Carty
• Producer is Sam Levene
• Creative Director - Paul Brazier, AMV
• Creative (copywriter) - Gary Walker, AMV
• Creative (art director) - Huw Williams, AMV
• Agency producer: Yvonne Chalkley, AMV

London 2012

• Sainsbury's is the first ever Paralympic Games-only sponsor and this landmark commitment to the Paralympic Movement is the largest sponsorship ever of a Paralympic Games.
• Sainsbury's is committed to promoting a healthier, more active lifestyle for all, regardless of ability, and supporting the values of courage, determination, inspiration and equality on which the Paralympic Movement was founded.
• Sainsbury's will be using its partnership of the London 2012 Paralympic Torch Relay to engage and celebrate those who make a lasting difference in attitudes towards disability in the UK and create opportunities for change in disabled people's lives

Active Kids

• David Beckham joins Ellie Simmonds as ambassador to Sainsbury's Active Kids campaign
• Sainsbury's Active Kids was launched in February 2005, in response to growing concerns around children's activity and obesity levels.
• Active Kids has donated over £115 million worth of equipment and experiences to nurseries, schools, Scout and Guide groups, and Clubmark accredited sports clubs (or acceptable equivalent), can exchange for a variety of sports and activity equipment and experiences.