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SBD/March 7, 2014/Marketing and Sponsorship
Citi, P&G, The Hartford Release Paralympic-Themed Ads For Live Broadcasts
Published March 7, 2014
THE HARTFORD, P&G FLOCK TO PURDY: The Hartford, a longtime sponsor of the U.S. Paralympic Team, developed two separate spots featuring Paralympic snowboarders Amy Purdy and Evan Strong. The spots, called “What Defines You,” showcase each snowboarder on the slopes and features their voice talking about what they do. It closes with the words, “The Hartford proudly supports Paralympic athletes and all Americans who define themselves by what they can do, not what they can’t.” Meanwhile, P&G developed its first Paralympic-specific spot to support its sponsorship. The spot is called “Tough Love” and it features mothers of children with disabilities helping them to compete. It is narrated by Purdy, who says, “You could have protected me. You could have taken every hit. You could have turned the world upside down so I could never feel pain. But you didn’t. You gave me my freedom.” It closes with the words, “The world’s toughest moms raise the world’s toughest kids.” It shows logos for P&G’s Tide, Bounty, Pantene and Duracell brands.
OTHER SPONSORS GETTING INVOLVED: Other Olympic sponsors also developed Paralympic-specific ads. AT&T has a spot with Heath Calhoun, a double-leg amputee and Iraq vet who is a member of the Paralympic ski team, that aired during the Sochi Games. United and BP have spots that feature both Olympians and Paralympians, while Kellogg’s has a digital short on Purdy and Liberty Mutual has a digital spot on Roman. Samsung, an official sponsor of the Int'l Paralympic Committee, has an ad that is airing on CNBC and CNN that shows Paralympians from around the world training before the slogan “Sport Doesn’t Care.”