Sainsbury's brings in Beckham for 'extraordinary' Paralympic push

Sainsbury's is launching a 'here's to extraordinary' TV campaign starring David Beckham tomorrow (15 August) that will push its Paralympic Games sponsorship.

The creative focuses on ParalympicsGB athletes as they prepare for London 2012 and aims to highlight the dedication, determination and desire of the athletes.

Abbot Mead Vickers/BBDO created the TV execution that draws parallels with everyday moments and celebrates the extraordinary achievements of everyday people.

The spot will launch during Emmerdale on ITV at 7.15pm tomorrow, two weeks before the start of the Paralympic Games, and will feature Paralympic stars and Sainsbury's Active Kids ambassador Ellie Simmonds.

Ellie Simmonds is competing in the swimming, while other sporting stars include archer Melanie Clarke, athletes Jonnie Peacock and David Weir, basketball players Helen Turner and Claire Strange, cyclist Jon-Allan Butterworth and fencers Simon Wilson and Craig McCann.

Jat Sahota, head of sponsorship at Sainsbury's, said: ""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."

Beckham has already starred in a Sainsbury’s ad, which featured him having a go at blind football in order to raise the profile of the Paralympic sport.

Subscribe to Campaign from just £57 per quarter

Includes the weekly magazine and quarterly Campaign IQ, plus unrestricted online access.


Looking for a new job?

Get the latest creative jobs in advertising, media, marketing and digital delivered directly to your inbox each day.

Create an Alert Now

1 Why your iPhone is killing your creativity

Every day, the insatiable parasite that is your smartphone makes you worse at your job, writes a group creative director at Ogilvy.

Case study: How 'This girl can' got 1.6 million women exercising

1 Case study: How 'This girl can' got 1.6 million women exercising

"This girl can" was based on a powerful insight: that the fear of judgement by others is the primary barrier holding women back from participating in sport.

Just published