Launching two weeks before the Paralympic Games Opening Ceremony, Sainsbury’s ‘Here’s to extraordinary’ TV campaign promotes its sponsorship of the event and chimes an inspirational note that should resonate with those suffering from Olympics withdrawal.
Backed by an instrumental version of Manic Street Preachers’ Design for Life, the advert cinematically shows Paralympians training in everyday locales, from an empty road in the desert to a swimming pool, highlighting the athletes’ dedication and determination.
The ad features Sainsbury’s Active Kids ambassador and swimmer Ellie Simmonds.
Following Team GB capturing the nation’s hearts and minds for two weeks, this advert taps into the UK’s new found appreciation of less-celebrated and less-moneyed sporting stars toiling away at their sport outside the limelight and eventually triumphing on the world’s biggest stage.
The advert’s epic feel, and the starring Paralympians who have overcome the odds to excel, emphasise the extraordinary nature of the athletes. Yet the regular locations the athletes train in and the everyday situations in the advert, like a mother and young boy shopping for fruit, give Sainsbury’s an inspirational but down-to-earth, inclusive tone.
While Sainsbury’s will probably not become as popular as the next Paralympian hero, the campaign captures the nation’s love for these athletes and should direct some of that good will, as well as customers, towards the grocer.
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