The Power of Paralympians Perfectly Expressed

Great advertising can’t always be summed up properly in words—you know it when you see it. The Lloyds TSB-sponsored Paralympics ads are so terrific, I had to share them with you today.

Athlete in wheelchair: 400 Metres in 46 Seconds, Just With His Arms

Bold headlines and graphic manipulation of the photos give a palpable sense of motion and power.

Oscar Pistorius running, headline: Don't Look at the Legs, Look at the Records

Using the most recognizable Paralympics athlete ever is a given. Most of us knew of Oscar Pistorius before he participated in the London Olympic Games. Watching him there probably made more people realize how athletic these “disabled” athletes are. This ad campaign pushes people to realize even more the excitement and power in the Paralympic Games, hopefully drawing in more of an audience.

Woman on horse: Making a Horse dance Isn't Easy. Without Legs It's Almost Impossible

You know I’m a fan of good copywriting, and these headlines are fantastic! Not only are they intriguing and entice you to want to see these athletes compete, but they also point out what you might be missing. Did you notice the woman above on the horse had no legs?

Two judo women: You Can't See It's a Perfect Throw. She Doesn't Need To.

In the above ad, you would’ve had no way of knowing if one (or both) of the athletes is blind–and that’s kind of the point.

Wheelchair athlete playing basketball: Tilt at 46 Degrees You're a Hero. Tilt at 47, It's Game Over

How perfect is that? I hope you were as impressed by these ads as I was. They made me want to see more, and that truly is a sign of great advertising.


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