MAA Ad of the Week: adam&eveDDB for International Paralympics

Has to be this one: yes, it’s a great brief with loads of guaranteed global airtime for a cause that everyone surely supports.

But moving away from the predicted “more brave heroes” schtick is a brave move from the agency and reminds us that disability isn’t just something we should think about every four years. “Wonderfully ordinary” is a stroke of genius.

Inclusion, obviously, only works if it doesn’t exclude anyone.

A well-deserved gold.

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About Stephen Foster

Stephen is a former editor of Marketing Week and London Evening Standard advertising columnist. He wrote City Republic for Brand Republic and is a partner in communications consultancy The Editorial Partnership.