22 Comments

Eh they're alright — the wheelchair one comes over as a bit patronising though "Really!? Just with his arms?? Bless him." Then the horse one sounds like an internet meme.
G
2011-09-12 17:45:49

I like the imagery but I'm not too sure about the strap-lines. Some seem a bit insensitive.
Dan
2011-09-13 10:44:50

At last what the Olympics needs!

Imagery and typography that suggests movement, sport and energy.

These remind me of the old style nike ads (which isn't a bad thing).

Think the basketball headline is the best, perhaps the headlines should have had more of a theme, all about angles, speeds etc.



All in all a good job of bringing a positive focus on a part of the Olympics that 95% of people would easily forget about and overlook.
Tom
2011-09-13 11:42:00

I like that the copy avoids hyper-sensitivity in discussing the various sports. Pretorias' legs are eye-catching, blind people can't see, travelling 400m in 46 seconds using just your arms is impressive, and riding a horse when you haven't got any legs is probably pretty bloody difficult.

Highlighting these things in order to give a sense of the difficulty of these sports and the achievements of the athletes isn't insensitive or patronising – it's descriptive and empowering.
Ed
2011-09-13 11:46:15

brilliant thinking AND brilliant execution of messages! each and every one of the participants are amazing and so so brave and the manner in which they have been portrayed in these ads are exceptional. Well done McCann Worldgroup, you can take a bow.
Lorraine du Plessis
2011-09-13 13:58:47

I like these, particularly the basketball headline, and agree with @Tom comment.
bluepigcreative
2011-09-13 14:16:12

Imagery is great -- exciting! But the copy is a bit uninspired.
Nancy Prendergast
2011-09-13 14:17:14

This is SUPER DUPER! Charging stuff!!!
Gaurav Mishra
2011-09-13 14:47:35

Why 'Don't Look at The Legs'? They're precisely what everyone will be looking at.

Nice illustrations though.
Mac
2011-09-13 15:06:08

Von art is great, the concept is cool, copy is nice but a little too long.

I suggest:
1. Footprints of a victory.
2. No legs, he needs an hand.
3. No walking, just trotting.
4. Why run if he can fly?
5. She didn't see that coming.

Cheers
Miguel Rocha
2011-09-13 15:27:49

Glad to see they didn't have to stick to the Olympic guidlines - that really would be disabling.
Tofurky
2011-09-13 15:29:01

You cant do anything but look at something as technologically advanced as those legs.

We see the future right there in Cyborg technology, Robotic Military Vehicles, and technology to help the disabled.

I don't like these adverts at all. But they answer the brief make the Para (Parallel) Olympics as exciting as you can?
If not!
then why the dynamics in the imagery.
The text is not in that same punchy dynamic imagery style, it lumbers, perhaps this is intentional or is it incidental?

Ace...
Cheesy
2011-09-13 16:18:52

Brilliant ad, fantastic visuals and the copy fits very well!! Very inspiring
Weedy
2011-09-13 17:30:38

The lovechild of Nike + Barnardo's?

(Having worked on both.)
Curator
2011-09-13 17:35:22

HelloVons seriously nailed this on the head and gave the area the attention it needs.

Inspiring.

( @Curator I can definitely see your Nike ref in there - in somewhat an inverted brighter style )
James
2011-09-14 09:04:11

@Miguel Rocha:

"1. Footprints of a victory.
2. No legs, he needs an hand.
3. No walking, just trotting.
4. Why run if he can fly?
5. She didn't see that coming."

WTF?

Don't give up the day job, unless it's writing short copy.
John Taylor
2011-09-14 15:04:37

400 metres in 46 seconds. Just with his arms!



Why does the headline tell me "just with his arms"? Doesn't the picture tell me that?


Appalling waste of an opportunity!
Ryan
2011-09-14 15:18:20

I think the art direction is great. Perfect fit using von to convey the attitude, movement and effort that's involved in such things. Yes you could argue that the copy is a little over descriptive but not everyone who views it is some sarcastic creative and may need things spelling out a little more.



I saw one this morning on the back of the bus and as it whizzed by I read the whole thing and got it...meaning I wasn't left trying to figure out what it all meant with some over ambiguous trying to be [deleted] clever copy.



To be totally honest I'm more shocked at some of the people who crit this work negatively and then link their name to some shockingly massive shower of [deleted] site that they think sells them well. Good night and [deleted]
The Law
2011-09-14 18:01:00

the illustrations are amazing but for me it feels a bit too much like a sponsor's campaign rather than posters for the actual event. There are so many sponsors using the logo in the corner of ads that I would probably dismiss this as the same.

@Migual Rocha - "5. She didn't see that coming" - ???!!!! I have to agree with @John Taylor there.
al
2011-09-15 11:08:28

They've caught my eye while I walk around London. I like the fact that they are pointing out certain aspects. Some might think that straplines like '400 metres in 46 seconds. With just his arms' may come across as a bit patronizing, but you're being offended on behalf of someone. If anything, this should impress you! I know damn sure that I wouldn't be able to do 400 metres in 46 seconds in a wheelchair. In fact the idea of doing so blows my mind. Riding a horse without legs? Once again, amazing.

They're not belittling them or patronizing them, they're pointing out what makes the paralympic games so bloody impressive. They're not being insensitive; they're empowering. They're not using safety language; they're saying pointing out the facts.

On top of all that, they're eye-catching and quick to get the message across. Total win in my opinion.
Corey Dutson
2011-10-06 12:38:27

i would like to know if disabled peopel were involved in developingthese add - if disabled people were asked about how they want to be protrayed - think about it folks - remove disability and put race or gender in there instead -
"dispite being a woman..."
"although not white..."
these are and should be viewed as offesnive prepositions and are not acceptable to apply to disability.
pat mc manus
2011-10-19 15:39:35

The games are about people rising to the top of their ability whether they are disabled or able bodied, so a poster campaign about being the best you can be might be apt
zed lawrence
2011-12-31 18:29:33

Tell us what you think

Your comment: What happens with my feedback?

What happens with my feedback?

We no longer require you to register and have a password in order to comment, simply fill in the form below. All comments are moderated so you may experience a short delay before your comment appears. CR encourages comments to be short and to the point. As a general rule, they should not run longer than the original post. Comments should show a courteous regard for the presence of other voices in the discussion. We reserve the right to edit or delete comments that do not adhere to this standard.

Name: (required)

Title:

e-Mail: (required)

URL