Samsung Goes 'Real, Raw and Pitiless' in Gritty Paralympics Ad

Athletes have problems, just not with their bodies

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"The idea of 'Sport Doesn't Care' is that sport is the great leveler," says Carlo Cavallone, ecd at 72andSunny in Amsterdam, of his agency's hard-hitting 90-second spot for Paralympics sponsor Samsung.

"Abled and other-abled athletes are exactly the same when it comes to competing," he tells AdFreak. "Paralympic athletes don't go to the games because they want to make a statement about their disability; they go because they want to win a medal. This is often missed in the communication about this event."

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