Experience a Race as the World’s Fastest Blind Sprinter

Adam&eveDDB puts 17 seconds of darkness to strong effect

The ad shows a race through the perspective of U.S athlete David Brown. Adam&eveDDB / International Paralympic Committee

LONDON—When first viewing the new ad for the International Paralympic Committee, you might think your Wi-Fi is playing up or that the video hasn’t fully buffered. That’s because for the first 17 seconds of the 48-second spot, the screen is almost entirely black.

@saramayspary sara.spary@adweek.com Sara Spary is a freelance journalist based in London. She's been a reporter for eight years, covering advertising and consumer brands.