Care to go for a swim?

Cool commercial for the Canadian Paralympic Committee.

Here’s why it works:

1. Slow, epic music focuses your attention on the image.

2. Slow motion heightens dramatic effect.

3. Rewinding/backwards shot builds anticipation for what happens at the end/beginning of the reel.

4. Seeing a one-legged swimmer standing poised and strong at the diving board is unexpected and awe-inspiring.

5. “Save your sympathy for her opponents” is effective because it juxtaposes traditional sympathy for “disabled” people with that fact that Stephanie Dixon could school you any day….and twice on Sundays.

MarketingWes KaoAds, Marketing