In the lead-up to the 2008 Beijing Paralympic Games, Publicis Mojo, the advertising agency for Australian Paralympic sponsor Toyota, donated its services to create a campaign to promote Paralympic sport and assist the fundraising efforts of the then Australian Paralympic Committee (APC). The campaign was based around the tagline ‘UNBELIEVABLE’. Three radio ‘community service advertisements’ (CSAs) were released in September 2007, followed by three print ads in July 2008. In July 2008, as the Games approached this TV ad, featuring Matthew Cowdrey, was distributed. As with the radio and print ads, the APC had no money to buy space, so it relied on the goodwill and support of media outlets and the influence of Toyota and Publicis Mojo. Fortunately, the TV ad was played widely and seen by millions of Australians.
Date: July 2008
Author: Created by Publicis Mojo for the Australian Paralympic Committee.