2018 Winter Olympics Commercials Represent Diverse Abilities

For the 2018 Winter Olympic and Paralympic games, it is clear that brands are sending a new message to viewers by highlighting individuals of all abilities

Although several advertisers have reportedly cut back their ad spending for the winter olympics, the companies that will air creative advertising campaigns during the 2018 PyeongChang winter games are ready to show a new narrative of what it means to have “ability.”

Here is an overview of commercials that feature athletes and individuals succeeding in today’s world:

Microsoft AI Commericial featuring Common

Narrated by American hip hop recording artist Common, viewers can see how the power of AI makes an impact on today’s world and the way in which the technology sets a new precedent for new generations.

“Today, right now, you have more power at your fingertips than entire generations that came before you.”

Samsung “Do What You Can’t” Campaign

The commercial begins showing the difference between what it feels like to be encouraged and what it means to be or to feel discouraged. Even though the situation may be challenging, it does not mean that it’s insurmountable.

“We’re born to do what can’t be done. Do what you can’t.”

Apple’s “Dear Apple” Campaign

The AppleWatch is more than an electronic vanity piece. Apple shares the stories of several customers who have benefited from the technology that has the ability to help achieve fitness goals, monitor blood sugar levels and even save lives.

Toyota’s “Mobility for All” Campaign

Adweek reports that Toyota has made great efforts to launch its global campaign. The seven creative pieces of the campaign demonstrate how the company plans to move forward with new innovations for people of all abilities.

Visa Spotlights Paralympian Oksana Masters

The first ever global sponsor for the Olympics and Paralympicsfeatures Olympian athlete Oksana Masters. Masters has overcome a number of obstacles throughout her life, but she sees her athletic ability and persistence as important facets that keep her going.

“Sport is what really helped me break through that mold of what people perceive as beautiful,” Masters told Visa.