Called "Running (Unstoppable)," the one minute video stars Calgary-born Paralympian Alister McQueen. In it, he sprints through a series of vignettes depicting everything from a runner's traumatic car accident to his rehabilitation from life-changing injuries.
"It's not my story," says McQueen in the accompanying making-of video. "It's more of a general [tale] of how a lot of the amputees lost their legs."
The spot, directed by Mark Zibert for advertising firm BBDO Toronto, is being hailed as inspirational, moving and beautiful.
According to the creative advertising blog It's Nice That, organizers of the London 2012 Olympic games are putting extra effort into ensuring that "this year's Paralympic Games are not seen as the bridesmaid to its counterpart."
And while the powerful message behind this spot can surely account for many of its social media shares, the technical and artistic excellence has got tongues wagging too.
The entire film was shot in one take on a Toronto set that was mapped in 3D before the shoot -- no CGI required according to the making of video.
Will you be tuning in to the Paralympic games this year?
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