David Beckham to star in Sainsbury's Paralympics advert

Sainsbury’s is to launch a new TV advert in celebration of the London 2012 Paralympic Games starring footballer David Beckham.

The advert launches two weeks before the London 2012 Paralympic Games Opening Ceremony and also features Sainsbury’s Active Kids ambassador Ellie Simmonds.

Beckham, who is a Paralympic Games Ambassador and played blind football in a previous advert for Sainsbury’s, is continuing his support of Paralympic athletes with the retailer. The latest TV advert, which will air on ITV at 7.15pm this evening during the Emmerdale advert break, will focus on Paralympics GB athletes as they prepare for the London 2012 Paralympic Games.

Beckham said: “I wanted to become an ambassador for Sainsbury’s Paralympic campaign as I’ve always been blown away by the skill, commitment and discipline of all the athletes.

“It has been an honour to help tell the stories of the athletes in the advert in preparation of the Paralympic Games. I know there are going to be many inspirational performances in front of a passionate home crowd this summer.”

Created by advertising agency AMV BBDO, the advert was produced by creative production company Gorgeous. The advert will be broadcast across terrestrial and satellite channels in both 60 and 40 second formats, both ahead of and during the Paralympic Games.

Jat Sahota, head of sponsorship at Sainsbury’s said: “We wanted to showcase how each of us – from athlete to the person-on-the-street, takes an extraordinary path in our own lives, and David was fantastic in his support. It is a pleasure to work with someone who is so committed to inclusive sport, which echoes our view of promoting healthier, more active lifestyles for all.

“As the first ever Paralympics-only sponsor, we are proud to support all ParalympicsGB athletes and hope this advert will add to the build up around the London 2012 Paralympic Games, helping to make it the best games ever.”

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