The Paralympics kicks off in London today after last night’s Ian McKellen heavy opening ceremony that also saw an appearance from Stephen Hawking and a screaming tribute to Ian Dury. Nice work. Sponsors Samsung present their own take on the games with this campaign entitled “Sport doesn’t care who you are – Everyone can take part.” Not the catchiest of taglines but, as with the Channel 4 promo, the video makes a point and makes it well.

What To Read Next