Samsung already had a presence at the Sochi 2014 Olympic Winter Games through its support of the Jamaican Bobsleigh team and on Thursday, the company launched a new video campaign to celebrate the achievements of athletes participating in the Sochi 2014 Paralympic Winter Games.
The company’s Paralympic Games platform, called “Sport Doesn’t Care,” first began at the London 2012 Olympic Games, where Samsung says the campaign was able to reach 5 million people within two weeks of launching.
“Conversations around the Paralympic Games tend to focus on disability over athleticism,” explains Younghee Lee, executive vice president of global marketing, IT & mobile division at Samsung Electronics in a press statement. “As a brand with a passion for sport, Samsung aims to make the dialogue more empowering, focusing on the courage and performance of athletes and encouraging participation. We believe this campaign will inspire more people to become engaged and involved in the Paralympic Games.”
Samsung’s new video can be viewed here. The 90-second spot features appearances by numerous Paralympic athletes, including Jessica Gallagher, Evan Strong, Greg Westlake and Seung-Hwan Jung.
"I'm so excited to be involved with 'Sport Doesn't Care’, and I think that Samsung's commitment to the Paralympic movement is incredibly important. It calls much-needed attention to the fact that we as Paralympians are really not different from our Olympic Games counterparts －－ we work just as hard and want to win just as much,” said Gallagher, a Paralympic Games alpine skier from Australia, and the country’s first woman to win a medal at the Paralympic Games. “I ski the same as any Olympian, I just use adaptive equipment to help negate my vision loss. Whether you're a top athlete or a young child just starting out, sport doesn't discriminate," she added.
Samsung says a third film is slated for release on March 7 that features a young athlete named Keira.