• by Amy Corr  @MediaPostOTL, February 17, 2014

Don't focus on what Paralympic athletes can't do -- highlight all the things they can do. BBDO Toronto created a TV spot for the Canadian Paralympic Committee that urges viewers to look beyond the disabilities of Paralympic athletes and respect and be impressed by their amazing athletic abilities. In the spot, cross-country skier and biathlete Mark Arendz skis skillfully fast with one arm while sledge hockey players Tyler McGregor and Dominic Larocque show intensity on the ice. Using a letterbox effect, the video focuses on only a select portion of each athlete, with their full identities revealed at the very end of each scene. "It's not what's missing, it's what's there," closes the ad, seen here. The Sochi 2014 Paralympic Winter Games will be held March 7 to 16.