Canadian Tire ad “Wheels”

This is what inclusion looks like. As part of an ad campaign running concurrently with the Rio Olympic Games, Canadian Tire partnered with Cleansheet Communications to create a series of ads celebrating diversity. The resulting ad depicts a family moving into a new neighborhood while a game of basketball is being played on the street. One of the players notices that the new kid on the block is watching them, and says hello, but because the new kid is a wheelchair user he can’t be easily invited to play with them. Soon the neighborhood kid has organized everyone to play with improvised mobility devices ranging from tricycles to wagons, and the new kid finds a basketball on his front porch. “Wheels” also reinforces the notion of community play leading to healthier bodies for disabled and non-disabled children alike, perhaps resulting in more Paralympians in the future.

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