Two of Canada’s biggest stars are all-in for Team Canada at this summer’s Paris Olympics and are keen to tell the stories of the homegrown athletes who will be competing there.
Grammy Award-winning singer Celine Dion and Emmy Award-winning actor Michael J. Fox have lent their voices to a partnered promotional campaign released Friday by CBC /Radio-Canada and the Canadian Olympic Committee.
Titled Brave is Unbeatable, it showcases nine Canadian athletes and the obstacles they must overcome to compete on the world stage. The opening ceremony for the Olympics is July 26 and the Games run until Aug. 11. The Paralympics are scheduled Aug. 28-Sept. 8.
WATCH: Canadian Olympians featured in ‘Brave is Unbeatable’ video:
When we see Team Canada on the world stage, we’re witnessing pure greatness. The talent and skills our athletes showcase leave everyone watching amazed. What we don’t see are the struggles — the injuries, the doubts, and the fears — these athletes overcame just to make it to the Olympic Games. What we don’t see makes these athletes who they are. They’re all bravely facing the odds in their lives. And their bravery is unbeatable. Narrated by: Michael J Fox. Watch Team Canada on CBC, July 26-Aug 11.
“I’m so proud to be part of this campaign,” said Fox, who voices the English-language video, while Dion is featured on the French version. “It’s amazing to see what these athletes have overcome in order to achieve greatness. I think that story is so important, and we can all relate to that struggle to persevere despite the odds. I consider myself part of Team Canada, and I’ll be cheering them all on as they compete in Paris this summer.”
“The stories of these athletes inspire me,” Dion said. “I cannot wait to see what each of them accomplishes when they go for it in Paris this summer, where I hope they will also inspire the world. It was an honour to be part of this campaign, and to help tell their stories.”
The campaign, produced by The Hive agency, is led by the 60-second film “What We Don’t See,” directed by Hubert Davis, an Academy Award-nominated Canadian filmmaker known for his work on the documentaries Black Ice and Giants of Africa.
“This campaign is a natural extension of our ongoing commitment to following the journeys and sharing the stories of high performance athletes with audiences across the country,” said Chris Wilson, CBC/Radio-Canada’s general manager of Olympics, Paris 2024. “By profiling these nine elite athletes from diverse communities and sports, and featuring national icons Celine Dion and Michael J Fox, we hope the campaign will unite Canadians in their excitement for Paris 2024.”
The athletes featured are:
Sprinter De Grasse described his own battle with self-doubt, despite having won six Olympic medals in his career.
“‘Throughout my career, when I’ve experienced injuries and setbacks, I used to question whether I could still compete against the world’s best,” said De Grasse, who will compete in his third Olympics in Paris. “But my belief in myself is stronger than any doubt I’ve ever faced. That resiliency helps me push through all the adversity. And it’s worth it, because when we get to Paris, I know I’ll have the support of the whole country lifting me up, too.”
Park, whose family has a long history in taekwondo, including 16 black belts, talked about the pressure she feels because of that legacy.
“Coming from a very accomplished family, I feel a lot of pressure to continue my family’s legacy in the sport,” Park said. “But I thrive on this pressure. I hope these ads remind people that we all deal with pressure, but there’s so much reward in not giving up. I can’t wait to compete on Team Canada this summer.”
The campaign also features six supplementary shorts, as well as out-of-home, digital, experiential, social media and print executions, which will be rolled out over the coming months in the lead up to and during the Games.
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