In a similar vain to the Guinness commercial, this Nike ad falls into the category of inspirational porn. The athlete in the commercial gives all the excuses for not wanting to participate in physical activity and then at the end you notice that the athlete is in a wheelchair – the byline of ‘no excuses’ is then used. It implies that if a person with a disability can do it then you should be motivated to do it too.
It is disappointing that two very well known brands – Nike and Guinness – utilise the concept of disability in this way. It would be good if companies such as these used images of disability in their commercials in a value neutral manner – that is the person with a disability is not portrayed as ‘inspirational’ or ‘exceptional’ but rather as a natural occurrence in life – reflecting that all populations are diverse.