Metaphor

Jessica Long’s Story

Inspiration Exploitation Isolation Medical Model Metaphor No Words SuperCrip UniversALL
Image from the beginning of the ad. Jessica Long, a double amputee wears a red swimsuit while swimming in dark water. White text on the screen tells us she's a 13x paralympic gold medalist

Start Your Impossible feat. Lily Rice

Infantilizion Inspiration Exploitation Isolation Language Medical Model Metaphor No Words SuperCrip
Image shows an ariel shot of a stadium with a mega ramp inside. Logo says Toyota Wheel Parks

#ColorForAll

Consumer Model Gift Recipient Inspiration Exploitation Medical Model Metaphor UniversALL
Image of a man standing in front of a large string rainbow colored installation inside a brightly lit room

Wheels

Gift Recipient Inspiration Exploitation Isolation Language Medical Model Metaphor No Words Simulation
Image of a young white boy, perhaps ten years of age, sitting in a wheelchair on a porch that's up a few steps, while another boy his age looks on from the driveway.

Believe in the Wonder of Giving

Compensation Inspiration Exploitation Medical Model Metaphor Surprise Reveal
Image of a white woman with brown hair and a red beret at a Macy's perfume counter. Christmas decorations fill the background.

Friendship

Inspiration Exploitation Metaphor Simulation SuperCrip Surprise Reveal
Image of a group of 5 men, all white, all sweaty wheeling to the other end of the court in wheelchair basketball. The man in the middle is dribbling the ball.