The commercial promotes 2012 London Paralympic Games, that is being held from 29th August until 9th September. The ad features British Paralympic athletes and David Beckham. Sainsbury's is also supporting certain athletes. Besides, some stores were visited during the Paralympic torch relay as part of the deal.
The video features double amputee swimmer James O'Shea. He presents The Disability Foundation (TDF) and tells how it has given him a 'killer advantage'. James is going to swim the SB5 100m Breaststroke for Great Britain at the Paralympics on 5th September. On this occasion he helps TDF raise money or time, so that it could continue its work.