‘What’s your problem?’ Gritty Paralympic Winter Games ad inspires

A powerful commercial from Samsung Mobile, highlighting the grit and determination it takes to get the Paralympic Winter Games, is asking, "What's your problem?"

"I'm not a morning person."

"I'm too tired."

"My whole body hurts."

Images of grueling training sessions are accompanied by complaints about the weather, training conditions and overall pain and exhaustion. None of the complaints are about the athletes' physical limitations or disabilities.

In the end, determination pays off. Because "sport doesn't care" about disability, and neither do Paralympians.

"But you know what my real problem is? I hate losing."

"Sport doesn't care about abilities or disabilities. Sport makes no distinctions," reads the ad's YouTube description.

"The idea of 'Sport Doesn't Care' is that sport is the great leveler," Carlo Cavallone, executive creative director at 72andSunny in Amsterdam, said of his agency's hard-hitting 90-second spot.

"Abled and other-abled athletes are exactly the same when it comes to competing," he told AdFreak. "Paralympic athletes don't go to the games because they want to make a statement about their disability; they go because they want to win a medal. This is often missed in the communication about this event."

"It is incredible that in 2014 we still see campaigns where other-abled athletes are presented as objects of pity, on one end — or supermen, on the other," he added. "Isn't that incredibly patronizing? We think so. They are just athletes and they really don't care about their disability."

The Paralympic Games run from March 7 to 16 in Sochi, Russia.