By Duncan Mackay

David Clarke_playing_footballJanuary 26 - Sainsbury's is set to launch its second series of short films on Channel 4 next week to celebrate its sponsorship of the London 2012 Paralympics with the first one featuring David Clarke (pictured), the captain of Britain's blind football team.


The 90-second films also feature Paralympic gold-medalist and record-breaking swimmer Ellie Simmonds, Paralympic gold medal-winning cyclist Jody Cundy, Paralympic gold  medal -winning archer Danielle Brown, world champion sprinter Hannah Cockcroft, wheelchair rugby player Mandip Sehmi, wheelchair basketball player Helen Turner, field athletics competitor Stephen Miller and world number one table tennis player Will Bayley.

In the first one. Clarke, who has scored more than 100 goals for Britain and recently appeared in a special video alongside David Beckham to celebrate the former England captain signing up as Sainsbury's new ambassador, describes how to him only a gold medal at London 2012 will satisfy him as each one of his five European Championship silver medals, he says, reminds him of what should have been done and mistakes that were made.

David Beckham_with_David_Clarke_to_celebrate_Sainsburys_London_2012_sponsorship
"These thought-provoking films highlight the utter determination and focus of our Paralympians as they prepare for this year's Paralympic Games," said Deborah Poulton, the Channel 4 Paralympics sports editor.

"By sharing their innermost thoughts on camera about how much that ultimate gold medal means to them and what they are prepared to sacrifice in the hunt for it, these athletes are being held up as a true inspiration to Channel 4 viewers."

The films, produced by IMG, will air daily on Channel 4, the official broadcaster of the London 2012 Paralympic Games, from next Monday (January 30) at 7.55pm and at 7.30pm on Friday February 3 and February 10.

They will subsequently be repeated in a range of slots across the Channel 4 schedule and on the Channel 4 Paralympic website.

"The truly incredible athletes featured in these films have fantastic stories to tell, which embody everything that is great about the UK's Paralympians," said Jat Sahota, Sainsbury's head of sponsorship.

"The Paralympic Games are an ideal platform from which to talk to customers about our commitment to promoting healthier, more active lifestyles for all ages and abilities, and we hope these films will inspire the nation as we head towards London 2012."

Contact the writer of this story at [email protected]


Related stories
August 2011: Channel 4 announce new London 2012 Paralympic documentary series