The financial services firm launched the campaign, which will appear on television, in cinemas, in print and online over the coming month, to promote its sponsorship of the Spanish Paralympic team and its commitment to supporting sport.

London 2012 men's one kilometre time trial gold medallist Cabello is shown fighting against the conditions on a rainy city street and is the "world champion against adversity".

His fellow Paralympian Juan José Méndez Fernández is shown tackling a long road as the "winner of the no excuses tour", road and track athlete Raquel Acinas is seen taking on a mountain as "winner of the motivation Giro", while tandem pair Ignacio Avila and Joan Font speed round a velodrome under the banner "yellow jersey for overcoming spirit".

Raquel Acinas also features in the Cofidis advertising campaign ©Getty Images


Cofidis also revealed the five finalists of its "Commitment Cofidis" initiative, which will award three non-Governmental organisations grants of €16,000 (£12,000/$20,000), €13,000 (£10,000/$16,000) and €11,000 (£8,000/$14,000) for social inclusion projects in 2015.

Out of the 33 projects that applied the Genesis cycling team - of which Méndez and Acinas are members, hospital children's play area plan Juegaterapia, Play and Train - which is dedicated to promoting sport among children with impairments, the Spanish Parkinson's Federation and employment promotion agency Cocemfe are shortlisted.

The public have until January 8 to vote for their favourite online here.