February 24 - Football star David Beckham and four-time Paralympic champion Ellie Simmonds will star in a new television advert to promote the Sainsbury's Active Kids scheme, which is the supermarket giant's major London 2012 Paralympic Games legacy project.
Sainsbury's, who were a Tier One sponsor of the London 2012 Paralympics, have unveiled the advert featuring Beckham and Simmonds, who are both Active Kids ambassador, where the pair discuss their favourite childhood activities and encourage people to get involved in the Active Kids voucher scheme.
The advert will air at 19:15 on Tuesday (February 26) on ITV during the Emmerdale advert break.
Beckham also continues his role as Active Kids ambassador by championing the Sainsbury's Active Kids Challenge, encouraging schools, groups and clubs to complete six weeks of challenges, including the "David Beckham's 1 Minute Challenge".
Organisations that complete all six weeks of the challenges get the chance to win places at the Active Kids Challenge Live! where they will meet Beckham and Simmonds.
"I know first-hand how important it is to get active from a young age and now as a father of four, it's more important to me than ever to help pass that message to children," said Beckham.
"Some of my happiest childhood memories involve the simplest activities, so I'm proud to be fronting the 1 Minute Challenges and helping children – of all ages and abilities – to enjoy moving and getting active."
Simmonds, who won two gold medals at the London 2012 Paralympics, was equally positive.
"Now is the time to make sure we're maintaining children's excitement around sport, and in particular Paralympic sport," she said.
"We made great progress last year and schemes like Active Kids will help to continue that to make sure the next generation is active and involved in a huge range of activities."
Customers can collect Active Kids vouchers when they shop at Sainsbury's until May 22 this year while registered organisations, including schools, nurseries, scout and guide groups and sports clubs, can redeem Active Kids vouchers for a range of equipment and experiences to help get kids active.
"This is a scheme that we're very proud of and are delighted to have David and Ellie involved to help us take Active Kids to as many children across the UK as possible," said Sainsbury's head of brand communications Mark Given.
"The advert highlights childhood memories and moments that are important to all our customers and colleagues and we hope that it will re-kindle the joy and sense of fun we all remember as children helping to inspire parents and kids to get active together."
The advert is available to view here.
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September 2012: Sainsbury's announce London 2012 Paralympic Games legacy project