The Connecticut-based firm, one of the largest insurance and investment companies in the United States, is a founding partner of US Paralympics and has been a major sponsor of the organisation for the past 16 years.

The new adverts, which The Hartford hope will also raise support and money for the Paralympics programme, includes new television spots, digital advertising and a social media-driven donation with on-going community events and a consumer contest launching later this year.

Karen Tripp, executive vice president for marketing and communications at The Hartford, said: "We are proud to be a founding partner of US Paralympics.

"The Paralympians embody the energy, confidence, and optimism at the very heart of achievement.

"At The Hartford, we recognize our customers' remarkable drive to achieve and focus our passion on serving them as they reach their goals and 'Achieve Without Limits' celebrates the human spirit as these athletes continue the journey toward the London 2012 Paralympic Games."

Janusz Kaminski, a two-time Academy Award winner for his cinematography on Saving Private Ryan and Schindler's List, directed the commercials alongside U.S. Paralympic swimmer Melissa Stockwell (pictured) who is one of the stars in the campaign.

The commercials are running during the NCAA March Madness tournament from March 13 to April 4 on CBS, TBS, TNT and truTV as The Hartford is an Official Corporate Partner of the NCAA.

The Hartford pledges to donate $1 (£0.62) to U.S. Paralympics for every "Like" or "Share" that the Facebook page receives while the company has already pledged to donate up to $500,000 (£312,000) to support U.S. Paralympics as part of the 'Achieve Without Limits' programme.

Leg amputee Para-cyclist Sam Kavanagh, one of seven U.S. Paralympics athletes featured in the campaign and one of two featured in the television commercials, says he's delighted to be selected for the adverts.

"It is an honour and a pretty amazing distinction," said Kavanagh, who was competing at the UCI Para-cycling Track World Championships in Italy when the commercials debuted.

"There haven't been a lot of athletes with disabilities that have been given the opportunity to be in mainstream media like that."

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