By Duncan Mackay in London 

David Beckham_starring_in_Sainsburys_advert_for_London_2012_ParalympicsAugust 15 - David Beckham is to star in a new television campaign to be launched today to mark Sainsbury's sponsorship of the London 2012 Paralympics, which are due to open later this month. 

The former England football captain will star in the advert, promoting the supermarket's Active Kids campaign, due to be screened at 7.15pm tonight during a break in popular soap opera Emmerdale.

The advert focuses on ParalympicsGB athletes as they prepare for the London 2012 Paralympic Games, which open at the Olympic Stadium on August 29.

Beckham, who previously played a game of blind football in an advert for Sainsbury's, appears alongside several top British athletes, including swimmer Ellie Simmonds, who won two gold medals at the 2008 Paralympics in Beijing.

The campaign launches two weeks before the London 2012 Paralympic Games Opening Ceremony and features a raft of Paralympic stars including cyclist Jon-Allan Butterworth and basketball players Helen Turner and Claire Strange.

"I wanted to become an ambassador for Sainsbury's Paralympic campaign as I've always been blown away by the skill, commitment and discipline of all the athletes," said Beckham.

"It has been an honour to help tell the stories of the athletes in the advert in preparation of the Paralympic Games.

"I know there are going to be many inspirational performances in front of a passionate home crowd this summer."

David Beckham_in_Sainsburys_for_London_2012_Paralympic_advertDavid Beckham is playing a major role in Sainsbury's promotion of their sponsorship of the London 2012 Paralympics

The advert has been created by advertising agency AMV BBDO, the advert was produced by creative production company Gorgeous. 

The advert will be broadcast across terrestrial and satellite channels both ahead of and during the Paralympic Games.

"We wanted to showcase how each of us - from athlete to the person-on-the-street, takes an extraordinary path in our own lives, and David was fantastic in his support," said Jat Sahota, Sainsbury's head of sponsorship.

It is a pleasure to work with someone who is so committed to inclusive sport, which echoes our view of promoting healthier, more active lifestyles for all.

"As the first ever Paralympics-only sponsor, we are proud to support all ParalympicsGB athletes and hope this advert will add to the build up around the London 2012 Paralympic Games, helping to make it the best games ever."

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