One of the most famous people in advertising once said, “As an advertiser, you're a guest in people’s homes; treat them with politeness and respect, and they will do the same to you."

That person created the long-running Sainsbury’s ad campaign, so when the baton was passed on to me to promote the sponsorship of what was considered the most successful Paralympics ever, breaking records, inspiring a generation and changing perceptions about disability, I naturally called on the help of one of Britain’s most famous sportsmen.