Samsung removes the kid gloves sometimes used to salute disabled athletes in this ad, themed "What's your problem? Sport doesn't care."

The South Korean brand's tough tribute shows the athletes waking up in the dark in the dead of winter to practice. "I'll never get used to this," says one who is taking an ice bath. "Headwind is the worst," says a skier. A few go beyond that and offer bleeped-out cusswords as they stumble and otherwise screw up. There's no sympathy here. Just a warts-and-all depiction of the monotony and pain of practice.

In Samsung's own words, the ad "calls attention to the fact that we all have problems, but sport makes no distinctions. In the eyes of sport there is no ability or disability, all that matters is the energy and determination of athletes and that they give all to achieve their goals."

The latest ad is part of the brand's campaign honoring athletes at the Sochi 2014 Paralympic Winter Games, which start March 7.