Forget Everything You Thought You Knew About The Paralympics
This 90 seconds of video is one of the best things that’s been made since I started at Channel 4 nine years ago (rivalled only by a dance in DV8’s Cost of Living and perhaps some moments in Jump London). It perfectly captures the spirit of Channel 4 and therefore why I work here.
I couldn’t have been prouder when it premiered last night simultaneously across 76 channels and got reactions like this (via Twitter):
Meet the Superhumans. C4 just made the Paralympics the most inspirational and important event this Summer
What an incredible promo #goosebumps #superhumans
Channel 4 just put down a big marker for best ad of #london2012 there with the #superhumans trail for the Paralympics
Oof. This trailer makes me want to watch the Paralympics much more than the Olympics.
Just seen the Channel 4 Paralympic ad. Great piece of work. Puts the very average BBC “Pixar” trailers to shame.
The Channel 4 Paralympic advert is something special! So much better than BBC!
what an inspirational advert about the paralympic games #Strength #Superhumans !!!
Stunning spot from channel 4 #superhumans. Very welcome to interrupt my viewing anytime…..
Just seen the premiere of the advert for the Paralympics made me cry. Can’t think of a better word for those inspiring people #superhumans
Just got little bit emotional over Paralympics advert #inspirational
The channel four adverts are making me more excited for the paralympics than the olympics.
Advert for the Paralympics on Channel 4 is better than anything I’ve seen for the Olympics so far Oh & I love that Public Enemy tune
And the choice of music is inspired – giving the trailer real attitude. Here’s the Public Enemy track Harder Than You Think and here’s where Chuck D and crew got that great brass sample from, close to home – of all places Shirley Bassey’s 1972 vintage Jezahel, so NYC meets …Cardiff.
Attitude is the key to this film and to C4. My favourite shots are the second one of the swimmer under the shower at 0:21 (her face is glowing with attitude) and the other swimmer adjusting her hair at 0:26. The trail was directed by Tom Tagholm of 4Creative.
When Team GB Paralympic team got a preview of this trailer at a dinner on Saturday night they were delighted that their sport had finally been given the cool treatment and captured their spirit.