When you make one of the most acclaimed ads of all time, there’s a lot of pressure riding on the follow-up. Suffice to say the UK broadcaster Channel 4 has every right to feel chuffed with itself following the release of its latest campaign for the upcoming Tokyo Paralympics.
The broadcaster rightfully won accolades globally for its Paralympic work for 2016’s Rio Games and it’s definitely backed it up again this year.
Called “Super. Human”, the spot was created by the broadcaster’s in-house agency 4Creative and runs for just on three-minutes.
Set to a version of So You Want To Be A Boxer by UK artist Jay Prince, the ad is a rather raw look at UK paralympians’ training routines included all the blood, sweat, tears and even some vomit.
Check out the very inspiring work below:
Commenting on the spot, 4creative ECD Eoin McLaughlin told industry site Muse By Clio: “The previous campaigns presented disabled people as superheroes, which felt like the right thing to do at the time. Our job was to produce something that shifted the conversation forward in 2021. The previous films were inspirational, but they didn’t tell the full story.”
“Paralympians achieve incredible things, but they face all the same pressures and anxieties as everybody else. They’re flawed and vulnerable, just like you and I,” McLaughlin said.
