This summer’s Paralympic Games are not usually on most people’s radars, but this ad should change that. According to Channel 4, which is the official broadcast partner of the Paralympic Games, the “Meet the Superhumans” campaign is the largest it has run launched its opening year in 1982.
Co.Create explains in depth:
The “Meet the Superhumans” campaign, created by Channel 4′s in-house agency, 4Creative, presents the Paralympic athletes in do-or-die training mode. Over the pounding beat of Public Enemy’s “Harder Than You Think,” these runners, swimmers, cyclists, and other kinds of athletes are all fiercly determined, clobbering each other when the sport calls for it, and generally pushing themselves to their outermost limits. It is for this reason that the campaign considers them “more than human.”
H/T Deadspindiscussion by Sidelines