The Olympics started before the eyes of the world in Rio on 5 August, and the Paralympics will follow from 7 September to 18 September. The Paralympics have always been as competitive as the Olympics, but haven’t always been appreciated as such. This started changing in London 2012, when the U.K.’s Channel 4 released “Meet the Superhumans”, a high-energy, video advert set to Public Enemy’s “Harder than You Think” that underscored the sheer power and defiance of Paralympic athletes.
Four years later, Channel 4 did it again with “We’re the Superhumans”, which became the second-most-shared Olympics-related ad of all time on social media. “Superhumans” reset its message this year, with a playful and infections musical spot featuring a disabled jazz band and other athletes performing incredible feats. Since its release on 14 July, it has generated 1.26 million shares across social media The idea, Channel 4’s Dan Brooke toThe Guardian, was to not just focus on the strength and speed of a few elite athletes, but also to help change attitudes to disability. “We wanted to say any disabled person can be a superhuman. You have everyday people doing amazing things.”
|
|