Channel 4's brilliant Paralympic advert sets a new standard

If you’re going to run a 90 second roadblock advert across 78 TV channels then you better make sure it’s an impressive piece – and my goodness did Channel 4 get it right last night. Their Meet the Superhumans promo for the upcoming paralympics was a sublime piece of of creative work, managing to be slick, stylish and inspirational all at once. Set to Public Enemy’s Harder Than You Think 4Creative’s team put together a film that had pace, punch and pathos and, if we’re honest, put many of the other Olympic ad campaigns to shame. It’s interesting to note that this is the second excellent spot connected to the paralympics after Mark Zibert’s extraordinary work for the Canadian paralympic team released earlier this year.