Channel 4 tonight played out its Rio Paralympics promo ‘We’re The Superhumans’ as a road-block across its portfolio of channels.
The three-minute advert features a cast of more than 140 disabled people – including Paralympic athletes, musicians and members of the public from all walks of life – and celebrates the abilities of people with a range of impairments.
It includes inspirational scenes such as a mother with no arms holding her baby with her feet; children with prosthetic limbs running, jumping, and playing football; and a woman flying a plane with her feet.
It is believed to include more disabled people than ever before featured in a UK ad – and will be the most accessible campaign ever produced by Channel 4.
Channel 4’s Chief Marketing and Communications Officer, Dan Brooke said: “We’re the Superhumans is an unbridled celebration of ability, by both elite Paralympians and everyday people. In 2012 we saw athletes like never before, but now we see that Down’s Syndrome graduates and wheelchair users in the workplace are just as Superhuman as blind sprinters and amputee weightlifters.
“With our unique remit to champion diversity, innovation and new talent, the Paralympics is a public service bullseye for Channel 4. This campaign is the most important we have ever undertaken and isn’t just about Rio, it’s about revolutionising public attitudes to disability forever.”
The ad is set to the iconic Sammy Davis Jr track, Yes I Can, which has been re-recorded by a specially assembled band of disabled musicians drawn from around the world, The Superhumans Band, featuring lead vocalist Tony Dee.
It was recorded in the famous Studio 2 of Abbey Road studios and the track will be released by Universal Music with all profits being donated towards the British Paralympics Association.
The 2016 Summer Paralympics will be broadcast live on Channel 4 from 7-18 September 2016.
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