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Channel 4's brilliant Paralympic advert sets a new standard

Posted by Rob Alderson,

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.

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    4Creative: Meet the Superhumans (still)

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Posted by Rob Alderson

Editor-in-Chief Rob oversees editorial across all three It’s Nice That platforms; online, print and events. He has a background in newspaper journalism and a particular interest in art, advertising and photography. He is the main host of the Studio Audience podcast.