Channel 4 Launches Tokyo 2020 Paralympics Campaign

Channel 4 has launched its advertising campaign for its coverage of the Tokyo 2020 Paralympic Games.

The ad, made by Oscar-nominated cinematographer Bradford Young, ‘Super. Human.’ explores the sacrifices made by Paralympians to pursue their dreams of being crowned Paralympic champions.

Unlike previous iterations of the Superhumans campaigns – which Channel 4 has run since 2012 – the new installment focuses on the ‘fragilities and day to day struggles’ that elite athletes have to face in preparing for competition.

The broadcaster says it aims to put the emphasis on ‘human’ rather than ‘super’.

Conceived by Channel 4’s multi in-house agency 4Creative, the film opens with Paralympian Kadeena Cox in a dream sequence facing the pressure of repeating her gold medal performances from Rio 2016, but is shocked back to reality when the gun goes off. 

“Channel 4 continues to set the benchmark for how all other broadcasters around the world cover the Paralympics, not just in terms of Games-time coverage and the diversity of on-screen talent, but with regards to engagement and promotion,” said Andrew Parsons, President, International Paralympic Committee.

“With this latest campaign, Channel 4 have raised the standard once more, promoting the Paralympics on an equal footing as any other major global sport event.

“It is testament to Channel 4’s outstanding commitment to Paralympic broadcasting and promotion that Paralympians are household names in the UK and British TV features more on-screen talent with disabilities than any other country.  

“The fact every other Paralympic broadcaster around the world always asks “what are Channel 4 doing to promote the Games?” underlines the glowing reputation they have developed since 2012.”

Channel 4’s Chief Marketing Officer Zaid Al-Qassab added: “Channel 4 has been instrumental in putting the Paralympics onto the world stage. Our award-winning coverage and epic marketing campaigns have possibly done more to help shift society’s perceptions around disability than anything else in the last 20 years.

“And our hope is that this powerful and provocative film will once again stir viewers and continue Channel 4’s legacy of challenging attitudes and giving a voice to those with disabilities.”

As well as working closely with British Paralympians, 4Creative also liaised with the IPC, the British Paralympics Association and Scope to create the campaign, which has been in development for 18 months, and filmed over two-weeks in mid-May.

Set to the song “So you want to be a boxer,” originally from Bugsy Malone, which has been re-arranged and recorded, with a vocal performance by British artist Jay Prince, the film features a host of British Paralympians including Ali Jawad, David Smith, Ellie Simmonds, Jody Cundy, newly crowned Wimbledon Ladies Wheelchair Doubles Champion Jordanne Whiley, Kadeena Cox and Kylie Grimes.

The film will first air on Channel 4 and across all the broadcaster’s channels just before 9pm on Friday July 16th and will be supported by social media activity using #SuperHuman.

Campaign film director Bradford Young said of the work: “It wasn’t the super element that spoke to me but the human stories. It’s what makes us vulnerable, but stronger too. But where we differ is where this film comes alive – the standards to which a Paralympian holds themselves to, a ruthless, grinding, obsessiveness, a tunnel vision we wouldn’t dare enter.

“It’s another missed party, ignoring your doctor’s advice to quit, risking re-injuring an injury. To do the same thing over and over with the same result. Until we see them cross that finish line on the biggest stage in the world. And then we come as close as we can to understanding what it means and takes to be a Paralympian.”

The film is part of a wider campaign including press ads around the Olympics, a nationwide poster campaign launching in August and trailers running across Channel 4 airtime and social media across Facebook, Instagram, Twitter and YouTube.

Channel 4 has already announced its plans for coverage of the Games, including a multi-location studio format and an all-star presenting team. The broadcaster will screen over 300 hours on linear TV and have a unique multi-location presentation model with its Paralympic Breakfast Show and morning sports competition coming live from Leeds, where the broadcaster’s National HQ is based.