Channel 4 Launches We’re The Superhumans
Channel 4 launches its new advertising campaign ahead of the Rio 2016 Paralympic Games, We’re The Superhumans.
The new ad launches as part of Channel 4’s 2016 Year of Disability and is the follow up to the Meet the Superhumans campaign of London 2012.
The focus of the campaign is a three-minute advert, We’re the Superhumans, conceived by Channel 4’s in-house 4creative team and directed by Blink Productions’ Dougal Wilson. The film features a cast of more than 140 disabled people – including Paralympic athletes, musicians and members of the public – and celebrates the abilities of people with a range of impairments.
It includes 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. According to the broadcaster, it is believed to include more disabled people than ever before featured in a UK ad and will be the most accessible campaign produced by Channel 4, with subtitled, signed and audio described versions available.
The advert was premiered at an event at Channel 4’s Horseferry Road headquarters, then launched across Facebook, Twitter and YouTube at 8pm – and later broadcast as a road-block across Channel 4’s portfolio of channels at 9pm on Friday 15th July.
The ad is set to Sammy Davis Jr’s 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 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 film will be accompanied by a poster campaign shot by Nadav Kander, which features both Paralympians and disabled members of the public, rolling out in the run up to the Rio Paralympics Opening Ceremony on 7th September.
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 marketing campaign will promote Channel 4’s ground-breaking coverage of the Rio 2016 Paralympic Games and follows the channel announcing its line-up of presenters for the Games.
