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SBD Global/September 10, 2012/Marketing and Sponsorship

Public Enemy Adapts Channel 4 Ad For Paralympian Tribute

Public Enemy, the hip hop group whose music Channel 4 used in its "meet the superhumans" Paralympic Games spot, has "paid tribute to the Paralympians" by recutting its own music video for the track with footage from the ad, according to Loulla-Mae Eleftheriou-Smith of MARKETING MAGAZINE. Since the campaign launched in mid-July, the track, "Harder Than You Think," has hit No. 4 on the U.K. singles chart, the "highest ranking Public Enemy has achieved to date in the U.K." Paying tribute to the London Paralympics and the song's selection for Channel 4's campaign, Public Enemy has "adapted its original video for the song using footage from the broadcaster's ad cut into the creative." Paralympians Claire Cashmore, Steve Brown, Jon-Allan Butterworth, Jonnie Peacock, Simon Munn, Dave Clarke, Hannah Cockroft, Jody Cundy and Ellie Simmonds are featured in the video, with the "extra accolade of being name-checked within the creative, unlike in the original ad" (, 9/6).
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