British Broadcaster Channel 4 Will Launch Ad Campaign To Push Paralympics Coverage

British broadcaster Channel 4 will "launch a multi-million-pound TV ad campaign" to support its coverage of the London 2012 Paralympic Games, the biggest marketing push in its 30-year history, according to Mark Sweney of the London GUARDIAN. A 90-second TV ad featuring the Public Enemy track "Harder Than You Think" will run "simultaneously across 78 channels" on Tuesday at 9pm GMT. The campaign, "Meet the Superhumans," will run in the lead-up to the start of the London Olympics at the end of next week (GUARDIAN, 7/17). MARKETING MAGAZINE's Maisie McCabe reported that the "campaign was devised by Channel 4's in-house team 4Creative," with media planning and buying by media agency OMD U.K. Outdoor, press and digital activity is planned for the coming weeks (MARKETINGMAGAZINE.co.uk, 7/17).