Channel 4's 'Superhumans' Return In Paralympic Ad Spot

Channel 4 is "launching a follow-up" to its Cannes Grand Prix-winning "Meet the superhumans" campaign for the 2012 Paralympic Games with an ad featuring 120 people with disabilities, according to Maisie McCabe of CAMPAIGN LIVE. The spot forms a central part of Channel 4’s "Year of Disability" and, "unlike the previous campaign, stars members of the public and musicians alongside Paralympic athletes" in an attempt to show that they are all "superhumans." The spot "We're the superhumans" was created by the broadcaster's in-house team 4Creative and was directed by Dougal Wilson through Blink. The soundtrack is Sammy Davis Jr.'s "Yes I Can," recorded "by a band of disabled musicians from around the world." Channel 4 CMO & CCO Dan Brooke said that he believes there are "more disabled people in this ad than [there have been] in the whole history of British advertising." The three-minute film premiered on Facebook, Twitter and YouTube on Thursday. Channel 4 channels will broadcast the spot on Friday and then "in primetime throughout the first week of the campaign." There will "also be 30-second, 60-second, subtitled, signed and audio-described versions" (CAMPAIGN LIVE, 7/14).