Channel 4's 'We Are The Superhumans' Is Most Shared Rio 2016 Ad
There is "no stopping" Channel 4's Paralympic promo "We are the superhumans" at the moment, according to CAMPAIGN LIVE. After attracting more than 1.3 million shares since its launch on July 14, the spot "currently leads the Olympic ad podium as the most shared ad of Rio 2016." And with the Paralympics not due to get underway until next month, the second most shared spot in the history of Olympic advertising "could well overtake" P&G's "Best job" to take its place at the top of the all-time podium (2.45 million shares). Anyone who has seen "a tear-jerking video get bounced back and forth between their friends knows that strong emotions matter in advertising." "We are the superhumans" packs "more punch than an Olympic boxing champ." The spot "evoked intense emotional responses among 67% of its viewers," 76% higher than the U.K. average. The ad’s "unique and fun approach, in which we see people with various disabilities performing tasks from the mundane to the magnificent, also meant the ad had the highest cognitive responses" (knowledge, shock, surprise) of any Olympics ad to be tested so far, while negative emotions were very low at 5% (U.K. norm is 19%). More than half of viewers (55%) "improved their opinion of Channel 4 after watching the ad" -- 28% higher than the average U.K. ad. This was "even higher for younger viewers," with 65% of 18-34s saying that "they had a better perception of Channel 4, compared with 43% for viewers aged 55 and above" (CAMPAIGN LIVE, 8/18).