Superhumans' Paralympics Ad is a huge rousing success
Channel 4 releases its ad for the Rio Paralympic Games 2016 and the result is a stunning and powerful campaign.
The energy of the spot has gone beyond the British channel, winning the Web.
The ad starts with a captivating swing rhythm, "The Superhumans Band” performs a cover of Sammy Davis Jr.'s track “Yes I Can".
They are disabled musicians from around the world, led by Tony Dee.
The intensity of images that represent athletic high moments are set to a rousing musical soundtrack.
The "Yes, I Can" cover was recorded at Abbey Road studios and will be released by Universal Music, with all profits going to the British Paralympics Association.
Alice Tonge, 4creative Creative Director, said in a statement:
“We wanted to create a huge powerful Superhuman message of positivity.
(…)Whether you're blind and you're running at the Rio Paralympics
or you're a double leg amputee and you've got to get the bus every morning to work,
being a Superhuman is a state of mind.
It's time to stop focusing on disability and focus on superability instead".
Date: Jul 14, 2016
Client: Channel 4
Director: Dougal Wilson
Production Company: Blink
Editorial: Final Cut
Editor: Joe Guest
Executive Producer: Michelle Corney
Edit Assistant: Josh Fourt-Wells
Audio Design: Anthony Moore @ Factory
Production Design: Andy Kelly
Music supervision: Leland Music