Powerful, poignant, and about bloody time. The Paralympic Games finally gets the stage it deserves, with a communications campaign that does the event justice. 2.2 million tickets sold and counting, brands chomping at the bit to be associated with such remarkable athletes; it all makes you wonder why this has never happened before.
Produced in-house by C 4 Paralympics – and featuring Public Enemy’s Harder Than You Think – this ad spot for Channel 4 gives me goose bumps every time. The Superhumans finally makes their way onto LBB. And about bloody time too I hear you say.