Meet the Superhumans of the London 2012 Paralympics

The London 2012 Paralympics is only eight days away. With the success of the Team GB Olympians, and the feel good factor that swept the nation from seeing the athletes compete, the anxious wait for the Paralympics has been at its greatest ever. Most venues are sold out, a first for a Paralympics, which goes to show what a huge triumph these Olympic games have been. The BBC’s coverage of the Olympics was groundbreaking, with unprecedented coverage of every event leaving it near enough impossible for you to miss an event. The Olympic broadcasting torch, to use a terrible pun, has now been passed to Channel 4. They will be broadcasting across all platforms, including Channel 4, More 4 and Channel 4.com. They will also have three dedicated Sky channels as well as apps and other technology available. They have also done a fantastic job at promoting the event, culminating in what could literally be the most awe-inspiring, heart racing advert of all time. If you’ve seen it, it’s time to Meet the Superhumans…

Set to the tune of Hip Hop legends, Public Enemy’s ‘Harder than you think’, The advert focuses on some of Team GB’s brightest Paralympic stars. Athletes such as Ellie Simmonds (Swimmer), Jody Cundy (Cyclist) and Jonnie Peacock (100m World Record Holder) are in there, as well as other members of Team GB. The focus on not only the athletes ability on the track, but on some of their unique backstories as well. The team at 4Creative, lead by director Tom Tagholm, have done a fantastic job and have set the scene for the event perfectly. So without further ado, here’s the fabulous Meet the Superhumans.

Meet the Superhumans from STITCH on Vimeo.

 

Further Resources

Channel 4’s Paralympic site

Information on the Meet the Superhumans advertising campaign

Information on Channel 4’s coverage of the Paralympic games