We’re the Superhumans

Channel 4 follow up to the multi-award-winning Meet the Superhumans launched on social media platforms on Thursday 14th July and aired at 9pm on Channel every night from 15th – 22nd July. The Campaign is believed to include more disabled people than ever featured in a UK ad and is the most accessible campaign ever produced by Channel 4 (subtitled, signed and audio described versions available).

Channel 4 launched a major new advertising campaign ahead of the Rio 2016 Paralympic Games: We’re the Superhumans. The new ad launches as part of Channel 4’s 2016 Year of Disability and is the follow up to the multi-award-winning Meet the Superhumans campaign of London 2012, which helped shift perceptions of disability within the UK.

 The centrepiece of the campaign is a three-minute advert, conceived by Channel 4’s in-house 4creative team, shot over filmed over 12 days in the UK and directed by Blink Productions’ Dougal Wilson. The film features a cast of more than 140 disabled people – including Paralympic athletes, musicians and members of the public from all walks of life – and celebrates the abilities of people with a range of impairments that are capable of doing both extraordinary and everyday tasks as well as any able-bodied person could. It includes inspirational scenes such as a mother with no arms holding her baby with her feet; children with prosthetic limbs running, jumping, and playing football; and a woman flying a plane with her feet. It is believed to include more disabled people than ever before featured in a UK ad – and will be the most accessible campaign ever produced by Channel 4, with subtitled, signed and audio described versions available.

 The TV ad was launched across Facebook, Twitter and YouTube at 8pm on Thursday 14th July – and then broadcast as a road-block across Channel 4’s portfolio of channels at 9pm on Friday 15th July. Shorter versions will be shown daily until August 22nd.

 The ad is set to the iconic Sammy Davis Jr track, Yes I Can, which has been re-recorded by a specially assembled band of disabled musicians drawn from around the world, The Superhumans Band, featuring lead vocalist Tony Dee. It was recorded in the famous Studio 2 of Abbey Road studios and the track will be released by Universal Music with all profits being donated towards the British Paralympics Association.

Alice Tonge, creative director at 4Creative, says she hopes the ad will change the way people think about disability. “If you look at the dictionary definition of disability, it’s very negative – it says a condition which limits a person’s senses, movements or activities – and we wanted to challenge that definition,” she says

Credits

  • Agency: 4creative
  • Production Company: Blink
  • Executive Creative Director: Chris Bovill, John Allison
  • Creative Director: Alice Tonge
  • Head of Production: Clare Brown
  • Executive Producer: Shananne Lane
  • Creative: Alice Tonge, Dougal Wilson, Jolyon White, Richard Biggs
  • Group Business Director: Olivia Browne
  • Director: Dougal Wilson
  • Producer: Ewen Brown
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