Channel 4 moves on from ‘Superhumans’ in hard-hitting film for Paris 2024 Paralympics

Channel 4 has released its highly anticipated film for the Paris 2024 Paralympic Games—a quadrennial highlight in the advertising world. This time, the British broadcaster moves away from its “Superhumans” theme for the first time since 2012 (the theme was considered problematic by many, even if well intentioned) and instead positions Paralympians as just as human as anyone else—battling gravity, friction and time, rather than their disabilities, in pursuit of Olympic gold. The campaign follows Channel 4 research that revealed a patronizing view of Paralympic athletes, with 59% of people saying they watch the Paralympic Games to “see athletes overcoming their disabilities,” and just 37% saying they watch for “exciting sporting competition.” The film, from agency 4creative and director Steve Rogers, takes direct aim at that attitude, positioning Paralympians as elite athletes period, not elite “for someone like that” (a disparaging phrase that’s repeated throughout the piece). Along the way, the film offers surreal touches as it personifies gravity, friction and time—not disability—as the real obstacle for these atheles. Gravity is portrayed as a shirtless man clutching a pint of beer; friction as a boy-racer doing donuts in a bright yellow sports car; and time as a constant observer, stopwatch in hand. There’s a haunting feeling to a lot of the footage, mixed with the athletes’ resilience. Actor, writer, producer and presenter Nabil Shaban provided the voiceover. The 2:20 film (which will also run in 20-, 40- and 60-second cutdowns) stars ParalympicsGB athletes Aaron Phipps, Dame Sarah Storey, Emmanuel Oyinbo-Coker, Joseph Lane, Emma Wiggs, Olivia Broome and Alfie Hewett. The broader campaign includes outdoor ads (see below) going live Aug. 12. “As we show Paralympians battling against the very real forces of our world, forces that don’t distinguish between any of us, we wanted to highlight the pure power and energy of world-class athleticism,” said Katie Jackson, Channel 4’s chief marketing officer. “Because at the end of the day, sport doesn’t care about disability. Paris, we’re coming for you.” “As we moved on from ‘Superhumans,’ we wanted to turn the lens on the audience, done with a film stuffed full of Channel 4 irreverence and spirit,” said Lynsey Atkin, executive creative director at 4creative. “We owe a huge debt to Paralympians and our partners throughout the disabled community who have worked with us to bring this project to life. My personal thanks to them for backing a sports film that features a fat man with a pint and a lad with a mullet doing donuts in Brent Cross. Bring it on, Paris!” Channel 4’s Paralympic films have been widely celebrated in the industry, with the 2012, 2016 and 2020 installments each winning a Film or Film Craft Grand Prix at the Cannes Lions festival. Popular Creativity stories from Ad Age: Sign up for our daily Creativity newsletter to see the best stories of the day.

Channel 4 moves on from ‘Superhumans’ in hard-hitting film for Paris 2024 Paralympics

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