Channel 4's "Meet the Superhumans" ad for the London Paralympics in 2012 became one of the defining spots that year, and now the broadcaster brings the idea back for a new spot ahead of the 2016 Olympic Games in Rio de Janeiro.
This one questions why disabled people often play the villain in popular culture (think Captain Hook, Dr. Strangelove, et al). We see disabled actors taking on stereotyped roles complete with evil laughter, sinister scars and wheelchairs, followed by the words: "Disabled people don't have to play the villain," and a preview of some of the disabled athletes who will be competing in Rio de Janeiro. Two accompanying films profile actors in the spot as well as some of the athletes. The ad was created in-house by Channel 4's 4Creative and was directed by Alex Boutell.