Ad of the Day: Stunning New ‘Superhumans’ Paralympics Spot Goes Well Beyond Sport

The U.K.'s Channel 4 pulls out all the stops, as well as a a few prosthetic limbs, for this joyous, awesomely over-the-top three-minute musical film celebrating the broadcaster's upcoming coverage of the Paralympic Games in Rio.

Samsung Goes ‘Real, Raw and Pitiless’ in Gritty Paralympics Ad

"The idea of 'Sport Doesn't Care' is that sport is the great leveler," says Carlo Cavallone, ecd at 72andSunny in Amsterdam, of his agency's hard-hitting 90-second spot for Paralympics sponsor Samsung.

Meet the Superhuman Moms in P&G’s Stirring Ad for the 2014 Paralympics

Procter & Gamble's "Tough Love" ad, which celebrates the pride and determination of athletes and their moms ahead of next month's Paralympic Winter Games in Sochi, Russia, manages to play on the heartstrings without hitting a saccharin note.

Paralympics Ad ‘Meet the Superhumans’ Powers to Film Craft Grand Prix

CANNES, France—The athletes are superhuman. And so was the director.Tom Tagholm's brilliant "Meet the Superhumans" commercial for the 2012 Paralympic Games won the Grand Prix in the Film Craft Lions category here tonight for its skillful direction and gritty, powerful storytelling.

Ad of the Day: Paralympic Games

Turns out the summer's most amazing sports-action commercial isn't for the Olympic Games. It's for the Paralympic Games—and it's a triumph of skillful direction and gritty, powerful storytelling.