Ad of the Day: Paralympic Games

Forget the Olympics. This is the summer's most stunning sports commercial

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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.

The 90-second spot, posted below, is a promo for Channel 4's coverage of the Paralympics, to be held in London from Aug. 29 through Sept. 9. (The regular Olympics run July 27 through Aug. 12.) Directed by Tom Tagholm and produced in-house by Channel 4, the Paralympics spot uses brilliantly immersive camerawork and the blaring soundtrack of Public Enemy's "Harder Than You Think" to create a potent atmosphere of struggle, defiance, camaraderie and elation.



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