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

Channel 4's infectious musical might be the best ad ever made about disability

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.

Propelled by a swingin' cover of Sammy Davis Jr.'s "Yes I Can," the spot, impressively staged by the in-house 4Creative team and Blink director Dougal Wilson, features not just athletes but disabled people of all kinds. They're competing in sports, playing in bands, working at various jobs, raising kids, ballroom dancing, flying planes—and more.

Because, of course, they can. And they do. Every single day.

Headshot of David Gianatasio

David Gianatasio

David Gianatasio is a longtime contributor to Adweek, where he has been a writer and editor for two decades. Previously serving as Adweek's New England bureau chief and web editor, he remains based in Boston.