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.

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