Channel 4's New Ads Are Weird, Playful and Almost Mythically Magical

Broadcaster again taps 'Superhumans' director Dougal Wilson

Channel 4 in the U.K. is best known lately for its two “Superhumans” films advertising its coverage of the Paralympic Games in 2012 and 2016. But the broadcaster has also been well known through the years for its so-called “idents”—short promotional films advertising the network itself.