Return of the Superhumans: Channel 4 Celebrates Grit and Humor of Paralympians

The U.K. broadcaster's campaign for the Paralympics continues its legacy of progressing conversations about disability

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Since its 2012 debut, Channel 4’s “Superhumans” campaign for the Paralympics has been creatively lauded but also hugely influential in shifting attitudes about disability in the U.K.

Now, ahead of the Tokyo 2020 Paralympic Games next month, the broadcaster is back with the third ad in its celebrated campaign. This time it focuses on the “human” aspect of that weighted term, “superhuman.”

Created by Channel 4’s in-house agency 4Creative, “Super. Human.” explores the sacrifices, struggles and fragilities with which Paralympians grapple on a daily basis to become elite athletes.



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