More Olympic business, this time we take a look at Channel4’s Paralympics Promo. As It’s Nice That echo, there have been some shockingly saccharine Olympic themed ads popping up over the last few months, we’re talking proper dross, the kind of nonsense designed to make you weep over washing powder. However, Channel4, the official Paralympic channel, have been dropping some great little shorts over the past months and hit a high last night with their full ‘Meet the Superhumans’ ad. This one got an immediate rewind/rewatch and will hopefully encourage viewers to take a look at an often ignored side of the Olympics. Public Enemy’s ‘Harder Than You Think’ provides the soundtrack, no suprise 4 did it best. Directed by Tom Tagholm, well done to the 4creative team. More info over here.

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