Positivity Equals Power

Channel 4 in the UK (recently) launched their much-anticipated ‘We’re The Superhumans’ campaign ahead of the Rio 2016 Paralympic Games.

Channel 4 in the UK (recently) launched their much-anticipated ‘We’re The Superhumans’ campaign ahead of the Rio 2016 Paralympic Games.

As a follow-up to its acclaimed ‘Superhumans’ TV ad for 2012’s London Paralympics, it now includes a three-minute centrepiece – driving a revolutionised public approach to ‘disability’ and the attitude towards the matter.

In celebration, the cast features more than 140 disabled people (and their unique abilities), of which include: Paralympic athletes, musicians and other members of the public.

COLLIDERS THOUGHTS ON ‘WE’RE THE SUPERHUMANS’

With the purpose of creating a powerful message, we’re delighted to see disabled people being represented in content, not just because they’re disabled (but because they’re part of the population).

“The award-winning 2012 Superhuman ad, challenged our perceptions (and changed) our cultural reference points around disability and accessibility. The concept was powerful, single-minded, gritty and emotive. The recent spot is however, a single-minded idea that is unswerving, beautiful, and crafted to perfection,” says Alex Normanton, Collider’s Creative Director.

The ad (based on a cover of Sammy Davis Jr’s ‘Yes I Can’) is performed by a band of disabled performers, including singer Tony Dee. The title alone encourages upliftment and motivation.“The balance of sensitivity and creativity has done a fantastic job of celebrating the everyday heroes – not just the heroes we’ll be glued to our screens to watch in September,” says Zoe Stock, Collider’s Art Director.

“Channel 4 have always been known for celebrating diversity, and so their decision to extend a conversation to a wider social level, rather than just promoting the Paralympics, absolutely feels like the right direction to have taken.”

IT’S TIME TO BE SUPERHUMANS – TOGETHER!

The campaign (along with Channel 4’s coverage commitment) shows how far we’ve come as a society. “Whether you’re blind and you’re running at the Rio Paralympics or you’re a double leg amputee and you’ve got to get the bus every morning to work, being a Superhuman is a state of mind. It’s time to stop focusing on disability and focus on superability instead.”

WATCH THE TRAILER HERE.

“We’re the Superhumans” will run in various cut-down versions post-launch throughout the summer in the lead up to the 2016 Paralympics, which opens on September 7 in Rio de Janeiro.

start a conversation

Contact us