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.


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.”


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.”


“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