Channel 4 is to launch its biggest ever marketing campaign for the Paralympic Games.
Entitled Meet The Superhumans, the 90-second film will air across 78 channels tonight at 9.00pm on Channel 4, ITV 1, Sky 1, Channel 4, UKTV channels and all of Channel 4′s network.
Set to the track, Harder Than You Think by hip hop legends, Public Enemy, the film showcases the abilities of some of the leading UK Paralympians, represents some of the unique stories behind the elite athletes, and shows the herculean efforts that have gone into their preparation for the Games.
“London 2012 is a coming of age moment for the Paralympics and this marketing campaign is designed to help bring a whole new audience to it, and may even raise a goosebump or two along the way.” – Dan Brooke, Channel 4′s Chief Marketing & Communications Officer
The campaign was commissioned by Channel 4 marketing, and conceived and directed by Tom Tagholm, for Channel 4′s in-house agency, 4creative.