In 2012, Channel 4’s “Meet the Superhumans” film promoting its coverage of the 2012 Paralympics became an international sensation, winning major industry awards ranging from the UK’s top creative prize, D&AD, to the Film Craft Grand Prix at the Cannes Lions International Festival of Creativity. The powerful promo interspliced gritty footage of paralympic athletes at their respective games with shocking recreations of the accidents and other situations that resulted in their disability.
The campaign returned this week with the aptly titled “Return of the Superhumans,” for Channel 4’s coverage of Sainbury’s Anniversary Games, where Paralympic and Olympic medalists come together for the anniversary of the 2012 Games. Once again directed by Blink’s Tom Tagholm, the spot takes a less explosive, more intimate approach, with grainy, black-and-white footage of the paralympians in more private settings, and a stream of inspiring quotes from the athletes superimposed over the proceedings.
Brief Take: It would have been quite a feat to one-up “Meet the Superhumans” and “Return of the Superhumans” doesn’t try to. The quieter approach is befitting of a quieter event, serving as a humble call-back to the great spot of yore while still paying homage to these amazing athletes.
Check it out below.
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