The U.K.’s Channel 4 revealed a powerful advert promoting its coverage of the 2016 Rio Paralympics that highlights the daily lives of people with disabilities.
The Broadway-inspired promo We’re the Superhumans features more than 140 disabled people, set to the classic Sammy Davis Jr. song “Yes I Can” and featuring Tony Dee and his Superhuman Band of disabled musicians from across the globe.
The three-minute spot switches between footage of people performing routine tasks, like brushing their teeth and pumping gas, and scenes of high profile Paralympians participating in the games.
The advert was created by 4Creative and directed by Dougal Wilson of Blink.
“We wanted to create a huge powerful Superhuman message of positivity,” 4Creative Creative Director Alice Tonge said in a statement. “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.”
Channel 4 is planning more than 700 hours of Paralympics coverage in September, with an on-air team that will encompass the largest number of disabled presenters ever—including RJ Mittle of Breaking Bad.
READ MORE: Creativity Online, Digital Spy
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