C4 unveils hard-hitting Paralympics campaign

Channel 4 will tonight launch a hard-hitting TV ad as part of its "biggest-ever campaign" to promote its support for the Paralympic Games.

Channel 4: Paralympic ad campaign
Channel 4: Paralympic ad campaign

The 90-second spot, named 'Meet The Superhumans', is set to the soundtrack of Public Enemy’s 'Harder Than You Think'. It will make its debut simultaneously on 78 TV channels tonight (17 July) at 9pm.

The ad features shots of disabled athletes such as swimmer Ellie Simmonds and sprinter Jonnie Peacock, before cutting to a woman who has just received bad news about her unborn child and images of a car after a crash.

It then returns to shots of Paralympians in action, to emphasise their achievements.

The campaign was devised by Channel 4’s in-house team 4Creative, with media planning and buying by OMD UK. Outdoor, press and digital activity is planned for the coming weeks.

Dan Brooke, chief marketing and communications officer at Channel 4, told Marketing: "It’s hard to think of something that [fulfils the channel’s remit] better than the Paralympics and our marketing to support it."

Cannes Offer: 12 weeks' online access from just £12

Subscribe to Campaign before the end of Cannes Lions and save up to 71%

SUBSCRIBE

Looking for a new job?

Get the latest creative jobs in advertising, media, marketing and digital delivered directly to your inbox each day.

Create an Alert Now
Share

1 Publicis Groupe withdraws from marketing and awards to focus on AI-powered platform Marcel

Publicis Groupe is pulling out of all marketing activity for the next 365 days - and won't be entering awards at Cannes next year - as it focuses its resources on developing Marcel, described by chief executive Arthur Sadoun as a ground breaking new platform.

Job description: Digital marketing executive
Shares0
Share

1 Job description: Digital marketing executive

Digital marketing executives oversee the online marketing strategy for their organisation. They plan and execute digital (including email) marketing campaigns and design, maintain and supply content for the organisation's website(s).

Just published

More