Channel 4 'meet the superhumans' by 4Creative

Channel 4's biggest ever marketing campaign promotes coverage of the London 2012 Paralympic Games with a 'roadblock' premiere across 78 television channels.

The 90 second long film, 'meet the superhumans', will be broadcast at 9.00pm concurrently across 78 different UK television channels, including all of Channel 4's networks, ITV1, Five, Sky One, Eurosport and all of UKTV's channels.

Set to the track, Harder Than You Think by Public Enemy, the film showcases the abilities of some of the leading UK Paralympians and shows the herculean efforts that have gone into their preparation for the Games.