Maltesers and AMV BBDO win Channel 4's £1m Superhumans prize

Channel 4 has selected Maltesers and Abbott Mead Vickers BBDO as the winners of its £1m prize for featuring disability in ad campaigns.

Channel 4's 'Meet the superhumans' campaign
Channel 4's 'Meet the superhumans' campaign

The brand and ad agency’s winning campaign was selected among nearly 90 entries. 

Maltesers will be given £1 million in free media by Channel 4, including an exclusive launch spot during coverage of this year’s Paralympic Games opening ceremony in Rio de Janeiro on 7 September.

Channel 4 launched the Superhumans Wanted competition for advertisers as part of the broadcaster’s Year of Disability.

Justin Tomlinson, the minister for disabled people, congratulated the winners and said: "We want to change attitudes towards disabled people for good and to do that we need everyone to get involved: Channel 4 should be commended for recognising the crucial role of the media in creating a more inclusive society."

The other seven brands which made the final shortlist (and their ad agencies) were: Amazon (Lucky Generals); Barclays (Bartle Bogle Hegarty London); Dove (Ogilvy & Mather); H&M (Adam & Eve/DDB); Lloyds Bank (Adam & Eve/DDB); Lynx (TMW Unlimited); and Purdey’s (Iris Worldwide). 

The judging panel, chaired by Jonathan Allan, the sales director at Channel 4, included: Tim Lefroy, chief executive, Advertising Association; Claire Beale, global editor-in-chief, Campaign; Tom Knox, president, IPA; Mike Hughes, director general, ISBA; Chris Bovill and John Allison, heads of 4Creative; and Dan Brooke, the chief marketing and communications Officer, Channel 4.

Allan said the "massive response" and quality of entries surpassed the broadcaster’s expectations. He added: "Having seen some absolutely brilliant scripts as part of this competition, we would like to work with all the shortlisted brands who want to make their ads to help get as many of these rich ideas onto TV as possible to improve disability representation in commercial airtime."

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