"There aren't many superlatives left that haven't already been used to describe this breathtaking, bold and original film, and comparisons to the other Olympic-related ads are probably futile. This is on a different level. The stories of how the participants got their disabilities make it particularly striking." The spot was created and directed by Tom Tagholm through 4Creative.
Jeremy Lee is in awe of Channel 4's "meet the superhumans" Paralympics ad, created by 4Creative: