Channel 4 "the original extreme sport" by 4Creative

Channel 4 tells the story of the first steeplechase in a campaign promoting the broadcaster’s coverage of the Grand National. The spot, created by 4Creative, shows how love rivals Cornelius O’Callaghan and Edmund Blake invented the contest when they raced from spire to steeple in Ireland in 1752. At the end, the action switches to the modern day and, as AP McCoy and Richard Johnson approach the racecourse, a bystander notes: "Nothing feckin’ changes." The soundtrack is On The Run by Cerebral Ballzy. The work was created by Chris Bovill and John Allison, and directed by Keith McCarthy through 4Creative.