Channel 4 Paralympics ad pushes the right buttons – but do we need a bomb going off in the Middle East?

There’s a formidable head of steam behind the forthcoming Paralympics in London and Channel 4’s launch ad (by in-house agency 4Creative presumably) is a vigorous piece of work – ‘Meet the Superhumans’ is hardly the stuff of most ads about disability.

But do we really need the bit (only a second or so admittedly) showing a bomb going off in either Iraq or Afghanistan? I’m sure some injured British or other ‘Allied’ forces servicemen are participating but this is a bit too redolent of the charity ‘Help for Heroes.’

Even this single frame politicises the competition. And that’s a bad idea.

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About Stephen Foster

Stephen is a former editor of Marketing Week and London Evening Standard advertising columnist. He wrote City Republic for Brand Republic and is a partner in communications consultancy The Editorial Partnership.