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.