4Creative’s new Paralympics ‘Superhumans’ is a medal winner – but which colour?

Channel 4’s series of ‘Superhumans’ ads for the Paralympics has deservedly won a hatful of awards over the years and the station – the official Paralympics broadcaster for this year’s event in Rio – has pulled out all the stops once more in this surprising and uplifting epic from in-house 4Creative.

In some ways producing a tour de force for the Paralympics is not so hard – as tour de forces go – as everyone starts on your side. But the decision to go for a musical is quite brave and, more importantly, it works.

MAA creative scale: gold. (That’s a 9).

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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.