Quick Case – SUPERHUMANS (UK)
SUPERHUMANS (UK)
Channel 4 focuses on the fragilities and day-to-day struggles facing elite Paralympic athletes, emphasizing ‘human’ over ‘super’
Brief Description
In 2021, UK public broadcasting network Channel 4 launched the third iteration of its Superhumans campaign to promote its coverage of the 2020 Tokyo Paralympic Games – a competition it has broadcast since the London Games in 2012. The campaign had two goals, which Channel 4 has been working towards refining since the London Games in 2012: to garner an audience for the Paralympic Games and to change people’s attitudes about disabilities, especially in sports.
The advertisement features a montage of British Paralympians (including swimmer Ellie Simmonds, powerlifter Ali Jawad, Boccia athlete David Smith, and cyclist Jody Cundy) training and preparing for the event and is set to the Bugsy Malone song ‘So You Wanna Be A Boxer’ for a dryly amusing effect.
The campaign goes beyond just depicting the athletes’ talents and shows Paralympians’ struggles, from childcare issues to tend to their injuries.
Why is it significant?
This campaign plays a crucial role in reshaping perceptions. Portraying the multifaceted journeys of Paralympic athletes, including their triumphs and challenges, catalyzes transforming attitudes toward disability in sports. It not only encourages viewership of the Paralympic Games but also strives to break stereotypes, highlighting the resilience and determination of these athletes.
When witnessing the triumphs of Paralympians alongside their day-to-day struggles, audiences empathize and engage in meaningful conversation, encouraging inclusivity and appreciation for diversity in sports and society.
For Channel 4, it amplifies its commitment to inclusive coverage. Showcasing Paralympic athletes compellingly and authentically aligns with the brand’s ethos of offering diverse and engaging content to a broad audience.