Return of the Superhumans: Channel 4 Celebrates Grit and Humor of Paralympians

Since its 2012 debut, Channel 4’s “Superhumans” campaign for the Paralympics has been creatively lauded but also hugely influential in shifting attitudes about disability in the U.K. Now, ahead of the Tokyo 2020 Paralympic Games next month, the broadcaster is back with the third ad in its celebrated campaign. This time it focuses on the…
Since its 2012 debut, Channel 4’s “Superhumans” campaign for the Paralympics has been creatively lauded but also hugely influential in shifting attitudes about disability in the U.K. Now, ahead of the Tokyo 2020 Paralympic Games next month, the broadcaster is back with the third ad in its celebrated campaign. This time it focuses on the…