Channel 4's Paralympics trailer
Communications agency 4Creative is behind a stirring new trailer for Channel 4's forthcoming coverage of the Paralympics...
Channel 4 is the official broadcaster of the 2012 Paralympic Games and the 90 second spot, Meet the Superhumans, features many of the key members of the Paralympian Team GB as they prepare for the competition.
What makes it much more interesting than the standard triumphalist sporting fare, however, is that among the sequences of endurance and athleticism several of the participants' personal stories are interwoven into the film, which makes for a few unexpected, thought-provoking moments.
The trailer, which was first screened on Channel 4 last night, is directed by Tom Tagholm and was shot in the UK at various locations including Stoke Mandeville in Buckinghamshire, the original home of the Paralympic Games.
The film is also available to watch on the C4Paralympic channel, or on the Channel 4 website. (Sadly, thanks to an apparent rights agreement with the music used in the spot – Harder Than You Think by Public Enemy – embedding the clip is not permitted via YouTube.)
Director/creative: Tom Tagholm, 4Creative
Producers: Gwilym Gwilym, Rory Fry, 4Creative
Cinematographer: Luke Scott, 4Creative
Editor: Tim Hardy, (edit facilities: Stitch)
VFX/Post Production: MPC
Wow, that was awesome
Brilliant! Genuinely inspiring!
Thats literally 1 of the best adverts i have ever seen!!!
Now THAT speaks to me and about me. Everyone has a story. Mine just happens to have wheels.
Sweet hook shot at 1:20! The games can't come soon enough for me now!!!
including the flashbacks really makes this stand out creatively.
I saw this on TV last night and thought it was stunning. I thought all the way through it must be for a high profiled sports company like Adidas but it wasn't to be. Would they even attempt something like that? Even so great work 4Creative.
Brilliant married with an awesome track!! Inspiring!!!
That has to be one of the greatest ads ever made - cannot stop watching it.
First time in an age I have been transfixed by an advert.
Adidas, wake up, have you seen this?
This is the best clip I have seen in years.
I think I've watched it 10 times already.
I'm going to watch it again, now.
I wasn't that interested in the Paralympics, I'm now going to watch it.
Simple as that.
Well done 4Creative.
Very creative 4 channel4 by 4creative.
Could not agree more with the other comments. One of the most inspiring and engaging adverts ever made. It is probably destined to win a string of medals; as, hopefully, do those starring in it.
Inspiring and groundbreaking stuff. Love the 'superhuman' aspect. Ultimate respect to all these athletes, and credit to all involved in the advertising. Thought provoking and moving.
I was going to do the same for the Paralympics as I am going to do with the so-called able bodied version. Flat out avoid it.
Pieces of art like this are a mind changer.
This is the most beautiful and powerful advert I have ever seen. I have never been so inspired by anything on television.Its made me realise how selfish I can be and how I dont enjoy what I have been blessed with.
All the participants are so amazing and the director should be so awarded for his interpretation. of what is means to be a SUPERHUMAN.
I have been moved beyond words ...........Priceless!
I would love to be involved in anything this director does and of course The Britsih Paralmpic Team.
This is one of the best adverts I have seen in a long time.
One of the best - if not the best - adverts I have seen. Incredibly moving, powerful, gritty and proves to me the paralympics deserve more attention than the Olympics. Olympians are outstanding athletes at their peak. Paralympians go beyond even that.
Outstanding television with an apt soundtrack.
Truly inspiring advert, with a cracking track that fits the mood perfectly.
Well, I don't like it much! Aggressive, lots of sad images (car crashes etc). Mainly because of the music.
I absolutely hate the music. I hate rap and if this is Hip-hop I hate that too.
What has Black American "Culture" got to do with London 2012?
I don't disagree that some Black Americans are treated badly in the USA, and I don't object to them having music about it, it just grates on me. I repeat - What's it to do with the Paralympics?
The worst thing about it is I have had to listen to it several times a day for bloody weeks!
And I am going to the Paralympics next week.
can any body please tell me where the circular water feature in the bt advert for the paralympics is
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