The Superhumans return for Channel 4

4creative has produced a follow-up campaign to last year’s hugely successful ‘Meet the Superhumans’ that advertised Channel 4’s Paralympics coverage

4creative has produced a follow-up campaign to last year’s hugely successful ‘Meet the Superhumans’ that advertised Channel 4’s Paralympics coverage.

Return of the Superhumans highlights the channel’s programme of the Sainsbury’s three-day Anniversary Games, which take place this weekend culminating on July 28 with the paralympians back at the Olympic stadium.

Set to music track Treat Me Like Your Mother by The Dead Weather, the TV ad features wheelchair athletes David Weir and Hannah Cockroft, sprinter Jonnie Peacock and discus athlete Josie Pearson, challenging them to push themselves even further this year – “That all you got, Weir?” is one bold questions thrown at the multi-gold medallist.

The campaign was conceived by Alex Boutell who also directed the commercial, reflecting in black and white the gritty style of the ad that preceded it. The accompanying print ads, which launch on Friday, pick up the no-nonsense challenges issued to the athletes in the TV campaign, with bold typography overlaid on images of their triumphs in 2012.

Neither the campaign nor the Anniversary Games will ever be able to truly recapture the fervour of last year, but they are welcome reminders of the passion the Games ignited in viewers.

Credits:
Agency and production company: 4creative
TV
Creative directors: John Allison & Chris Bovill
Lead creative: Alex Boutell
Creatives: Jack Croft and Stacey Bird
Director: Alex Boutell
DOP: Richard Stewart
Print
Creative directors: John Allison & Chris Bovill
Creatives: Pablo Gonzalez, Jack Croft and Stacey Bird
Typographer: Luca

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