Video - November 3, 2021
Super. Human. | Tokyo 2020 Paralympic Games Trailer.
Channel 4 launched a major new advertising campaign for the Tokyo 2020 Paralympic Games – Super. Human.
Made by Oscar-nominated cinematographer Bradford Young, Super. Human. explores the sacrifices made by Paralympians to pursue their dreams of being crowned Paralympic champions. Unlike previous iterations of the Superhumans campaigns, this new film focuses on the fragilities and day to day struggles facing elite athletes – putting the emphasis on ‘human’ over ‘super’.
Conceived by Channel 4’s multi award-winning agency 4Creative, the film opens with Paralympian Kadeena Cox in a dream sequence facing the pressure of repeating her gold medal performances from Rio 2016. But a starting pistol shakes her out of the dream, and reality bites.
Having graphically depicted the gruelling challenges faced by Paralympians, the film culminates with the line – “To be a Paralympian there’s got to be something wrong with you” before showing Paralympians smiling, celebrating and reaping the rewards of their efforts.
The line summarises the truth that what differentiates these Paralympians from the rest of us is not physical, but is instead a level of determination, focus and ambition most of us could only imagine choosing. It is taking a piece of ill-used language, reimagining it’s intent and putting that power firmly in the hands of our elite athletes.
As well as working closely with British Paralympians, 4Creative also liaised with the International Paralympic Committee, the British Paralympics Association and Scope, all of whom provided invaluable insight and guidance in shaping the campaign.
Set to the song ‘So you want to be a boxer’, originally from Bugsy Malone, which has been re-arranged and recorded, with a vocal performance by British artist Jay Prince, the film features a host of British Paralympians including: Ali Jawad, David Smith, Ellie Simmonds, Jody Cundy, newly crowned Wimbledon Ladies Wheelchair Doubles Champion Jordanne Whiley, Kadeena Cox and Kylie Grimes.
