Ad of the Week: Channel 4 - We're The Superhumans (Rio Paralympics Trailer)

Ad of the Week: Channel 4 – We’re The Superhumans (Rio Paralympics Trailer)

Wow. I mean, just… wow. I am just blown away by this video Channel 4 (UK) put together for the Paralympics in Rio. It opens with an armless drummer laying down some beats with his feet. He's joined by an all "disabled" band – although you wouldn't really call them disabled, as they are all far more "abled" than I am at all they do, which makes them the superhumans of the spot title.

A lead singer singer in a wheelchair starts belting out an anthem about "yes, I can" as we see footage of Paralympics doing amazing athletic feats. We glide from a scene of a hard hit full on contact wheelchair basketball to suddenly a black and white old movie scene with tap dancers, each with an artificial leg and a kick line of one legged chorus girls, while a guy with just stubs for arms plays an amazing piano solo. Out of this we have a daredevil wheelchair rider shooting down a ramp and through a window to take us back to Paralympic athletes.

The music and imagery is very uplifting and amazing, going back and forth between incredible athletic achievements and amazing every day achievements, while our singer croons his "yes I can" anthem. It's very upbeat and fast paced until near the end we are suddenly in what is obviously an business job interview situation, where the prospective boss tells someone in a wheel chair, "no, you can't." But then that person is suddenly in athletic gear hurtling towards camera, screaming "Yes, I can!" before smashing into his opponent on the court.