Ad of the Day: ‘Considering What?’ asks Channel 4’s new Paralympic Games spot
Viewers are asked to challenge preconceptions they might hold by the team that created Meet the Superhumans.
Channel 4’s Paris 2024 Paralympic Games film will launch tomorrow, July 12, in a surprising TV spot that focuses on Paralympians being subject to the same brutal forces of nature as all athletes.
The message of the film is that viewers don’t always appreciate Paralympians for what they are: world-class athletes. To show this, we’re introduced to a series of Paralympians competing against friction, gravity and time while members of the public who follow their progress make well-intended but slightly off-key comments that fail to recognize the true athleticism of competitors.
The film is set against a dark backdrop, which gives it a claustrophobic feel. Gravity, for example, is portrayed as a shirtless, cackling man clutching a pint, while friction is depicted as a boy racer performing doughnuts in a car.
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British Paralympians Aaron Phipps, Dame Sarah Storey, Emmanuel Oyinbo-Coker, Joseph Lane, Emma Wiggs, Olivia Broome and Alfie Hewett all star in the film.
You can read more about how the film was made in our upcoming interview with 4Creative’s executive creative director, Lynsey Atkin.
Credits
Channel 4
CMO: Katie Jackson, Zaid Al-Qassab
Marketing director: Amber Kirby
Marketing lead: Anna Kerr
Marketing executive: Alexandra Baker
Senior planner, strategy & consumer insight: James Hamilton
Brand planner: Thomas Schofield
Sports partnership lead: Kate Clayton
Creative diversity & disability lead: Ally Castle @ Ideally Consulting
Disability-led inclusive marketing agency: Dom Hyams (client director) and Dani Roberts (campaigns director) @ Purple Goat
4creative
Executive creative director: Lynsey Atkin
Creative directors: Andy Vasey and Dan Warner
Creatives (film): Andy Vasey and Dan Warner
Creatives (OOH): Stuart Gittings and Reuben Dangoor
Director of production: Miketta Lane
Executive producer: Fiona Wright
Senior producer TV: Lauren Holden
Production manager: Hannah Jones
Production assistant: Amelia Croom
Trainee production co-ordinator: Tehya Connery
Senior producer (OOH & ident): Rory Maclean
Producer (social): Faye Adams
Head of design: Rob Boon
Senior designer: Aimi Awang
Designer: Dan Davies
Senior project manager: John Trevor
Head of creative operations: Olivia Jones
Production company: Biscuit Filmworks UK X Revolver
Director: Steve Rogers