With the Paralympics about to start we have to give credit to what amounts to be the best television advert so far this year.
The Paralympics advert was premiered and simultaneously aired on the 17th July across 78 different commercial channels in the UK and was seen by an estimated 10 million viewers. With the public now fully onboard after the much hyped main event which the Paralympics have credited as "The warm up", this should be a spectacular and capture the nation.
Focusing on the 'Superhuman' aspect combined with the competitiveness, personal events and struggles, the advert really touches a nerve and with the soundtrack from Public Enemy's song "Harder than you think" it set the scene perfectly.
Directed by Tom Tagholm for Channel 4's in-house agency 4Creative. Tom is quoted in saying "we knew we had to make some noise".
They've certainly done that. Job well done.