Ad of the Day: Stunning New 'Superhumans' Paralympics Spot Goes Well Beyond Sport
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Why Channel 4's Paralympics advert risks alienating disabled people
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inews.co.ukKatie Grant
To shatter stereotypes, the International Paralympic Committee’s new campaign shows the reality of Paralympians competing at the highest level of sports. The IPC wants to make this year’s Games, which open Aug. 28, the most watched Paralympics ever. Its ad launches Monday to mark the 100-day countdown to the Paris 2024 Summer Paralympic Games and will run in up to 185 countries and territories, across TV, online and social channels. Read more about the campaign here: https://adweek.it/44RAGT6 |
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Channel 4, the official U.K. broadcaster of the Paralympics, has brought back its groundbreaking “Superhumans” campaign with a third installment celebrating the grit and humor of Paralympians. Created by 4Creative, the latest ad progresses the conversation around disability by focusing on the “human” side of that weighted term “superhuman.” Watch the full ad and see what others are doing to advertise during the Olympics and Paralymics: https://adweek.it/2TUUIMs | Adweek
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