Pick of the Week: C4’s Paralympic ad smashes it out of the stadium

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Pick of the Week: C4’s Paralympic ad smashes it out of the stadium

Channel 4’s chief marketing and marketing officer, Zaid Al-Qassab, described the 2020 Paralympics space because the “not easy third album”. Properly, if that is the case, the broadcaster’s in-house artistic crew has delivered an OK Pc in desire to a Be Here Now.

Region to a model of the Bugsy Malone traditional So You Are seeking to Be a Boxer by British artist Jay Prince, the ad combines brutal reality with surrealism and wearing triumph with the frustrations of existence.

Once extra, the tune is expertly chosen and completely synced with the vignettes – not surprisingly, given it used to be directed by the Oscar-nominated cinematographer Bradford Younger (Selma, Arrival).

After presenting Paralympians and then all folk with disabilities as superhuman in old spots, Channel 4 has returned to remind the public they face the identical pressures as everyone else, with the added challenges introduced by living with disabilities.

By turning in its important message in an intriguing and racy manner, this space have to soundless force viewers to conception the Paralympic Video games on Channel 4 and proceed to strengthen societal attitudes to folk with disabilities.

Mark Channel 4

Title Natty. Human.

Agency 4Creative

Director Bradford Younger

Manufacturing firm Serial Photos x Somesuch

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