Anatomy of an Ad: How Channel 4 told the story of the humans behind the Superhumans
That’s the thinking behind Channel 4’s second Paralympics spot which aims to broaden the definition of what it takes to be ‘superhuman’.
When Channel 4 won the UK broadcast rights for the London 2012 Paralympic Games following a competitive pitch, it marked the first time a not-for-profit company had bid for the Games. And, as a public service broadcaster, it had a remit set by parliament to champion diversity and alternative points of view meaning the broadcast rights came with a number of commitments to increase public engagement and involvement in Paralympic sport.
Tasked with delivering the strongest pre-Games broadcast coverage Read full story ›
Source: The Drum
