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Editor's pick: Paralympics ad, Meet the superhumans

Client: Paralympics 2012

Agency: 4creative

Channel 4 has launched its biggest ever marketing campaign on Tuesday July 17 to promote coverage of the London 2012 Paralympic Games with a ‘roadblock' premiere of its Meet the Superhumans film across 78 television channels.

The 90 second long film, Meet the Superhumans, will be broadcast at 9.00pm concurrently across 78 different UK television channels, including all of Channel 4's networks, ITV1, Five, Sky One, Eurosport and all of UKTV's channels.

Set to the track, Harder Than You Think by hip hop legends, Public Enemy, the film showcases the abilities of some of the leading UK Paralympians, represents some of the unique stories behind the elite athletes, and shows the herculean efforts that have gone into their preparation for the Games.

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