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WATCH: Channel 4’s ad for the 2016 Paralympics is breathtakingly brilliant
Published 21:12 14 Jul 2016 BST
Updated 17:50 9 Sept 2016 BST
Homesport
Wow.
Shortly after the Olympic Games comes to an end, the 15th edition of the Summer Paralympics will take place in Rio de Janiero from 7-18 September. As the UK’s Paralympic Broadcaster, Channel 4 will be providing live coverage of the events from Brazil and their ad to preview the games is so good it has to be seen to be believed. A follow-up to their acclaimed Superhumans TV ad for the Paralympics in London four years ago, their latest effort features a band of disabled musicians playing a version of the Sammy Davis Junior song ‘Yes I Can’. The musicians are amongst 120 people with disabilities to feature in the ad, which includes 40 Paralympians and over 50 non-athletes and was directed by Dougal Wilson, the man behind the famous John Lewis Man on the Moon ad from last Christmas. He’s outdone himself here, as has everyone involved in what truly is an incredible spectacle. https://twitter.com/channel4/status/753663699097792512 If Channel 4’s live coverage of the event can match this, then they’re on to a winner.
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