After a summer of tragic events, this insanely beautiful "We're the Superhumans" video for the upcoming Rio Paralympics is a reminder to keep an eye on the brighter things and celebrate the good in the world. The U.K.'s Channel 4 in-house creative team put together what some are saying might quite possibly be the "Ad of the Year," celebrating the world's Paralympic teams.
After starting off with a Rat-Packish setting, where musicians from around the world perform a cover of Sammy Davis Jr.'s "Yes, I Can," the title of Davis' song (performed by Tony Dee) becomes the running theme for the video. The Paralympians kick ass at a wide variety of athletic feats—high jumps, weight lifting, and archery included—as well everyday folks doing everyday tasks. Ultimately, it shifts the focus from disability to what the in-house agency's creative director calls "superability."
That mindset is definitely something we can get behind (especially as we prep to cheer on our country's team members like swimmer Jessica Long at the Rio Paralympics). Check out the entire video:
"In a Britain where everything seems a bit less certain and, at times, less caring, we wanted to create a huge powerful Superhuman message of positivity," said 4creative creative director Alice Tonge in a statement (throwing some not-so-subtle shade toward Brexit). "Whether you're blind and you're running at the Rio Paralympics or you're a double leg amputee and you've got to get the bus every morning to work, being a Superhuman is a state of mind."
So far, it's been met with a lot of love on Twitter:
We're more than a little moved by it—and if you want to purchase the (amazing) backing track, you can purchase it from wearethesuperhumans.com—all benefits go to the British Paralympic Association.
For more Rio 2016 love, here's our video of female Paralympians and Olympians quoting Muhammad Ali:
Source: http://www.glamour.com/story/rio-paralympics-teams-video
Reviewed by Unknown
on
7/16/2016
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