Super.Human

Product Context

1. Creator and Purpose: The Super. Human. advertisement was created to promote the 2020 Paralympic Games by Bradford Young, the first African American Oscar-nominated cinematographer.

2. Production Details: Created by Channel 4’s in-house agency 4Creative and produced by Serial Pictures and Some such, the campaign included posters and social media content.

3. Previous Campaigns: This is Channel 4’s third Paralympic campaign, following their broadcasting of the event.

4. Focus: The advert highlights the sacrifices and challenges Paralympians face in preparation for the 2020 Tokyo Games.

5. Tone and Narrative: A blend of athletic struggles and everyday life aims to create relatable, humanized portrayals.

Starting Points – Media Language

1. Codes and Conventions: Combines recognizable advertising elements and sub-genre conventions like emotive storytelling and impactful visuals.

2. Audio Codes: Uses Bugsy Malone's So You Want to Be a Boxer for an uplifting tone alongside grunts and sounds of struggle for realism.

3. Visual Techniques: Juxtaposes athletic scenes with everyday moments to create a narrative of perseverance and normalcy.

4. Editing and Technical Codes: Fast-paced editing and slow motion enhance emotional impact, such as the cycling crash sequence.

5. Humour and Drama: Incorporates lighthearted moments (e.g., hamster wheel) with stylized sequences to balance realism and inspiration.

Starting Points – Representation

1. Focus Shift: Moves away from portraying Paralympians as "superhumans" to emphasizing their relatable, everyday humanity.

2. Challenging Stereotypes: Rejects victimization or heroism tropes, instead showing disabled athletes as elite professionals.

3. Positive Impact: Changed public perceptions, with 65% of viewers reporting a more favourable view of disabled people.

4. Constructed Narratives: Represents athletes through deliberate media choices that blend personal and professional challenges.

5. Avoiding Clichés: Depicts athletes as regular people excelling in their discipline, not as individuals overcoming disabilities.

Starting Points – Audiences

1. Target Demographics: Appeals to 16–34-year-olds, sports fans, and advocates for diverse representations.

2. Engagement Techniques: Real stories, close-ups, and a mix of gritty and humorous visuals ensure connection with the audience.

3. Audio Appeal: Recognizable and stirring soundtrack with sounds of athletic and everyday struggles create relatability.

4. Impact: The campaign reached 81% of the UK population, with 20 million viewers watching Paralympic coverage.

5. Challenging Misconceptions: Ends with the phrase “To be a Paralympian there’s got to be something wrong with you,” provoking reflection.

Contexts

1. Addressing Underrepresentation: Reflects Channel 4's ethos of giving voice to marginalized groups like disabled athletes.

2. Realistic Portrayals: Shifts from depicting athletes as "superhuman" to showing their daily struggles and humanity.

3. Social Reflection: Aligns with a societal demand for accessible and relatable success stories.

4. Preferred Reading: Encourages audiences to embrace the narratives of disabled athletes as inspiring but ordinary.

5. Cultural Relevance: Challenges stereotypes and cultivates a deeper understanding of disability in sport and society.