With only three days to go until chaos descends upon the capital, the merest mention of the Olympic Games fills most Londoners – especially commuters – with dread. However, Channel Four are doing a great job to counteract the ever-growing panic by making us really excited about the Paralympics, set to start on the 29th August.
If you don’t feel proud about London 2012 I would recommend watching C4’s newest 90-second ad, Meet the Superhumans. Both Meet the Superhumans and Gallop (read about Gallop here) show just how advanced recent video ad campaigns have become, with every shot, setting and sound timed to perfection. They’ve responded to the rapid increase of digital and social media, where the buzz around a brand can snowball in seconds – but disappear just as rapidly. As Tom Tagholm, director of Meet the Superhumans, explains: “We knew we had to make some noise. We knew we had to add some edge and grit and attitude.”
It’s clear that the other aspects of C4’s online Paralympic presence have also been years in the making. Its specialised Twitter page has attracted over 45,000 followers. Its Facebook page posts regular video interviews and profiles. There is even a dedicated, up-to-date and compelling blog written by James Ballardie, That Paralympic Blog. It complements That Paralympics Show, which has been gracing our TV screens and gearing us up for the Games since 2010.
Channel Four’s flawless marketing and raw, honest portrayal of our Paralympic athletes makes me feel that there’s no better channel – or group of sporting heroes – to represent Great Britain.