Channel 4 will launch its biggest ever marketing campaign tonight 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 promo will broadcast just before 9pm concurrently across 78 different UK television channels, including all of Channel 4’s channels, ITV1, Five, Sky One, Eurosport and all of UKTV’s channels.
Set to the track, ‘Harder Than You Think’ by Public Enemy, the promo 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.
Dan Brooke, Channel 4’s Chief Marketing & Communications Officer said: “London 2012 is a coming of age moment for the Paralympics and this marketing campaign is designed to help bring a whole new audience to it, and may even raise a goosebump or two along the way.”
The campaign was commissioned by Channel 4 marketing, and conceived and directed by Tom Tagholm, for Channel 4’s in-house agency, 4creative.