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Meet the Superhumans
Only last night I was chatting to someone about adverts that make me cry. Then this morning my brother proved the point perfectly by sending me this link to Channel 4’s latest television campaign in support of its upcoming coverage of the London 2012 Paralympic Games. It successfully combines all the essential elements of great advertising: it makes you think; it’s very moving; it has a great slogan; and it has a thumping Public Enemy soundtrack.
Tom Tagholm, who created the ads for Channel 4’s in-house agency 4Creative, revealed the thinking behind the biggest campaign since the station launched in 1982: “We knew we had to make some noise. We knew we had to add some edge and grit and attitude. We narrowed it down to four or five concepts but then someone came up with this line: ‘Meet The Superhumans’. We loved the scale and the confidence of it. So we built up from there to create the strongest, most impactful concept we could get.”
And in just 90-seconds, this perfect blend has the power to move some of us to tears.
Posted in Hazel Butters: Opinion, Media, Technology | Comments Off
