Channel 4 Roadblocks Airtime For Paralympics Ad

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To mark its first broadcast of the Paralympics, Channel 4 has launching its biggest-ever marketing campaign with a roadblock premiere of a 90-second film showcasing the abilities and stories of Great Britain's leading Paralympians.
The film, Meet the Superhumans, aired from 8.50pm (UK time) across 78 different TV channels, including all of Channel 4's networks, ITV1, Five, Sky One, Eurosport and UKTV channels.
Swimmer Ellie Simmonds, swimmer-turned-cyclist Jody Cundy and Jonnie Peacock, the new T44 100m world record holder and rival of Oscar Pistorius are among those in the ad.
After the first public showing on Tuesday, the film became available to view on the Channel 4 Paralympics website, YouTube channel, Facebook, and on Twitter. By the weekend, the Channel 4 film had been viewed 150,000 times on YouTube.
"London 2012 is a coming of age moment for the Paralympics," said Dan Brooke, Channel 4's Chief Marketing & Communications Officer. "This campaign will help bring a new audience and may raise a goosebump or two along the way."
Channel 4 says its coverage of the Games will be “the most extensive that has ever been broadcast in the UK. More than 150 hours of all-day everyday coverage will be broadcast during the twelve days of the London 2012 Paralympic Games.”
Multiple channels and platforms will broadcast live sport on Channel 4, More4 and online at In addition, Channel 4 will broadcast three streams of uninterrupted live coverage of a range of sports at the Paralympic Games. These will be available as three dedicated channels on the Sky platform, in both standard and high definition, as well as online at - with the streams also expected to launch on Virgin Media. Channel 4 has also launched dedicated apps for mobile and tablet devices - compatible with iOS and Android. 
The TV execution was created by in-house agency 4Creative.