British TV channel ‘Channel 4’ just released their much-anticipated 2016 Paralympics spot. This was a daunting task, as it followed up on the award-wining 2012 version, which was so critically acclaimed that it led to the Paralympics’ highest viewing numbers in a decade.
While challenging, the new spot is genius. It showcases both sports-related and day-to-day activites, like taking care of a child, playing music, or having breakfast, in human and lighthearted scenes that transform the negative notion of ‘disability’ into something bearing determination and optimism. Bravo.
You can view the new spot here, and the 2012 version here.