Channel 4 has released “Return of the Superhumans“, a reprise to the award-winning 2012 Paralympics promotional film for the 2012 Paralympics, this time promoting the Sainsbury’s Anniversary Games. Olympic and Paralympic medallists come together over three days to celebrate the anniversary of the London 2012 Games at the Olympic Stadium. Quotes from the Paralympians are superimposed on black-and-white shots of the athletes in action in both the commercial and a set of print ads. Paralympians featured are wheelchair athletes David Weir and Hannah Cockroft, sprinter Jonnie Peacock and discus athlete Josie Pearson. A print campaign features the quotes.
The Return of the Superhumans campaign was developed at 4Creative, London, by creative directors John Allison, Chris Bovill, copywriter Alex Boutell, creatives Jack Croft and Stacey Bird (film and print) and Pablo Gonzalez (print), and typographer Luca.
Filming was shot by director Alex Boutell with director of photography Richard Stewart and producer Liz Arnott. Editor was Xavier Perkins. Post production was done at Envy by VFX producer Marcus Dryden and sound designer Rich Martin.
The commercial is set to “Treat Me Like Your Mother” by The Dead Weather.