290K views · 2.3K reactions | This amazing montage from The Last Leg will make you miss the Paralympics. It might be four more years till the next Games – but the boys are back on screen for more in October. | Channel 4 | Facebook
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Channel 4’s 2024 Paralympics coverage shifted perceptions
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Channel 4, the official U.K. broadcaster of the Paralympics, has brought back its groundbreaking “Superhumans” campaign with a third installment celebrating the grit and humor of Paralympians. Created by 4Creative, the latest ad progresses the conversation around disability by focusing on the “human” side of that weighted term “superhuman.” Watch the full ad and see what others are doing to advertise during the Olympics and Paralymics: https://adweek.it/2TUUIMs | Adweek
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Channel 4 Paralympics ad reflects changing views of disability
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