Who takes gold for Best Tokyo Olympic Ad? This one. It’s for UK’s Channel 4.
Since 2012, Channel 4 has raised the bar with its Olympic marketing. Sorry, that’s Paralympics marketing.
Such a great job they’ve been doing too. With many in the industry saying the brand’s efforts have shifted social perception around athletics amongst the disabled. High praise indeed. And, way more important than any industry award.
In this 3-minute film, you get the rare chance to feel what they go through. Not only in their training, but during their day-to-day struggles. And it’s hard. Harder than I could ever imagine. But in the end, you’re totally pumped. Wishing them 100% success. Even though they’re from the Motherland. Well, maybe Silver.
The editing is superb.
The soundtrack is cool.
The performances and talent are super real.
And, the end copy line. Well, I won’t give it away. It’s perfect. And brave (for some).
Finally, the end frame is shattering. Pure gold. It’s a joy to watch.
#Superhuman.