In an unconventional approach for a sporting event, Channel 4 has made a music video to promote its coverage of the upcoming Paralympic Games in Rio. However, the bold move pays off in the powerful and engaging clip. See why it’s out video viral of the week below…
The 3 minute ad slot crams the talent of 140 athletes, musicians and ordinary people with disabilities into a music video.
Singer Tony Dee’s covers the Sammy Davies Jr track “Yes I Can” from his wheelchair, alongside a big band staffed entirely by musicians with disabilities.
The ad follows the broadcasters hugely successful coversage of the London 2012 paralympics.
“All of us who were lucky enough to be involved four years ago felt it was the most amazing experience of our careers,” says Dan Brooke, Channel 4’s Director of Marketing and Communications. “It was a wondrous thing, 2012, so the idea of doing it again was an enormous amount of ecstasy for us, but then a tiny smidgen of agony that we’d have to make it better than last time.”
From a pilot steering a plane with her feet to a blind pianist, it’s a celebration of an extraordinary range of talent – all set to a jaunty swing soundtrack.
Since it was first aired on Friday night, the advert has been seen by millions – with more than 23 million people watching it on Facebook alone.