Following 'Superhumans,' Channel 4 Asks 'Why Do Disabled People Always Play Villains?'

Channel 4 Follows Up Celebrated Paralympics Ad Ahead of Rio Games

By Alexandra Jardine. Published on Nov 09, 2015

Editor's Pick

Channel 4's "Meet the Superhumans" ad for the London Paralympics in 2012 became one of the defining spots that year, and now the broadcaster brings the idea back for a new spot ahead of the 2016 Olympic Games in Rio de Janeiro.

This one questions why disabled people often play the villain in popular culture (think Captain Hook, Dr. Strangelove, et al). We see disabled actors taking on stereotyped roles complete with evil laughter, sinister scars and wheelchairs, followed by the words: "Disabled people don't have to play the villain," and a preview of some of the disabled athletes who will be competing in Rio de Janeiro. Two accompanying films profile actors in the spot as well as some of the athletes. The ad was created in-house by Channel 4's 4Creative and was directed by Alex Boutell.

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Nov 09, 2015
Channel 4
Head of Marketing:
James Walker
Senior Marketing Manager:
Grace Ayres
Agency & Production Company:
Executive Creative Director:
Chris Bovill
Executive Creative Director:
John Allison
Jack Croft
Stacey Bird
Alex Boutell
Group Business Director:
Olivia Browne
Executive Producer:
Shananne Lane
Tabby Harris
Production Executive:
Miketta Lane

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