One of the biggest successes of the 2012 Olympic and Paralympic Games was the promotion and championing of sports and activities amongst disabled communities, raising awareness for those often left underfunded and unappreciated.
Channel 4, therefore, did a huge amount of good in promoting the Games, and Rio is another opportunity to provide a fantastically positive depiction of these athletes. The ad is funny, humorous, empowering and uplifting, using all the jazz hands and music hall vibes necessary to make for a memorable and exciting ad. After 2012, it will be exciting to see all eyes turn to the Paralympic Games when they kick off in September. See it below: