More than 140 differently-abled people from all walks of life participated in the making of an inspiring new ad for the world Paralympic Games in Rio, Brazil. The spot, which was made by the in-house creative team of UK’s Channel 4, pays tribute to the superhuman grit and perseverance of the men and women who compete in the games.
Backrounded by big band singer Tony Dee doing an impressive cover of Sammy Davis Jr.’s “Yes, I Can,” the ad is a tribute to the unconquerable human spirit. From driving race cars and flying planes, to playing the drums and shredding it on the electric guitars – it is a powerful statement that for these men and women, “no, we can’t” is simply not an option.
In talking about their work, Channel 4’s CMO Dan Brooke describes the ad’s look and feel as “an unbridled celebration of ability, by both elite Paralympians and everyday people. In 2012, we saw athletes like never before, but now we see that Down syndrome graduates and wheelchair users in the workplace are just as superhuman as blind sprinters and amputee weightlifters.”