We set out to build excitement around the Paralympics, in a way that was noisy and had plenty of Channel 4 attitude. The ad captures the grit and determination of Paralympians, and the way they’ve triumphed over adversity to become elite athletes. We wanted to jolt people to see the ability beyond the disability. The powerful and propulsive music works with the sound design to bring out the dynamism of the sport and the drama of the flashback sequences. The Paralympics sold out for the first time ever, and brought the biggest audience to Channel 4 in over 10 years.

The track used in this TV Promotion is an existing commercial track that we licensed.

Music Title: Harder Than You Think

Performer: Public Enemy

Writer: Rinaldo/Ridenhour

Publisher: Reach Music Publishing

Record label: Reach Global

Channel 4 Music Supervisor - Alice Godfrey