‘We’re The Superhumans’ gives an insight into over 140 individuals - both sports people and everyday people - with a huge range of disabilities, all overcoming their disabilities. The ad portrays superability over disability, reflecting the ‘Yes I Can’ of the music track, spreading awareness and drumming enthusiasm to Rio Paralympic Games.

The purpose of the 2012 campaign for Paralympics was to change the public’s perception of disability, showing it’s not just about getting people to watch the Paralympic Games, but to change their view on Paralympics.

This year’s campaign is a follow-on from the 2012 campaign, though not intended to better it. Again, the brief was to change the global perception of disability - far more than an advert to simply get viewers to watch the Paralympic Games. This year's campaign shows not just sports people, but also everyday people with a huge range of disabilities, all overcoming their disabilities - reflecting the ‘Yes I Can’ of the music track. The ad portrays superability over disability.

The campaign was used globally to spread awareness and drum up enthusiasm. Every Paralympics athlete was shown the ad when they arrived in Rio for the Games.