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Superhumans
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Created by
Eujean Mangdao
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Cards (40)
Beginning of the advert
1.
Smoke
2.
Dramatic
music
3.
Low-key
lighting
4. Creates feeling of
drama
and
excitement
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Black
woman in the center of the frame
Adds feeling of
importance
and
power
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Montage of
audio
commentary
over shots
1. Adds feeling of
tension
2. Feels like start/middle of a
race
or
sporting
event
3. Adds sense of
power
for the woman
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Tracking
in shot on the woman's
face
1.
Heavy breathing
sound
2. Adds sense of
drama
and
urgency
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Woman's
cool
,
calm
face
Shows she is cool,
calm
and collected under
pressure
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Gunshot noise
Transitions from
smoky
studio shots to more
realistic
bedroom shot
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Woman's silk haircut
Conventional for
black
women at night to protect
natural
hair
Represents something typically
underrepresented
in media
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Diversity of people shown
Female
Male
Wheelchair
user
Amputee
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Representation of disabilities
Often
underrepresented
in media
Makes disability more
visible
,
acceptable
and normalized
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Some felt certain
disabilities
were left out of the
advert
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Strapping up of
joints
and tape
Makes it feel dramatic and intense, like
preparing
for
battle
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Hyperbolic noises of strain and pain
Emphasizes heroism
and
bravery
, but also the real problems and pain involved
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Low
angle
shot of Ellie Simmons
Makes her seem
powerful
and
dominant
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Jump
cuts
showing different races
Emphasizes Ellie's
success
and multiple
medals
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Cross-cut with army archive footage
Emphasizes strength and
patriotism
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Graphic match cut of
wheelchair
wheels
and colliding planets
Makes sports seem extreme,
powerful
and
dramatic
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Man singing
happy birthday
to
child on phone
Shows reality of balancing
parenthood
and
sports
career
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Man is
separated
from his child, who looks
sad
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Jump cuts showing different training days
Emphasizes
how much they
train
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Sick bucket
Suggests they
train
until they are
ill
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Paralympians
have normal lives and
responsibilities
beyond sports
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Point of view shot of
cycle
track
Makes audience
feel included and part of the
race
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Sparks,
man
flying
across screen
Feels
dramatic
and
dangerous
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Close-ups of
bruises
and
blisters
Emphasizes
real
problems and
struggles
they face
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Woman in
wheelchair
struggles to access
cafe
due to step
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Surreal imagery of woman chasing
symbol
Feels
dreamlike
and nightmarish, but also a bit
comedic
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Ellie Simmons
weighed down by
medal
Shows
pressures
they face
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References to
illnesses
like Covid,
postponed
events
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Edited clip of
Boris Johnson
Reflects Channel
4's
anti-establishment
perspective
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Thousands of balls falling
Feels
overwhelming
, emphasizes all the things they
deal
with
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Phrase "to be a
paralympian
there must be"
Comedic
play on words, challenges
outdated
views on disability
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Cheering crowds
Adds
sense
of success and
winning
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Representations may help change
perceptions
of
disability
Show
paralympians
as strong
role models
and successful athletes
Also show realities and
struggles
of being
disabled
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Music familiar from
Bugsy Malone
Adds
comedic
value
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Channel
4
has rights to broadcast
Paralympics
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Toyota
sponsorship reflects
high
costs of broadcasting Paralympics
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Previous Channel 4 campaigns
Focused on
paralympians
as "superhuman" and
heroic
This campaign shows more
balanced
,
realistic
representation
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Word "
super
" being smashed by ball
Emphasizes paralympians are just "human",
normal
people
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Channel
4
known for alternative,
diverse
content
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Shots of child birth
Compares the pain of training to the pain of
childbirth
, as well suggests that the athletes where born the same way as 'normal' people