There is some great outdoor advertising in the UK from Channel 4 that features the line “thanks for the warm-up” in reference to their broadcast of the paralympic games in London.
Australia’s satirical show on all things advertising The Gruen Sweat featured this promo (not ad., but in-house produced promo).
This is one of the best examples of selling a product and subject that isn’t instantly in demand from the general public. As well as agency quality production, the genius is in the creative idea that includes the depiction of accidents that led to injury and disability.
The message is that this could be you.
It is a powerfully produced piece of work and a good effort to get our attention and awareness of Channel 4’s broadcast, whether it will drive actual viewership is another question, but given the momentum of the Olympics this is giving the games the best chance of some serious viewing.
This also proves a point I have long believed in. In-house production teams, who know their brand and content, can do a great job to sell it to their viewers at a fraction of the cost of agencies.
A nice taster here:
Channel 4 says the campaign is the biggest it has run since the station launched in 1982.
The advert was directed by Tom Tagholm for Channel 4’s in-house agency 4Creative. Tagholm said:
“We knew we had to make some noise. We knew we had to add some edge and grit and attitude.
“We narrowed it down to four or five concepts but then someone came up with this line: ‘Meet The Superhumans’. We loved the scale and the confidence of it. So we built up from there to create the strongest, most impactful concept we could get.”
The Channel 4 blog puts it like this:
“As for the scenes in the middle with the explosion and car crash and the mother in the hospital – we thought long and hard about how to include them because one thing that we weren’t interested at all in doing was an advert which said ‘Isn’t it great that these guys have made it to the start line?’ That just didn’t interest me and I don’t think it interested the channel.
“What I wanted to do though was just get a flashback moment – to show that it’s a part of what they are now and a part of their physicality. I didn’t want to dwell on it, just to give a hint, a moment of just how tough these characters have had to be. I could have put those scenes at the beginning or the end of the trailer but I think it’d have been weirdly less impactful that way – having them where they are stops you right in your tracks and hits you in the face.”
And the Public Image soundtrack nails it.