Channel 4 met en lumière les athlètes paralympiques

Dans un spot joyeux et plein d’humour, la chaine britannique Channel 4 met en lumière les athlètes paralympiques lors de la pratique de leurs sports et des inconnus dans la vie de tous les jours. Ce clip va au-delà du sport et souhaite démontrer que les personnes qui ont un handicap sont des « Super Humains » de tous les jours, titre de la vidéo.

Channel 4 diffusera les Jeux Paralympiques de Rio et la chaine a décidé de le faire savoir notamment grâce à ce clip. C’est sur la musique « Yes I Can » de Sammy Davis Jr. que ce spot est mis en scène avec la participation de plus de 140 personnes. Tony Dee chante à la manière de Glee, il fait le lien entre toutes les scènes du spot dont certaines scènes sont surréalistes et étonnantes.

Le message de ce clip est de montrer que les personnes handicapées sont des héros de tous les jours et qu’ils peuvent faire les mêmes choses que les valides. « Cette campagne est la plus importante que nous ayons jamais entrepris, et pas seulement pour Rio. Il a pour but de révolutionner les comportements du public face à l’invalidité », explique Dan Brooke, Directeur Marketing de Channel 4. La chaine britannique diffusera 700 heures des Jeux Paralympiques de Rio et a décidé de confier la présentation à des personnes handicapées.

Channel 4 a également décliné ce spot avec des portraits de personnes qui y ont pris part, un moyen de mettre en avant des performances sportives mais pas que et d’expliquer les difficultés rencontrées par chacun d’entre eux.

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