Get Inspired: Underdogs of the Olympic Games
So far we've shown you our favorite olympics spot, a thank you to mom, along with mini honoring Great Britain, three of the latest spots, and the Coca-Cola beatbox pavilion sculpture. Now we come to you with two spots that have a cool approach, instead of focusing on the athletes of the Olympics, like everyone else, lets instead celebrate the underdogs.
The first is "Meet the Superhumans," underlining UK's Channel 4 role as official broadcaster of the London 2012 Paralympic Games. It was created by the channel’s in-house agency 4Creative and directed by Tom Tagholm. Launched simultaneously across 78 channels, its pounding soundtrack is Public Enemy track "Harder Than You Think." It is by far the best Paralympic spot we have seen because its not taking the approach of "poor disadvantaged people" tear jerker, it's focused on doing what they should, empowering these athletes for what they can do, not what they can't.
The second is a spot from Nike, a non-sponsor of the Olympics, that encourages you, the athlete at any level, to "Find Your Greatness" and spotlights athletes that, completely coincidentally, happen to be finding their greatness in towns and cities called London (London Ontario, London, Ohio, etc). Yet again, bravo Nike.
"Meet The Superhumans" Paralympic Games
"Find Your Greatness" Nike