I know the Paralympics aren’t that big of a deal. And I know the immature asshole in all of us smirks whenever we see a disabled person “try” to compete. However, you must watch this promo by Britain’s Channel 4 for the Paralympics this year in London.
Set to Public Enemy’s Harder Than You Think (quite ingeniusly, I might add), this ninety second spot empahsizes the confidence, struggle, and perils of a paralympic athlete. Everything about this commercial is completely and entirely badass. From the little person swimmer walking through the dark tunnel, to the wheelchair distance runner training in pouring rain, to the male sprinter with a single blade runner stretching next to the sprinter with both legs intact, to the headshots of the athletes showcasing their you-don’t-want-to-fuck-with-me faces, everything about this makes me want to run through a goddamn brick wall. (The look the track athlete with what appears to be some sort of physical development disorder gives the camera at 00:59 is a look only someone who KNOWS HE’S BETTER THAN YOU can give.)
The tagline “Meet the Superhumans” is perfect. Try this: When, at the end, they show all the athletes staring down the camera, see if your heart rate hasn’t increased a little bit from the adrenaline this pumped into your veins.