1. The Back Stories.
Often what draws people into the Olympics is the few athletes with amazing stories. At the Paralympics, an amazing story is a basic entry requirement. South African swimmer Achmat Hassiem survived a shark attack, British volleyball player Martine Wright lived through a terrorist attack and then there's Spanish swimmer Sebastián Rodríguez, who was jailed as a terrorist. Channel 4's promo trailer highlights the athletes' collective back stories.
(The spot has also given hip hop legends Public Enemy their biggest overseas chart hit ever.)