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This Channel 4 Advert For The Paralympics Is Just As Good As 2012


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Channel 4 has launched an advert to promote their coverage for the Rio Paralympics. You really should take three minutes of your time to watch it.

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Just like for London 2012, Channel 4 is clearing much of its schedule this summer to make way for 120 hours of Paralympic sport, including the Opening Ceremony on 7 September.

The song promoting their coverage is a cover of Sammy Davis Jr's "Yes I Can" by The Superhuman Band and features more than 140 people, including 39 athletes as well as musicians, dancers and other members of the general public.

The advert is certainly full of surprises.

Channel 4 / Via

That's Alvin Law, the drummer in the band. In a promotional video for Channel 4, he explains the meaning of the video: "It's so weird that this video is called "Yes We Can" because it was my mantra in our home growing up. My mum and dad said 'till I was tired of it, there is no such word as can't."

"This is not about disability, this is about crazy talent and ability that we've all been blessed with."

Channel 4 / Via

BTW that's in a car park just near the Olympic Stadium in Stratford.

The advert also celebrates the sheer determination many people have had to get what they want.

Channel 4 / Via

The advert is also follow up to Channel 4's critically and award-winning "Meet The Superhumans", which was launched to coincide with the London 2012 Paralympics.

View this video on YouTube

Channel 4 / Via