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My Most Immortal Ad: Anthony McCaffery on Channel 4's 'Meet The Superhumans'



The Immortal Awards juror and Raygun executive producer on a truly game changing project from 4creative for the London 2012 Paralympic Games

My Most Immortal Ad: Anthony McCaffery on Channel 4's 'Meet The Superhumans'

There are only two weeks to go until this year's Immortal Awards deadline. In the build up to the Friday 10th September cut off, our jurors have been taking it in turns to select the ads and campaigns that are most immortal to them, revealing the reasons why they've stayed with them until this day.

Anthony McCafferey is an executive producer at Raygun. With the Tokyo 2020 Paralympic Games belatedly happening right now, his choice of a truly perception-altering piece of film from the crew at 4creative for the 2012 games in London is rather timely...

The deadline for this year's Immortal Awards is Friday 10th September. More information on how to enter can be found at the bottom of the article.

Channel 4 'Meet The Superhumans' (2012)

I’ve always been a sucker for big ideas executed brilliantly. I still sit down and show some of the best work to my kids. It’s advertising as entertainment, brand building and engagement that rewards me for watching. Advertising can do all those things at once and more. 

'Meet The Superhumans’ for the Channel 4 coverage of the London 2012 Paralympic Games did a rarer thing, it genuinely changed perception. I know that’s often the goal, tell a story and create a relationship with the viewer, but this was different. 

For many the Paralympics only ever existed in the shadow of the Olympics. This film broke through and introduced a new group of heroes. It was raw, emotional and inspiring. 

These competitors weren’t going to be an afterthought. They weren’t second class. These were heroes. The closing shot of the athletes, in a tunnel under the stadium, summed up the mood brilliantly. They were waiting in the wings ready to surprise you in a way you’d never seen before. 

I don’t think I’d ever seen these athletes presented on screen in this way, and I genuinely believe it opened people’s minds in the run up to the games. 


Agency: 4creative
Director / Creative: Tom Tagholm
Producer: Gwilym Gwilym
Producer: Rory Fry
Cinematographer: Luke Scott
Production Designer: Will Htay
Casting Director: Julie Tomkins
Costume Designer: Wiz Francis 
Editor: Tim Hardy
Edit Facilities: Stitch
VFX/Post Production: MPC
VFX Producer: Tim Phillips
VFX Supervisor: Michael Gregory
Grade: Jean-Clement Soret
Audio: Rich Martin
Audio Facilities: Envy

Entries to The Immortal Awards are now open and Little Black Book members can make their submissions here today. 

Entries into The Immortal Awards will be accepted until September 10th 2021. All entries must be made for a commissioning client, and must have first aired, broadcast, displayed, launched or published between 1st September 2020 and 31st August 2021.  

Every member of LBB is entitled to up to five entries, depending on their membership tier. This year, Bronze members receive one entry, Silver members will receive two entries and Gold members will receive five entries. The full list of rules, including eligibility dates, can be found here.

If you’d like to enter the Immortal Awards but you’re not yet a member of LBB, sign up here today. If you’re already a member and would like to increase your number of entries, you can upgrade your membership here.

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The Immortal Awards, Thu, 02 Sep 2021 16:19:00 GMT