Advert: Channel 4 Paralympics – Meet The Superhumans
Music: Public Enemy – Harder Than You Think
This genuinely extraordinary advert for Channel 4’s coverage of the London 2012 Paralympics was premiered as a “roadblock” takeover across 78 different channels as part of the channel’s biggest ever promotional campaign. Complementing the stunning visuals is the arresting sound of Harder Than You Think by Public Enemy, from the 2007 20th anniversary album How You Sell Soul To A Soulless People Who Sold Their Soul. The track is built around a sample from a Shirley Bassey song called Jezahel. You can download Harder Than You Think from iTunes.