Superhumans

Question 1

representation of kadeena coz wearing bonnet

Answer 1

rep for black women and hair which is often misrepresented

Question 2

montage of many different athletes

Answer 2

• men & women from all backgrounds ethnicities and diff disabilities
• adds diversity

Question 3

montage of joints/body parts being strapped up

Answer 3

• heightens intensity of preparation as if going into battle, may suggest that it’s harder for paraolympians
• reinforced by hyperbolic sound of breathing, ripping of tape emphasis on how grueling it us

Question 4

jump cuts of ellie simmons race

Answer 4

• personal battle
• parasocial relationship as if she’s telling us about herself/ some may relate
• success as a swimmer being repped by the medal

Question 5

match cut during kylie grimes rugby match

Answer 5

• followed by clash of wheelchairs then planets to suggest athletes strengths and piwer

Question 6

mr puke bucket

Answer 6

• adds comedic value
• but audiences can see how hard it is to, not glamourising

Question 7

childbirth sequence

Answer 7

• creates comparisons that training is just as stressful heighten by screams
• paraolympians are normal humans and deal w normal things
• reducing women to domestic traditional stereotypes

Question 8

jody cundy and his daughter on ft

Answer 8

reverse shot of them of ft
- annoyed jester code may suggest sacrifices athletes have to make
- conforming to male bad dad stereotypes

Question 9

montage of blisters, bruises ect

Answer 9

shock value
- can be engaging for audience
- again emphasis on hardship

Question 10

kylie grimes unable to enter cafe on wheelchair

Answer 10

• exposed to real life struggles of disabled ppl not just athletes that able bodied ppl may be ignorant to
• encourages change

Question 11

shot of BJ saying ‘you might as well quit’

Answer 11

• manipulated audio may reflect channel 4s anti establishment standpoint
• suggest gov need to do better for disabilities
• relatable for all audiences at lockdown

Question 12

what percentage of uk population were reached w the campaign

Answer 12

81%

Question 13

implications of wanting to succeed

Answer 13

• kadeena cox is muffled dark room sequence chased by medals
• ellie simmons weighed down by medals

Question 14

who created the ad

Answer 14

bradford young
- oscar nominated cinematographer and first african american cinematographer to be nominated for a award in 2017

Question 15

who published it

Answer 15

channel 4s in-house creative agency 4Creative

Question 16

what was the controversy from the previous campaign

Answer 16

previous channel 4 superhuman campaign
‘meet the superhumans’ - completely demonstrated them as not real and super human who could battle anything and showed stuff like driving cars with feet