Channel 4 launched its first promotional trailer for its coverage of the Beijing 2022 Paralympic Winter Games in the form of a spot that brings to life the challenges of a visually impaired alpine skier hurtling down a mountain.
Fronted by Paralympic GB alpine skier Millie Knight and shot from her own perspective, the high velocity spot offers viewers a taste of what it is like to ski down a mountain at 11kmh with only 5% visions.
The film successfully provides an imaginative, prescient and compelling impression of the difficulties of high velocity alpine skiing for those with seriously limited sight. The footage blurs out the majority of a typical field of visions to offering a display that indicates Knight’s own viewpoint.
The spot urges viewers not to miss any of the white hot action from 4 March (across to Channel 4, All 4 and Channel 4 Sport YouTube) and para-athlete’s own voiceover states: “Some folks would possibly assume it’s scary to ski down a mountain at 110km an hour with 5% imaginative and prescient. For me, that’s all in a day’s work.”
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Knight herself, despite admitting to being afraid of clowns, dentists and public speaking, tackles the slope with confidence and relish.
The commercial, which debuted on-air during the channel’s highly rated Gogglebox show on 18 February, also dropped across the broadcaster’s social and digital platforms.
The campaign, which was created by in-house agency 4Creative, comes with subtitles and audio description.
“We’re all afraid of one thing. A few of us can be rightly very afraid of flying down a ski slope with extreme visible impairment. Not Millie Knight, who is just afraid of snakes and glitter,” explained 4Creative Arftistic Director Lynsey Atkin. “We’re so grateful for Millie’s steerage in making this movie; it’s helped us make it as reasonable as potential to indicate viewers what she will probably be enterprise in Beijing.”
Comment
There are creative, thematic and emotional echoes here of Toyota’s inventive 2018 ‘See Like Menna‘ campaign with visually impaired Paralympic Skier Menna Fitzpatrick campaign activating its rights around the PyeongChang Winter Paralympics.
Channel 4 is also promoting its all-star Winter Paralympic presenting team.
Meet our all-star presenting team for the Beijing 2022 Paralympic Winter Games! ❄️#Beijing2022 | #C4WinterParalympics pic.twitter.com/KNoGhcNnN5
— C4 Paralympics (@C4Paralympics) February 7, 2022
The promo follows in the footsteps of Channel 4’s brilliant Tokyo 2020 ‘Super. Human‘ and ‘It’s Rude Not To Stare‘ work, plus its acclaimed Rio 2016 ‘Meet the Superhumans’ and ‘We’re The Superhumans’ films and its London 2012 ‘Thanks For The Warm Up‘.
Indeed, according to International Paralympic Committee President Andrew Parsons, Channel 4 sets the benchmark “for how all other broadcasters around the world cover the Paralympics, not just in terms of Games-time coverage and the diversity of on-screen talent, but with regards to engagement and promotion”.
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