My ever-patient Twitter followers have seen me banging on about this video.
It’s called Meet The Superhumans and it’s the promo for the UK’s Channel 4 coverage of the 2012 Paralympics.
I don’t mind telling you, I was completely blown away by it, and for a number of reasons.
I don’t have much truck with the whole “I’ve worked so hard to get here” schtick that most Olympics promotional stuff is full of, particularly in Australia.
Networks like to run this line that elite sport doesn’t have hundreds of millions of dollars thrown at it by adoring governments and billions more from adoring sponsors because it’s all down to the individual athlete and their lovely genes, isn’t it?
It’s poppycock of course, in all but the most obscure of sports. Professional athletes participating at an Olympic level have made a choice to be that person, participate and devote themselves to that sport because they were spotted as kids and had free trainers and free education thrown at them.
The Paralympics is very different. The athletes at the Paralympics have really had to fight – prejudice, ignorance and their own disability.
Meet the Superhumans nails that message home in a bold, uncompromising and unpatronising way. Nobody’s smiling warmly, there’s no blonde rich girl with sponsors dripping off her bitching about the 4am starts at the pool, it’s telling us the truth – these are people with a disability, not disabled people.
These Paralympians aren’t necessarily pretty but they’re not standing there asking for your pity or mithering applause. We see explosions in Iraq, car crashes, stumps. We see people routinely ignored by the corporate gloss of the Olympics.
We see people who really have had to work very hard indeed just to live, to survive. It’s awesome. I love it. It’s a fantastic job and it is abundantly clear that Channel 4 aren’t just along for the ride, the people running the coverage not only care but they understand.
It’s a huge leap forward for the promotion of the Paralympics and the portrayal of the people with a disability is refreshingly free from right-on politics or patronising back-patting.
Nice work, Channel 4. Nice work.