How Did Channel 4’s “We Are The Superhumans” Win Cannes Lions?

Superhuman by name, superhuman by performance – it seems there’s no stopping Channel 4’s Paralympic promo.

The ad became the most shared ad of Rio 2016 after attracting more than 1.3 million shares, and last week received the coveted Film Lions Grand Prix award at Cannes Lions. But what has made the ad performance Higher, Faster and Stronger than its rivals?

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Every week Unruly rounds up the 5 best ads from the past week, and then puts them together in this handy list for your viewing pleasure.

This week’s ads are a varied bunch, with bank robbers and dentists, election talk from Channel 4 and even some time-travel from Lacoste.

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With the Rio Olympics dominating the conversation, it’s no surprise that July’s top 10 most shared ads are feeling particularly sporty. Whether you’re in it for the athletic prowess or simply national pride, this month’s ads offers something for every kind of sports fan.

As predicted, Channel 4’s ‘We’re The Superhumans’ leads the pack, and rightly so. A kinetic and inspiring mix of athleticism, big band swing and perfect comic timing, Channel 4 have produced one of 2016’s best sports adverts in their ode to the Paralympics. Building on the success of 2012’s ‘Meet the Superhumans’, the television channel zipped ahead with over 1,200,000 shares.

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Every week we gather together five of the most interesting bits of video creative on the web, and present them in this handy list just for you.

We see the summer of sport continue this week with a selection of ads that will definitely make you want to get up and go!

Our hand-picked batch features the elusive singer-songwriter Frank ‘where-is-that-third-album’ Ocean in the latest Calvin Klein ads, as well as powerful and empowering spots from Nike and Channel 4 that celebrate the joy of sport.

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It’s officially 100 days to go to the Rio Olympics – and we could not be more excited here at Unruly. So as advertisers approach the final sprint, we thought we’d look back at the top 10 most shared Olympics ads of all time.

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