To mark its first broadcast of the Paralympics, Channel 4 is launching its biggest ever marketing campaign with a 'roadblock' premiere of a 90-second film showcasing the abilities and unique stories of Great Britain's leading Paralympians.
The film, Meet the Superhumans, will air from 8.50pm (UK time) across 78 different TV channels, including all of Channel 4's networks, ITV1, Five, Sky One, Eurosport and all of UKTV's channels.
Harder Than You Think, by hip hop legends Public Enemy, provides the soundtrack for the film, which received rave reviews from the athletes when it aired at the ParalympicsGB team launch dinner on Saturday.
After the first public showing on Tuesday, the film will be available to view on the C4Paralympics website, YouTube channel, Facebook page, and on Twitter @C4Paralympics where the conversation will revolve around the #superhumans hashtag.
"London 2012 is a coming of age moment for the Paralympics," said Dan Brooke, Channel 4's Chief Marketing & Communications Officer.
"This campaign will help bring a whole new audience to it and may even raise a goosebump ortwo along the way."