Meet the Superhumans - Writelike

Meet the Superhumans

For the 2012 London Olympics, created an ad called "Meet the Superhumans" to persuade the audience to watch the Paralympics.

How does it persuade?

What persuasive levers does it use, and to what effect?

You can watch the ad on The Drum.

Meet the Superhumans 2012

Character
Emotion
Argument

Character & trust

Expertise & authority
Just like you
Not like them
Warts and all
Virtue

Emotion & movement

Towards
Away
Stillness
Off-balance

Argument & certainty

Core argument
Mountain of evidence
Walking through reasoning

Does this ad work for you? How and why? (Or why not?)

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