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?

  • 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?)