Watch the full ad here:

Martyn's thoughts:

"I’ve just rewatched Channel 4’s “Meet the Superhumans” film from the 2012 Paralympics, and it still gives me goosebumps. It was bold, gritty and beautifully produced - a masterclass in purpose-driven storytelling that put Paralympians on an equal footing with Olympians. For many of us, it was the first time disabled bodies were celebrated on primetime TV as powerful, skilled and proud rather than tragic or pitiful.

As someone who’s spent my career in disability inclusion and advertising, I see that campaign as a necessary cultural disruption. It shattered outdated narratives of charity and sympathy, replacing them with strength and excellence. That shift opened the door for a far more progressive conversation about disability in sport and in everyday life.

Of course, like all movements, the story has evolved. Over the years, some disabled people have shared that being labelled a “superhuman” created its own pressure - as if you had to be extraordinary just to be accepted. That’s why I was so proud that our team at Purple Goat worked on Channel 4’s 2024 Paralympics campaign, which continued this journey by embracing a broader, more authentic message about disabled identity and everyday brilliance.

For me, “Meet the Superhumans” remains a landmark in inclusive advertising - proof that when creativity, authenticity and purpose collide, culture can genuinely shift. It changed how millions saw disability, and it continues to inspire how we tell stories today."