For those working in the industry, it isn't often that an ad really strikes us in the feels; however, Channel 4's spot for the Paralympics does that and more. It's a high-budget celebration of the ability of humans to overcome unfathomable disabilities to achieve what, to some, might seem impossible. And it's bloody brilliant.
This spot is also a masterclass in longform content. At over three minutes long, it's the kind of spot that you can easily watch two, three or four times and still spot something new.
In the words of Adweek, "it might be the best ad ever made about disability".
There's also some great additional content, telling the backstories of all those involved.