Advertising luminary Trevor Beattie has praised Channel 4's coverage of the Paralympic Games and said Tom Tagholm's 'Meet The Superhumans' trail is "the commercial of the year by a million miles".
Beattie said Channel 4's coverage of the London Games is helping to change the way disability is perceived by the public. He believes that no one anticipated the way the Paralympics "would be promoted and presented and when that commercial came along it was the talk of town... and it continues to be."
The BMB co-founder said that the attitude generated by the trail has "carried on through the athletes themselves". He feels this spirit has been infectious - he saw it in the swagger of swimmer Ellie Simmonds as she approached the pool for her races: "I don't think anyone saw that coming, it's a real perception shift... it's brilliant."