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Channel 4 Paralympics push shows what it's like on a 70mph ski slope with 5% vision


By Amy Houston | Senior Reporter

February 18, 2022 | 3 min read

The mark the start of the Beijing 2022 Paralympic Winter Games, broadcaster Channel 4 has released a trailer that gives viewers a first-hand look of what it’s like hurtling down a ski slope at nearly 70mph with just 5% vision.


Channel 4 Beijing 2022 Paralympic Winter Games ad

Made by in-house team 4Creative, the heart-pounding spot features Paralympic alpine skier Millie Knight, who also collaborated on the project to ensure her story was replicated as closely as possible.

Throughout the film, Knight lists some seemingly mundane fears, including spiders, dentists and public speaking, which contrast against footage of an activity most of us would really find terrifying – hurtling down a snowy slope.


The tagline, ‘To be a Paralympian there’s got to be something wrong with you’, is a continuation of Channel 4’s Tokyo 2020 Summer Paralympic Games campaign and aims to provoke people to think again about the extraordinary levels of determination and skill of Paralympic athletes.

“We’re all scared of something. Some of us would be rightly very scared of flying down a ski slope with severe visual impairment. Not Millie Knight, who is only afraid of snakes and glitter,” said Lynsey Atkin, 4Creative’s executive creative director.

“We’re so grateful for Millie’s guidance in making this film. It has helped us make it as realistic as possible to show viewers what she will be undertaking in Beijing.”

Short but sweet at just 40-seconds long, the spot will premiere this evening during the popular TV show Gogglebox.

Channel 4 recently announced details of its plans to cover the Paralympic Winter, highlighting that all of its presenting team at the Games will be people with a disability.

Channel 4: Paralympic Winter Games by 4Creative

By Channel 4

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