Seven to remake UK Paralympics ‘We’re The Superhumans’ campaign

Channel Seven will be re-creating Channel 4’s ‘We’re The Superhumans’ Paralympics campaign to promote Seven’s broadcast of the Games in September.

Speaking at yesterday’s Sports Marketing Summit, Tim Worner, CEO of Seven West Media, said Seven will be creating an Australian version of the ad.

“We’re looking forward to launching the Australian version of an amazing promotion for the Paralympics that Channel 4 in the UK has done,” said Worner.

“It is incredible and we got the green light last night to re-version that for Australia because it is so inspiring.”

Seven will broadcast the Rio Olympic Games from next Friday August 5, with the Paralympic Games to follow in September.

Commenting on the Olympics, Worner said: “In many ways it has the potential to change the way people think about watching sport in Australia forever.

“Many of you would have seen what we’ve done in the past with the Australian Open where we’ve got 16 courts streamed live. This is going to be a big step up from that – there’s going to be 40-plus streams and you’re going to be able to watch whatever sport you want, whenever you want to watch it.

“There’s also going to be coverage of athletes from other nations. The offering is most unlike anything we’ve ever done.”

Tim Worner: "The offering is unlike anything we've ever done"

Tim Worner: “The offering is unlike anything we’ve ever done”

Worner said tennis was the first sport Seven had requested “all rights” for.

“We want everything – we want the streaming, the television, the pay television, we want everything. That’s the way organisations like ourselves will have to look at these events in the future, perhaps in partnership with other organisations, like telcos,” he said.

Seven is launching an Olympics streaming app on Monday which it partnered with Telstra for.

“The app will have the flags of every competing nation and when you click on that flag you will see what is the most popular stream in that country at that point in time,” Worner explained.

Worner would not be drawn on the price of the app, which will be revealed on Monday, saying only: “it’s an absolute bargain”.

Telstra is currently in court over its ad campaign for the app which the Australian Olympic Committee has claimed was aimed at convincing consumers its 22 years of support for the Australian Olympic Team remained in place, despite the contract ending last year. The AOC claims that the use of protected words such as “Olympics” breached its rights. A decision on the case is expected this afternoon.

“On the Olympics and the IOC – when I was running programming we called financing the ‘programming prevention department’ because they would come up with all these reasons you couldn’t do something; sometimes it does feel like that,” said Worner.

“In some ways you’re paying huge sums of monies for these rights and then, all of a sudden, it feels like they’re trying to invent hurdles that prevent you from actually monetising those rights.

“They’re extremely zealous in the protection of their brand but we’re also extremely zealous in the way we try to monetise these rights. At some point there’s going to be a difference in opinion.

“Unfortunately, it’s ended up in court – we’re not in court, but Telstra is. We’re hoping to get the right decision.”


Get the latest media and marketing industry news (and views) direct to your inbox.

Sign up to the free Mumbrella newsletter now.



Sign up to our free daily update to get the latest in media and marketing.