Meet the Superhumans, the Channel 4 advert for its coverage of the London 2012 Paralympics, is emerging as the most successful marketing campaign of the year by winning a series of awards.
The 90 second advert, which was made by its in-house marketing team, 4Creative, dominated the prestigious PromaxUK awards, which recognise the work of the marketing and creative professionals who promote television channels and programmes.
They took gold for Best Direction as well as for Best Sports Promo, Best Editing, Best Launch and Best Long Form.
The ad also did well at the British Arrow Craft Awards, which recognise the best British moving-image adverts.
There it won a gold award for direction by Tom Tagholm.
It also scooped the gold award for recorded music, awarded to Tagholm and Tim Hardy.
"Harder Than You Think", by hip hop legends Public Enemy, provided the soundtrack to the advert which stars Ellie Simmonds, Jody Cundy, Jonnie Peacock and Oscar Pistorius.
It took 15 days to film and features a bomb blast leaving a British soldier disabled, a car crash and a pregnant mother being told that her baby will be born with a disability.