I’ve just seen the ad of the year, and it’s Channel 4’s trailer for its coverage of the Paralympics (I rather liked their cheeky billboard as well which I have at the top of this post).

The ad, produced by Channel 4’s in-house team, is simply epic set to a blistering soundtrack in the shape of Public Enemy’s Harder Thank You Think (which includes a sample from an absolutely fantastic Shirley Bassey track called Jezahel): I hadn’t heard either track before but they’re both absolute belters.

The horns that Public Enemy sample from the Bassey song would blow the doors of a Mini.

So, here’s to Channel 4, Public Enemy and all the paralympic athletes: you have to watch out for wheelchair rugby (there’s a clip of it in Meet The Superhumans) – I watched an amazing documentary about it a while ago, and can’t wait to see it again.