Public Enemy issue Harder Than You Think video edit
Seven weeks after Channel 4 launched the critically acclaimed ‘Meet The Superhumans' Paralympic trail, its sound track has taken the UK music charts by storm and forged an unexpected collaboration between hip hop legends, Public Enemy, and leading British Parlympians.
Channel 4 launched its biggest ever marketing campaign in mid-July to promote coverage of the London 2012 Paralympics with ‘Meet the Superhumans', a 90 second long film, set to the track, ‘Harder Than You Think' by, Public Enemy and showcasing the abilities of some of the leading UK Paralympians as they prepared for the Games.
In the weeks that followed the video went viral and ‘Harder Than You Think', first released in 2007 and never having appeared before appeared in the Top 200, suddenly entered the UK Top 40; currently at number four on The Official UK Singles Chart and number one on the Indie Singles Top 20 Chart. 'Harder Than You Think' is now Public Enemy's highest charting single to date in the UK.
Now swimmer Ellie Simmonds, wheelchair racer Hannah Cockroft, blind footballer Dave Clarke and cyclist Jody Cundy are among a host of leading British Paralympians featured in a newly cut video by Public Enemy in tribute to the London 2012 Paralympics.
The video, titled ‘Harder Than You Think - UK Paralympics Version', blends the herculean efforts of the Paralympians preparing for the Games - filmed by Channel 4 - with the original gritty street locations and hip hop sounds synonymous with Public Enemy.
Public Enemy's Chuck D says: "These athletes are about self-empowerment and determination. Doing what they do....is harder than ya think."
James Walker Channel 4's Head of Marketing says: "Public Enemy are one of the greatest hip hop acts of all time. It's a fantastic testament to the impact of the Paralympics that we have been able to introduce new fans to their music."