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See a bizarre deodorant advert featuring the tagline ‘Smell ’Em Who’s Boss’ in our review of the best new advertising work

Channel 4’s coverage of the 2012 Paralympic Games was a turning point for the broadcaster. Within its immensely positive and inclusive coverage of the events, the station rediscovered its purpose and it was all kicked off by an amazing piece of marketing. Not surprisingly, Channel 4 has gone for more of the same to promote its Rio coverage ... and, once again, they’ve put together a fantastic piece of communication.
Agency: 4 Creative
Director: Dougal Wilson

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