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Wednesday 17 July 2002
Bring on the Superhumans!

Superhumans

BBC's coverage of the Commonwealth Games in Manchester is being given a big push with two national TV trails.

With the catchline, Bring on the Superhumans, the two 40 second trails are aimed at the non-sports fan and get them wondering - how does she run that fast? How can he swim like that?

The first trail shows a runner racing a speeding bullet through a tunnel. Fans of athletics will recognise her as Britain's record-breaking female triple jumper Ashia Hansen.

Australian swimmer Geoff Huegill
Australian swimmer Geoff Huegill
The second shows a swimmer powering up a huge fast flowing waterfall. It features the Australian swimming supremo and 50m butterfly champion Geoff Huegill. The creative idea demanded a massive, dramatic, fast-flowing waterfall of epic proportions and for this the team flew to the immense Boven Falls outside Johannesburg in South Africa.

Both Ashia Hansen and Geoff Huegill are world record holders and epitomise the ‘superhuman’ idea behind the campaign.

But a BBC spokesman said: "Getting across the core messages of the campaign - that the Commonwealth Games is a competition of world-class stature attracting athletes of extraordinary ability - to our target audience of non-core sports fans, isn’t actually dependent on the athletes being recognised by the audience."

"That idea is communicated effectively when the audience sees the athletes overcoming odds with superhuman capabilities - whoever they are. But, we felt that as we could have access to such high achievers in their respective sports they would add to the campaign."

There is also a poster campaign featuring:

a gymnast on the crane;
a hurdler in the steeplechase;
a runner racing greyhounds;
a diver from the bridge (photographed at the Calatrava's landmark Trinity Bridge near the Lowry Hotel in Salford)

More on the poster campaign soon.
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