The answer was to not merely aim to make a better advert for Rio 2016, it seems, but an entirely different one. Gone is the aggressive, defiant tone of the original film; gone too is the rap soundtrack. Instead it’s a celebratory affair involving an international cast of thousands (well, hundreds), featuring just as many non-athletes as Paralympic stars.

Set to a cover version of Sammy Davis Jr’s triumphant Yes I Can, recorded by a group of disabled musicians assembled from around the world, the new advert is a patchwork of 65 frames – showcasing the extraordinary talents of many ordinary people living with all manner disabilities.

Among familiar Paralympic faces are members of the public at home, stunt performers, rally drivers and dancers. The idea, says Brooke, was to build on the sentiment of the original campaign.

“It was about broadening what ‘superhuman’ means,” he explains. “We didn’t want to have that word apply to just the thin sliver of people that are world class athletes, but anybody with a disability. Even if it’s just getting around in everyday life, we wanted this to be a celebration of that.”