Far from simply representing disabled people in a stereotypical way, the Super.Human promotional video instead represents disabled people as complex, flawed and highly diverse. For example, one representation of a disabled woman is of a mother, and the advert chooses to show her in a particularly unflattering and even upsetting manner. The upsetting audio of the woman screaming in agony, is anchored through the disorientating and upsetting fast paced editing. The harsh, cold, artificial lighting of the birth scene reinforces the harsh realty faced by disabled mothers and mother in general in the UK. Furthermore, the mid shot of the woman's screaming face, coupled with the MES of the sweat pouring down her forehead functions as a powerful symbolic code, that suggests the pain felt by mothers giving birth is equal to that of a disabled elite athlete training. The ideological perspective of the advert is that in order to be powerful, both para-athletes and mothers are extraordinarily strong as they endure unimaginable pain. Therefore, the advert underlines how powerful this group truly are, and demands greater respect.
While the Super.Human presents a range of complex representations of people disabilities, to also provides a more generalised representation that both a disabled and a broader audience may be able to relate to and identify .The woman in a wheelchair is not only represented through her disability, but also her status as an athlete, a white woman, working class and facing problems. By presenting a generalised and broad representation, the advert seeks to normalise her disability. The sense of relatability is constructed through the low key natural lighting, which constructs a stereotypical representation of living in the UK. This is further anchored through the MES of the wet concrete floor and the weeds sprouting out of the doorstep. This combination of media language constructs the UK as a sad and miserable place Furthermore, it functions as a symbolic code, suggesting the depression and adversity faced by the para-athletes in the advert. Moreover the doorstep functions as a binary opposition, and emphasises the hypocrisy of a powerful and strong woman who is unable to go into a local cafe. This setting infers that both local business and the UK government in general are not doing enough to include people with disabilities, and draws attention to a hard hitting issue for more general audiences. By drawing attention to a very specific issue faced by disabled people, the producer seeks to draw attention to this issue, and to challenge the population of the UK to be more accommodating to disabled people who are otherwise just like them