LONDON -- A battlefield explosion sends troops flying, a speeding car flips over on a highway, a "Murderball" player is knocked right out of his wheelchair, all set to a fierce Public Enemy soundtrack.

"Forget everything you thought you knew about strength. Forget everything you thought you knew about humans. It's time to do battle. Meet the Superhumans."

That’s how British TV viewers are being introduced to this year’s Paralympic athletes by Channel 4, which is broadcasting the London 2012 Games. Its campaign is giving Superbowl ads a run for their money, going viral with more than 500,000 views on YouTube alone.

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