Sir Paul McCartney in Saatchis' paralympics ad

The funds from the campaign will support athletes heading to this summer's Beijing Olympics, and help invest in disabled sport across the UK.

Julian Borra, creative director, said: "It started with the concept of super heroes.

"We felt that paralympians share the same amazing characteristics of many iconic comic book heroes and represent people who have overcome something to really inspire others."

The ad broke on Wednesday on Channel 4.