“Forget what you know about disability.” That’s what the team from Britain’s Channel 4 is saying as they ready themselves to stir the pot on tonight’s UK ‘X Factor’ grand finale on ITV. They’re reportedly spending £200,000 (that’d be a smidge under $400,000) on an advertisement to run during the show featuring young Latvian-born starlet Viktoria Modesta.
The London-based model and burgeoning pop star, who performed as part of the 2012 London Paralympic Games Closing Ceremony, is ready to take the world by storm with her new track ‘Prototype’ and there’s an awfully impressive clip (that’s bound to elicit lazy Gaga comparisons) ready to roll (below). It’s a truncated version of this that will be shown as part of tonight’s ‘X Factor’ final.
The singer herself wears a prosthesis; her left leg was damaged during her infancy and she had the lower half of it amputated just under a decade ago in the hope of improving her mobility. And it’s clear it’s not held her back in the slightest.
A range of prosthetics feature here; a sharp almost conical shape piece, a diamond-encrusted number and (we shit you not) even one with a fluorescent tube inside it. Read : Amazing. But just when you think it can’t get any better, check out the suspended-by-wires dance routine at the end. Spectacular.
Channel 4 is hoping the ad campaign will show up the rest of the ‘X Factor’ Grand Final for how dull and formulaic it is. And they might just succeed.