Virgin Media is set to unveil a new campaign on Monday 1 July, featuring Usain Bolt representing Virgin Media’s superfast fibre optic broadband, going head-to-head with Blot, a slow and inefficient challenger representing regular broadband powered by DSL technology.
The campaign, created by BBH with media planning handled by Fifty6, TV, print and online and drives viewers to the ‘Challenge Your Broadband’ microsite, where visitors can try various challenges like testing their current broadband speed against Virgin Media’s broadband.
Richard Larcombe, director of advertising and sponsorship at Virgin Media, said: “Our new ads champion Virgin Media’s outstanding broadband services with superfast legend Usain Bolt in the starring role. We believe everyone should get the superfast speeds they expect – like our customers do – so you can stream TV, download music, browse online and game to your heart’s content. This campaign takes a humorous look at the strength of Virgin Media’s fibre optic service but goes a step further by inviting people to put their own broadband to the test and see the benefits of Virgin Media broadband for themselves.”
The first 30 second ad sees Bolt and Blot on the track with a movie reel in-hand, with people at the finish line waiting for their film to download.
A second ad shows Bolt and Blot limber up and powerlift a bar weighted with people online with laptops, tablets and smartphones.