Usain Bolt has reprieved his role in Virgin Media’s latest ad campaign, which sees the athlete playing a whole family of characters, to promote the broadband provider’s new 152Mb service.
Launched today (28 February) the new TV, outdoor and online campaign showcases Britain’s "fastest widely available broadband” as well as the start of the company’s programme to boost speeds for existing customers.
The ad, created by BBH, opens with the whole Bolt family simultaneously using Virgin Media’s broadband service on a variety of different devices. Sir Richard Branson then swoops in on a rocket ship to boost their broadband, “supercharging their online experience” with the new 152Mb service.
Virgin Media also launched a new ‘entry-level’ standard of 50Mb which the company says is “more than five times faster” than regular broadband from rivals Sky and BT.
Richard Larcombe, brand and marketing director at Virgin Media, said: “At Virgin Media, we like to stay a step ahead so we’re upgrading our network yet again. As consumer demand for everything the web has to offer grows exponentially, we’re giving our customers all the power they need, thanks to Richard Branson and some supercharged rocket fuel!"
The broadband company also partnered with fellow Olympian Rebecca Adlington to announce the launch, which saw the swimmer take to the banks of the Thames to “enjoy the comfort of her very own supercharged mobile Virgin Media living room”.
Media planning has been handled by Fifty6 and the ad will premiere during Ant and Dec's Saturday Night Takeaway on ITV1 tomorrow (1 March).