Read our new manifesto

Oct 19 - 23

Discuss, debate and discover the future of agencies

Usain Bolt puts an orchestra through its paces in fast fibre ad

The world’s fastest man, Usain Bolt, is yet again touting his need for speed in an ad for Virgin Media.

In ‘Orchestra’ from BBH London, ‘super hero’ Bolt has an orchestra perform during his exercise output, a grand alternative to radio. There is however a problem, the musicians cannot keep speed with the runner’s needs.

The brand has been urging UK customers to ‘Switch to Super’, its fastest broadband package and it continues to utlise its ambassador to visualise the pace of this fiber service.

The Jamaican has long been associated with the brand and continues to do so despite his retirement from running – recently he has enjoyed a brief spell playing professional football, even netting some goals.

Last year, Jeff Dodds, managing director of consumer and mobile at Virgin Media, admitted that Bolt has been with the brand for a while, sometimes in animated creative so the athlete need not appear for a day-shoot.

Doss said: “If we get to a point where he’s no longer resonating with consumers then we’d reassess [the relationship]. But we’ve worked with him for six years now and he’s been fabulous at helping us shortcut [to consumers].”

During this period it also continued to work with BBH London, although it did hold a creative review last year.

Vote for the work below in The Drum's Creative Works.

Overall Rating
4/5 Vote

Join us, it's free.

Become a member to get access to:

  • Exclusive Content
  • Daily and specialised newsletters
  • Research and analysis