Usain Bolt challenges the UK to Be the Fastest in new Virgin Media campaign

Today, Virgin Media challenged the nation to Be The Fastest' with the unveiling of a new multi-million pound brand campaign featuring Usain Bolt.

The campaign, called Be The Fastest', is spearheaded by a new TV ad, which will air during the Portugal vs Wales Euro 2016 semi-final match on ITV1 at around 9pm this evening (Wednesday 6 July).

The 100-second ad centres on the concept of speed and the fastest man of all time, Usain Bolt, ahead of a pivotal season in Bolt's career. Speed unlocks the difference that Virgin Media provides, and for Bolt, speed defines him. The ad is voiced over by fellow sprinter, Michael Johnson, who made a documentary with Usain Bolt in 2010.

The film lifts the lid on the real Bolt. It shows the overwhelming rush of hurt' he describes when talking about his gruelling training schedule, the impact his achievements have had on his country and adoring fans, his perceived superhero status, and the Jamaican dancehall culture he is still a part of. The film even provides a real-time dramatisation of the historic 9.58 second record breaking run, mimicking the distance and speed he ran it at, across Jamaican locations he grew up at as a boy. The film ends with the campaign line, Are you ready to be moved? .

Kerris Bright, CMO at Virgin Media said: Broadband speeds are the beating heart of the Virgin Media brand. Speed unlocks the difference that Virgin Media provides, encouraging our customers to do more, be more and have more fun. Our new campaign, the latest in our long-running partnership with Usain, celebrates a scorching summer of sport where he is going to play a huge part and brings to life what it feels like to be the fastest'.

The new marketing campaign was created by BBH, with media planning handled by Manning Gottlieb OMD, and will also run in cinema, VOD, outdoor, press, display, mobile, social and search. The film was directed by Seb Edwards and follows a set of sequences that work to the strict 9.58 second format.

The ad campaign was supported by an ambitious installation bringing Jamaican sprint star Usain Bolt to the River Thames on Tuesday 5th July, marking exactly one month until he arrives in Rio de Janeiro to defend his world record title. In a celebration of Bolt's 9.58 second 100m world record, at 9.58pm the river in front of the Coca-Cola London Eye* was transformed into a 100m-long video screen, while the London Eye itself became a giant stopwatch counting down Bolt's time. Viewers within the Eye were able to witness Bolt's record-breaking speed, thanks to a 100m-long, floating screen stationed on the river beneath.

The new ad can be viewed here.

Join in the conversation with #BeTheFastest on Twitter, and see an extra special Usain Bolt emoji.

LINK:	http://about.virginmedia.com/press-release/9531/usain-bolt-challenges-...
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