Usain Bolt transformed into a superhero for Virgin Media’s new ad.
In the advertisement, Bolt can be seen switching between a number of superhero suits, before ultimately selecting a black, green and gold super outfit, he described as finally worthy of the superhero he really is.
Dubbed ‘Super Bolt’ in the advertisement, consumer directors at Virgin Media, chose Bolt as the face of their new campaign, after a poll revealed 4 in every 10 Brits wish they were a superhero, and Bolt has long been considered a sporting superhero as a result of his lightning fast speed.
Created by BBH London, the new advertisement with the Retired Jamaican sprint legend was directed by Tom Tagholm via Park Pictures and premiered last week during U.K. primetime show “Britain’s Got Talent.” It will be accompanied by video, press, online and social activity for the next 8 weeks.
Virgin has been using Bolt in its ads since 2012, including in a 2016 animated spot that demonstrated what the length of his 9.58 second world record felt like.