Virgin Media has launched a new integrated advertising campaign featuring the sprinter Usain Bolt and narrated by IT Crowd star Richard Ayoade. “Performance” and “Speed” pit Bolt, who represents Virgin Media optic fibre broadband, against Blot, a squat character representing broadband powered by DSL technology, in a weightlifting contest. 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.
The Bolt vs Blot campaign was developed at BBH London by creative directors Matt Doman and Ian Heartfield, copywriter Lambros Charalambous, art director Felipe Guimaraes, working with Richard Larcombe, director of advertising and sponsorship at Virgin Media.
Planning was by Fifty6.