Usain Bolt becomes a superhero for Virgin (with the help of Richard E. Grant)

Tom Tagholm directs the athlete in latest outing for the broadband provider

Published On
May 31, 2018

Editor's Pick

He may have retired from athletics but Usain Bolt's acting career is blossoming. His latest appearance in a Virgin Media ad sees him get fitted out for superhero suit, with the help of actor Richard E. Grant ("Withnail and I") as the tailor measuring him up.

The ad, promoting Virgin's new "super" broadband speeds, pays homage to "suit up" scenes from classic superhero movies and sees Bolt experimenting with several different styles, colors and gadgets (including one that makes him "look like a Ninja turtle') before he finally finds the right suit. It ends with the line: "Switch to super today and we'll double the speed of our best-selling bundles for free."

Created by BBH London, the TV spot was directed by Tom Tagholm via Park Pictures and will premier tonight during U.K. primetime show "Britain's Got Talent." It will be accompanied by video, press, online and social activity.

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.


Jun 01, 2018
Brand :
Virgin Media
Agency :
MD of Consumer :
Jeff Dodds
Director, Brand :
Lloyd Page
Head of Advertising :
Amy Gilbert
Senior Marketing Manager :
Lawrence Hamilton
Creative Team :
Ray Chan
Creative Team :
Simon Cenamor
Creative Director :
Hamish Pinnell
Director, Strategy :
Richard Madden
Strategist :
Ed Kurland
Business Lead :
Holly Ripper
Account Manager :
Matt Sims
Senior Account Director :
Laura Brady
Producer :
Jemima Bowers
Animation Producer :
Matt Towell
Producer Assistant :
Fatima Kried
Production Company :
Park Pictures
Director :
Tom Tagholm
Executive Producer :
Stephen Brierley
Producer :
Fran Thompson
Director, Photography :
Nicolaj Bruel
Post Production :
Editing House :
Sound :
String & Tins
Costume Designer :
Mr Gammon
Costume Assistant :
Gabrielle Edmunds
Production Designer :
Ricky Eyres
Producer :
Sarah Knight
Illustrator :
Smith & Foulkes
Social Strategist :
Jack Colchester
Account Manager :
Liam Shanahan
Senior Account Director :
Brooke Hannan

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