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.