Usain Bolt returns in BBH Virgin Media ad

Virgin Media is introducing more animal characters in two new ads featuring Usain Bolt.

The new ads, created by Bartle Bogle Hegarty, feature the Jamaican sprinter and a host of characters – Chloe the Chatterparrot and three racoons known as the Broadbandits who will join the established Ed the Sofa Bear and Ally the Night Owl.

Each of these animals demonstrates a type of user behaviour.

In the first ad, Bolt attempts to watch Netflix, but his housemates, the Broadbandits, snaffle his tablet, phone and laptop so his watching does not interfere with theirs.

A voiceover explains that Virgin Media broadband stays superfast, even when everyone in the home is connected.

Bolt grabs the remote, to the dismay of the Broadbandits who turn to look at him. He says, "Don’t even think about it", before sitting back to stream Netflix on TV.

In the second ad, called "full house", Bolt heads to his living room to play an online game.

The sofa is already occupied by Ed the Sofa Bear watching TV. Ally the Night Owl, streaming a box set on her tablet, and Chloe the Chatterparrot Skyping a friend, are in the other rooms. 

Bolt retreats to the loft to play his game but is interrupted by a disapproving Ally, who makes him turn the volume down. 

Richard Larcombe, the director of brand and marketing at Virgin Media, said: "As Usain finds out in our latest campaign, customers are using more connected devices around the home than ever before."

Ads were directed by James Rouse through Outsider. The copywriter was Doug Fridlund, and art direction was by Mikael Alcock. Creative directors were Tom Drew and Uche Ezugwu.

Media worth "multi-million pounds" is handled by Fifty6, with ads running in cinema, display, online search, social media, video on demand, print and out of home.


Subscribe to Campaign from just £57 per quarter

Includes the weekly magazine and quarterly Campaign IQ, plus unrestricted online access.


Looking for a new job?

Get the latest creative jobs in advertising, media, marketing and digital delivered directly to your inbox each day.

Create an Alert Now

1 Martin Freeman fronts Vodafone UK's first integrated ad campaign by Ogilvy

The Hobbit and Sherlock star Martin Freeman plays a rude wedding guest in Vodafone's first integrated ad campaign since the telecoms giant moved its UK ad business to Ogilvy & Mather earlier this year.

Case study: How 'This girl can' got 1.6 million women exercising

1 Case study: How 'This girl can' got 1.6 million women exercising

"This girl can" was based on a powerful insight: that the fear of judgement by others is the primary barrier holding women back from participating in sport.

Just published