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.


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