The spot, created by VCCP, begins with a voiceover from an unidentified Usain Bolt, who talks about a young boy deemed "too tall" to be a sprinter.
This boy, he says over footage of a young child running, overcame setbacks to keep on running. An adult Bolt appears and says: "I'm not done yet".
Enertor is new UK-based business selling performance insoles that claim to cushion the feet and reduce injury. The brand launched on 29 June, distributing exclusively through Superdrug in the UK. Its launch campaign will run across TV, print, digital and in-store activation.
Enertor will be distributed exclusively in Superdrug while the launch campaign will run across TV, print, digital – social support and paid display, online and in-store activation.
The TV spot, which launches tomorrow (9 July) was directed by Charlie Crane through Knucklehead. VCCP Media is handling the media planning and buying. It will break at 7.45pm on ITV4, during the Tour de France Highlights, then run on sports channels including Sky Sports and Eurosport.
VCCP creative duo Jonny Watson and Dan Harrison described the Enertor launch as a "dream brief".
They said: "It's felt more like a collaboration than a traditional client-agency relationship - and slightly surreal, combining the entrepreneurial spirit of a start-up with a global superstar.
Patient, gracious and professional, Bolt gave us everything we needed on the day. And his voiceover lands beautifully - you'd never know we recorded it in the back of a minibus."
If the romanticised history of Usain Bolt's running career looks familiar, that is because he is also the face of Virgin Media. The ISP unveiled a major campaign this week, created by Bartle Bogle Hegarty, consisting of a series of mini-films to show what makes the runner tick.