Video Ad of The Week: Virgin Media’s New Ad Demonstrates What 9.58 Seconds Feels Like

Ever wonder what 9.58 seconds feels like? Usain Bolt and Virgin Media pair up to help you answer that very question.

Ahead of the 2016 Olympics in Rio, Virgin Media has rolled out a new commercial titled “Be The Fastest” to demonstrate the dazzling speed of the fastest man on Earth, Usain Bolt. The commercial consists of ten 9.58-second sequences, each equal in length to the world record-breaking 100m time Bolt achieved in Berlin in 2009.

The visual of the film lifts the lid on a real Bolt. From his childhood in Jamaica, to the intense training schedules, to the real-time dramatisation of the historic 9.58 second run, each segment features a different aspect of Bolt’s experiences that ultimately brought him to that very day when he set the 100m world record.

The video re-creates the experience of time – mimicking the distance and speed, over and over again, and with ever increasing excitement at a physical and emotional level. This is a very emotive story meant to demonstrate to the viewer the power and motion of speed. Virgin Media, who is pushing their fast-speed broadband service, leverages this emotionally visual storytelling to turn Bolt into a superhero, while at the same time creating the connection in the viewer’s mind that Virgin Media is the Usain Bolt of broadband, ending the film with the tagline, “Are you ready to be moved?”.

Check out the ad below and let us know what you think!

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