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Usain Bolt reprises superhero role in last BBH London spot for Virgin Media

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BBH London has unveiled its final work for Virgin Media after the two ended their seven-year partnership in February, with adam&eveDDB picking up where it left off. 

The 'Switch to Super' spot continues the portrayal of Usain Bolt as a superhero, and will air simultaneously across all five of ITV's main channels on Saturday evening. 

The ad opens in Bolt's top-secret hideout where the superhero is experiencing a crisis: the Bolt Signal, his favourite gadget, isn't working.

He urgently calls upon a 'Q' like figure to fix the problem. He diagnoses it as an issue with Bolt's internet, which Virgin Media's 'Intelligent WiFi' automatically fixes to save the day. 

When Virgin Media's advertising account went up for review in January, BBH decided not to repitch, which came as a surprise as the partnership was proving to be one of the more enduring brand-agency partnerships in the telecoms space. 

Discussing the latest campaign, Cilesta Van Doorn, brand director at Virgin Media, said: “This is a significant moment for Virgin Media as our amazing new SuperBolt advert features across all of ITV’s main channels simultaneously for the first time as part of Proudly Presents. 

"The ad is the next chapter in SuperBolt’s journey and sees him struck by connectivity conundrums before our Intelligent WiFi steps in and saves the day – just like it will for our customers.”

Mark Trinder, sales director, ITV said: “Our Proudly Presents format gives brands an attention-grabbing introduction and has been used to launch some of the biggest advertising campaigns of recent years. But, this is the first time we have run such a partnership across the ITV family of channels.

"The creative execution, which highlights Virgin Media's Intelligent WiFi, naturally lends itself to a roadblock moment and relies on each individual ITV channel personality. It’s a great example of how ITV can deliver real standout and context for brands.”

: 'Switch To Super: Intelligent WiFi'

Agency:
Client:
Date: March 2019
BBH London has unveiled its final work for Virgin Media after the two ended their seven-year partnership in February, with adam&eve DDB picking up where it left off. 
The 'Switch to Super' spot continues the portrayal of Usain Bolt as a superhero, and will air simultaneously across all five of ITV's main channels on Saturday evening - a first for the broadcaster. 
The ad opens in Bolt's top-secret hideout where the superhero is experiencing a crisis: the Bolt Signal, his favourite gadget, isn't working.
He urgently calls upon a 'Q' like figure to fix the problem. He diagnoses it as a issue with Bolt's internet, which Virgin Media's 'Intelligent WiFi' automatically fixes to save the day. 
When Virgin Media's advertising account went up for review in January, BBH decided not to repitch, which came as a surprise as the partnership was proving to be one of the more enduring brand-agency partnerships in the telecoms space. 
Credits:
 
 
Virgin Media Brand Director: Cilesta Van Doorn
Virgin Media Head of Advertising: Amy Gilbert
Virgin Media Senior Campaign Manager: Lawrence Hamilton
Virgin Media Campaign Manager: Tony Hyde
Client name and title: Virgin Media
BBH Creative Team: Marc Rayson and Callum Prior
BBH Creative Director: Adam Noel
BBH Strategy Director: Ed Kurland
BBH Strategist: Stefano Oransky
BBH Business Lead: Holly Ripper
BBH Account Director: Matt Sims
BBH Account Manager:  Francesca Orkisz
 
Film Credits
BBH Producer: Nicole Southey
BBH Assistant Producer: Kurtison Bailey
Production Company: Caviar
Director: Jake Szymanski
Executive Producer: Neil Cray
Producer: Ellie Goodwin
DoP: Dan Bronks
Post Production: The Mill
Editor/Editing House:
Sound: String & Tins
Lead Music Supervisor: Mike Bamford
Music Supervisor: Mike Bamford
Orchestra: Prague Orchestra Philharmonic
 
Print Credits
BBH Producer: Pippa White
BBH Assistant Producer: Mercedes Januszczak
Photographer: David Clerihew
POst Production: Wellcom London
Illustrator: N/A
Tags:UK, creative works, virgin media, BBH London
 
 
 
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