Optus has replaced the world’s funniest man with the world’s fastest.
Earlier this month AdNews reported that Usain Bolt is the new face of Optus, replacing comedian Ricky Gervais.
Now, Optus has released the new TV commercials starring the athlete that will appear on screens across Australia.
The partnership marks Bolt’s first-ever deal with an Australian brand and is another huge investment by the telco brand.
The spot centre on the theme of Relentless Improvement; a philosophy Bolt embraced in building his career. Optus says it has followed the same approach in its network development.
The 45-second TV ad shows a young boy running to watch Bolt training. Bolt says: “As a child I dreamed. But I stopped dreaming, and I started doing.”
The Relentless Series takes a more in depth look at Bolt’s life with a documentary style video that speaks to the Olympian and his family on the making of the man as he embarked on his journey of relentless improvement. Both spots were filmed in Bolt’s hometown of Kingston, Jamaica.
Bolt will feature across the integrated campaign which includes out of home, digital and retail advertising throughout Optus stores.
Optus acting manager director of products and devices, Ben White, says: “We continue to invest in our network and content offering to bring customers closer to the action and connect them with the best in entertainment and sport.”
Bolt’s new ambassador appointment follows Optus announcing a series of new sporting partnerships including its support for the Australian Olympic team, rights to the English Premier League, a three-year partnership with Cricket Australia and a Principal Partner role to support the Melbourne Stars.