Malaysian telco Celcom has launched a new ad campaign once again using Usain Bolt as the face of the campaign. This time, Bolt is promoting the lightning fast “Non stop internet”. Bolt was last featured in the networks ad campaign in 2013.
The ad campaign, created by ad agency M&C Saatchi runs across TV and is also running online and on social media channels.
The 360-campaign kicked off with a TV commercial that featured a baton being passed with great speed, precision and timing between Usain Bolt, a horse rider and a cyclist in a non-stop relay race. The commercial ends with Usain Bolt passing the baton back to the cyclist who then speeds off to form a “Blue Infinity” symbol, conveying the message of Non-Stop Internet.
Filming took place over a 10-day period in Kingston, Jamaica and Los Angeles, with the Malaysian production team working closely with their Jamaican and American counterparts to produce the TV commercial.
Take a look at the campaign:
In 2013, the telco chose the fastest man on earth Usain Bolt as its speed icon in its ‘Celcom’s Fastest Territory’ campaign to promote the 4G LTE service. Besides Bolt, other speed icons to anchor the campaign was Marvel cartoon character Flash and cheetah.