BBH & Usain Bolt Destroy Richard Branson's Space Base

Usain Bolt takes a break from the running track to show off his football skills in Virgin Media’s latest ad campaign which first hits TV screens during Sunday’s World Cup final on ITV1.

The campaign celebrates Virgin Media being the only way people can watch every major live sports TV channel in the UK in one place from one provider.

The ad starts with Bolt watching football on TV at home. He tells the audience he’s “not bad with a football”, whilst spinning a ball on one finger. Bolt takes the football outside and kicks it to friends watching the match on a tablet next door. Bolt then boots another ball to a friend keeping up with the game on his phone whilst waiting for a train.

The final ball crashes into a nearby hut, demolishing a model moon base being built by Sir Richard dressed in a full astronaut suit. An excited Bolt shouts “back of the shed!”

Richard Larcombe, Brand and Marketing Director at Virgin Media, said: “So many people love sport so we’re delighted to offer all the live action for customers to enjoy at home or on the go.”

“With the Premier League season just around the corner, we are showing everyone they can take those must-see matches out and about on laptops, smartphones and tablets too. Usain’s impressive footballing skills are in the spotlight, helping bring our unrivalled products to life and kicking off the excitement around another fantastic summer of sport.”

Football fans will be able to find out exactly when and who their favourite teams are playing with Virgin Media’s ultimate football fixture generator, which will launch on www.virginmedia.com/footballfixtures on Monday, 14th July. The generator will also show what time matches start, helping fans catch the best of the action from their favourite teams. Once TV schedules have been released, the generator will also give details of the channels matches are aired on. It will initially cover Premier League and Championship games, with more fixtures to be added as the season progresses.

The ad campaign was created by BBH with media planning handled by Fifty6, and will run across TV, print, out of home and online.