British Olympic silver medalist Jamie Baulch is slated to come out of a six-year retirement to serve as a running human advertisement for online video service LOVEFiLM. Inspired by the upcoming 2012 Olympic games to be hosted in London, the “sprint-vertising” campaign will feature Baulch running around London while trailing a series of promotional banners. The campaign also follows an online poll conducted by LOVEFiLM to find out which “celluloid runners” the viewing public enjoys. Baulch comments on his involvement:
I was flattered to be recruited as a human ad especially as I am a huge film fan. It is definitely an unusual way to spend the day and spread the instant streaming message. My marathon run and training this year has certainly paid off!