Britain's online video service LOVEFiLM embarks on an alternative promotional campaign that features former Olympian runner Jamie Baulch.

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:

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