Virgin Media's new cross-platform campaign features the Olympic gold medal winner sporting a familiar-looking blonde goatee.

In a clever and funny new multi-platform campaign for Virgin Media, the fastest man in the world Usain Bolt pretends to be Richard Branson to promote the company’s fast UK broadband service. The multimillion-dollar campaign includes TV, print, outdoor, social and online advertising, and the introduction of a new Virgin Media tagline: “Keep Up.”

The ad campaign, created by agency DDB London, features a number of short viral videos on YouTube and a TV commercial directed by Seth Gordon (Horrible Bosses, Four Christmases), which promote Virgin Media’s move to double the broadband speed for its customers over the next 18 months. Usain Bolt is seen impersonating Richard Branson by copying his trademark blonde goatee and taking over his office. He then pulls his famous lightning pose and points to Virgin Media’s web address. Check out one of the ads below:

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