Check out the new Virgin Mobile – UK – spot with Usain Bolt. The spot cleanly integrates Usain’s ability to act comically and his personal attributes of speed and confidence to communicate Virgin Mobile’s claim as “the fastest in the UK.” Verbally the message of speed is apparent. Subconsciously the viewer believes the messaging since Usain is billed as the fastest person alive.
Borrowing attributes from talent in Celebrity Endorsements is one of the best ways to build perceived equity for brands. This is a perfect example of how a celebrity’s attributes in one field (or track) can transfer to a product through strategic alignment.
What’s more, love the inclusion of Usain’s signature “Bolt” move. Great personal branding seen in most of Usain’s efforts off the track. Both Usain and Virgin know how to maximize Celebrity Endorsement deals.