Ad of the Day: 9.58 Seconds Lasts a Lifetime in Usain Bolt's New Ad for Virgin Media

Track star's 100-meter world record time anchors campaign

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Virgin Media proves that 9.58 seconds can stretch on indefinitely in a campaign from BBH London that focuses on iconic sprinter Usain Bolt ahead of next month's Olympic Games in Rio.

At the 2009 Berlin World Championships in Athletics, Bolt famously shattered his own 100-meter world record, establishing a new mark of 9.58, a number that's become synonymous with the Jamaican track star, even becoming the title of his 2010 autobiography.

Now, to celebrate Bolt's achievement and dramatize the importance of speed (including that of its own broadband service), Virgin presents a short film comprising 10 separate 9.58-second

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