Video of the Week: Usain Bolt lives for his Seconds

Virgin Media have done a fair few features with Usain Bolt in tow, but this new ad omits the comedic element in favour of something far more intense and personal to the athlete – delving into the psyche of one of the most exceptional men on the planet. Given the run-up to Rio (pun intended?), this change in tone is to be expected, but makes for a professionally well executed and exciting video that has a kaleidoscope of different shots – placing Bolt not simply on the track, but also in the club, or on the street like ‘one-of-us’.

It’s a vibrant, punchy, run-of-the-mill sports-based ad, but here given extra significance due to its timing and star-studded nature.

Watch the ad here: