LogoLogo
  • NEWS
  • Shop
  • About us
  • Contact
info@TeamJA.org

Usain Bolt coaches young sprinter in new Telkom commercial

admin · February 10, 2016 · Jamaica, Jamaica Olympics, Jamaican Athletes, PUMA, Rio 2016, Team Jamaica, Track and Field, Usain Bolt · 0 comments
46
 

 

Usain Bolt plays coaching to young sprinter in a commercial published Tuesday Feb 9, 2016.

The six-time Olympic champion sprinter acted in a one-minute spot for the South African telecommunications company Telkom.

In true Bolt style, even the filming of the TV commercial had to be done at high pace. The athlete’s preparations ahead of this year’s Olympic Games remain his primary focus, and filming had to be carefully structured around his punishing training schedule. Filming took place in Bolt’s home base of Kingston, Jamaica, and the team, led by Telkom’s agency DDB, was given just three hours to complete the shoot.

Bolt’s management worked closely with Telkom and DDB to ensure the developed concept would resonate with the superstar athlete. The storyline, which sees Bolt training and developing a young athlete, certainly achieved this.

Telkom used cinema-style technology to produce the advert – which features a toddler track star in training – while keeping a realistic look and feel. As children have proportionately bigger heads, feet, hands and knees compared to adults, fat suit technology was used to allow an adult athlete to be filmed in the sporting sequences. This allowed seamless filming while maintaining the correct proportions of a two-year-old boy. Similar state-of-the-art technology was used in The Avengers and Resident Evil movies. Computer-generated imagery was kept to a minimum and used mainly for wider scenes.

 

 

“Usain Bolt is one of the world’s most universally recognised superstars. When it comes to speed, he is the best of the best, and we are proud to associate our brand with such excellence. Our collaboration with Bolt has allowed us to tell an authentic and original story about our Boltspeed Fibre broadband,” said Telkom Chief Marketing Officer, Enzo Scarcella.

Bolt is the first man to hold both the 100 metres and 200 metres world records. He is the reigning Olympic champion in these events and is the first man to win six gold medals in the sprints.

“A television commercial on this level would usually take up to four months to produce, with an entire week set aside for filming,” said Matthew Berge, Executive Creative Director at DDB. “We had to really trust our director, Robin Goode, and time our shoot to the second, with very little room for error.”

Info via olympics.nbcsports.com and techfinancials.co.za

  Facebook   Pinterest   Twitter   Google+
  • Jamaica 0-0 Tottenham; Walker Injured
    May 24, 2013 · 705 comments
    <script type="text/javascript">// <![CDATA[ google_ad_client =
    9962
    1
    Read more
  • VIDEO: Tracey WINS BRONZE for Team Jamaica in 400M Hurdles
    August 10, 2017 · 0 comments
      <script src="//pagead2.googlesyndication.com/pagead/js/adsbygoogle.js"
    54141
    16
    Read more
  • Air Jamaica Douglas DC-8 Model plane
    January 31, 2016 · 0 comments
      <div id="stcpDiv"> <div><script
    8421
    16
    Read more

Sorry, the comment form is closed at this time.

Rep Jamaica Tees
Posts
  • VIDEO: Elaine Thompson Herah CLOCKS 10.65 (MR) in Women’s 100M, ZURICH
    VIDEO: Elaine Thompson Herah CLOCKS 10.65 (MR) in Women’s 100M, ZURICH
    September 09, 2021·0 comments
  • A big 200M tussle in Brussels
    A big 200M tussle in Brussels
    September 02, 2021·0 comments
  • Let’s get ready for super Saturday in Paris
    Let’s get ready for super Saturday in Paris
    August 28, 2021·0 comments
  • VIDEO: Jamaica 1-2-3 for the third consecutive time in the Women’s 100M
    VIDEO: Jamaica 1-2-3 for the third consecutive time in the Women’s 100M
    August 26, 2021·0 comments
Tweets by @TeamJA.org
Copyright © 2021 Team Jamaica Sports, LLC. All Rights Reserved.
info@TeamJA.org
info@TeamJA.org