When Usain Bolt broke the 100m World Record, he did it in 9.58 seconds. In this clever ad for Virgin Media, BBH London tries to demonstrate to the viewer what 9.58 seconds feels like, using a series of 10 sequences that are exactly that length.

The film combines footage shot in Jamaica by the diretor, Academy’s Seb Edwards, with stock footage of Bolt and his fans, and some original animation and graphics. It’s narrated by world 400m record holder Michael Johnson, who has been a mentor to Bolt.


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