DDB’s swansong with Usain Bolt as Richard Branson leaves Virgin Media in the blocks

I’ve been trying to think of something nice to say about this campaign (best use of Richard Branson? Or sprint king Usain Bolt?) but I just can’t.

It’s the sign-off campaign for the UK’s Virgin Media from DDB before it moves to Bartle Bogle Hegarty and its use of the boss is toe-curling despite the agency trying really hard to make it funny and irreverent (or as irreverent as it can be when the boss is in it, which is maybe why you shouldn’t try). I mean, was it really necessary to mention his bloody space ship? Why not trains too?

Those people in the UK who pay any attention at all to the tidal wave of awful ads for supposedly faster broadband clearly think the purveyors are a bunch of twisters judging by the number of complaints made to the ASA, many of which are upheld. Hardly surprising is it?

Will even the great John Hegarty be able to persuade his fellow knight Branson to stay out of his own ads?

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About Stephen Foster

Stephen is a former editor of Marketing Week and London Evening Standard advertising columnist. He wrote City Republic for Brand Republic and is a partner in communications consultancy The Editorial Partnership.