The Jamaica Tourist Board secured the “World’s Fastest Man” Usain Bolt to give a tour of Jamaica in record time for the next installment of the destination’s “Once You Go, You Know” TV advertising campaign. Three new commercials were created, featuring Bolt sprinting through Jamaica accompanied by the famous Bob Marley anthem “One Love” and stopping to admire some of Jamaica’s famous landmarks, as well as the people of Jamaica emulating their sports hero. The new TV spots launch February 8 on CNN, MSNBC, ESPN, National Geographic Channel and various other stations across the U.S. The commercials were created by the Jamaica Tourist Board’s advertising agency of record Draftfcb and were directed by Jorn Haagen.
“Usain Bolt is currently one of the most recognizable sports figures in the world, and Jamaica is one of the most popular destinations in the world – it’s an ideal collaboration,” said Jamaica’s Director of Tourism John Lynch. “Jamaica is a land of beautiful vistas, scenic surrounds and friendly people. This campaign gives viewers a glimpse of our magnificent island alongside one of our most prominent athletes who has an intimate knowledge of the spirit and culture that make Jamaica unique.”
The first commercial spot “Stop” takes Bolt through a day of long-distance training in Jamaica. However, each time he gets up to speed, another picturesque landmark or vista stops him (and the music) in his tracks – finally causing him to say, “On any other island, I’d probably be a marathon runner.”
A second spot “Speed” hones in on the fact that Bolt is “the world’s fastest tour guide” as he sprints from one end of the island to the other at an ever-increasing pace. The faster he goes, the faster the soundtrack goes.
To round out the series, “Pose” captures the enthusiastic people of Jamaica in their homes, schools and jobs – all of them emulating Bolt by doing his iconic victory pose.
To conceptualize and produce the new commercials, the Jamaica Tourist Board called on Draftfcb, which has handled the Jamaica Tourist Board advertising account since 1991 and first launched the destination’s “Once You Go, You Know” campaign in 2004. The Agency selected award-winning, world renowned director Jorn Haagen to direct the spots. A seasoned industry professional, Haagen has directed commercials for leading brands worldwide, and his awards include One Show Golds, The Gold, Silver, and Bronze Cannes Lions, and Gold at the Swedish National Awards.
“Usain was a perfect fit for the next installment of this campaign, especially since he is a world-renowned athlete who strongly identifies with his native roots and origins,” stated Keith Loell, senior vice president and executive creative director at Draftfcb New York. “Focusing on Bolt has given us a fantastic opportunity to put a new spin on the campaign and tell a more linear story, while showing the wonders of Jamaica through his eyes.”
The new commercial spots were officially unveiled on February 4, 2010 at an exclusive screening New York City hosted by Jamaica’s Minister of Tourism Hon. Edmund Bartlett and Jamaica’s Director of Tourism John Lynch.