The Jamaica Tourist Board has launched three new television advertising campaign ‘Once You Go, You Know’ featuring the world’s fastest man, Usain Bolt. The 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 commercials were aired 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.
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. |