Virgin Media debuted their #bethefastest campaign tonight during ITV’s coverage of the Portugal vs Wales game in Euro 2016.

The 100 second advert, narrated by British sprinter Michael Johnson, features brand ambassador Usain Bolt. The voiceover asks us to think about what can be achieved in 9.58 seconds – the 100m World Record time set by Bolt in 2009.

The new ad comes a month before the 2016 Olympic Games which will be held in Rio de Janeiro in August. Users on Twitter can use the hashtag #bethefastest to activate a special Usain Bolt emoji.

[blockquote align=”none” author=”Kerris Bright, CMO at Virgin Media”]Broadband speeds are the beating heart of the Virgin Media brand. Speed unlocks the difference that Virgin Media provides, encouraging our customers to do more, be more and have more fun. Our new campaign, the latest in our long-running partnership with Usain, celebrates a scorching summer of sport where he is going to play a huge part and brings to life what it feels like to ‘be the fastest’.[/blockquote]

You can watch the full advert above.