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Gatorade Adds Another Jolt of Bolt

Usain Bolt winning the 200m at London Olympics 2012

The debate as to whether or not the world’s fastest man and six time Olympic gold medalist Usain Bolt has attained legendary status continues to rage, or whimper depending on your point of view. However, at least one of the athlete’s sponsors have fully tapped into the Jamaican sprinter as a legendary figure by linking him to another mythical icon - The Grim Reaper. In an commercial selected as Ad of the Day by (August 17, 2012) by adweek.com Gatorade features Bolt as the Grim Reaper. 

Bolt’s triumphs at the 30th Olympiad where he became the first man to win the successfully defend the 100m and 200m titles, as well as his continued display of magnetism have significantly widened his popularity even further, not to mention his twitter following (which now bulges at over 1.7 million followers). So the sprinter’s sponsors are sure to significantly benefit from bolstering their connection with the Bolt brand. Though a grim outlook is the anti-thesis of Bolt’s post victory and even his pre-race persona, where he is far more likely to infect with fun than deliver a touch of death, the ad works.

Bolt stalks the streets of London as the Grim Reaper in Gatorade AdAdweek.com describes the commercial as tapping into Bolt’s “killer instincts” and likens him to a “Grim Reaper of sorts, killing off any hopes that rivals might have had of finishing anywhere near him.”

In the commercial, Bolt walks through London going along its tunnels, parks, backstreets. He speaks to no one and his face is obscured by a hoodie helping to strengthen the image of grim determination and mystique.  When the dark figure arrives at the Olympic stadium, he removes the hood, pops a Gatorade energy chew. Immediately he is transformed from the shadowy figure to the starting line, clad in his gold-shirt with Jamaica emblazoned on the front, ready to decimate all competitors.