Rio de Janeiro, Brazil - Six-time Olympic gold medalist and Nissan 'global director of excitement', Usain Bolt, has risen to numerous challenges on the track.
Now, in Nissan’s digital campaign, “Bolt vs. Flame,” he faces a new challenger - fire.
Released across Nissan digital channels, a two-minute film shows Bolt being challenged in a fictional “Fire Research Laboratory” to contend against the speed of a flame.
Bolt shares in the video what it feels like to be the fastest person on Earth and how he prepares to compete on the world’s biggest stage, saying, “I set goals for myself. My goal is to be the greatest.”
The video, filmed in Bolt’s home country of Jamaica, also shows the sprinter driving his custom Nissan GT-R painted in “Bolt Gold.”
Ronaldo Znidarsis, VP marketing and sales, Nissan Brazil, said: “Usain Bolt’s daring attitude to always go further is inspiring. We wanted people to experience the inner strength of the most famous sprinter in history when posed with a challenge to reach even further.
"This is also an opportunity for fans to see Usain with his custom Nissan GT-R. To see the world’s fastest man driving the world’s fastest mass-produced car is exhilarating."
Record-time as reference
The Bolt vs. Flame film project is supported by a global social media tease campaign, featuring a series of 9.58 second videos and movie posters created from 19 000 actual matchsticks being lit on fire for dramatic effect. Additional footage and behind-the-scenes videos featuring Bolt will be released over the next month.
The campaign is being supported through a robust paid social effort across Brazil.
The 2017 Nissan GT-R will be launched in South Africa later in 2016.