During last night's key EURO 2016 semi-final, Virgin Media debuted their new advert on the world's fastest man, Usain Bolt.
The film which lasted 100 seconds for the 100-meter record holder was intended to engender an atmosphere of celebration, featuring footage from Bolt's childhood, sacrifice and hometown.
The adverts meaning was to show the world what it is like to be the fastest man on the planet.
With the subliminal messaging of internet and speed; the advert succinctly told the story of its most famous influencer.
However, the advert also keenly showcased the fundamental change to the buyer-seller relationship.
The advert may have lasted for 100 seconds but it didn't mention a specific Virgin Media product or even say the word Virgin Media (only showing a logo at the end).
The reason for this is that there is no point in pushing a specific product in a TV advert. A consumer can get all the information they need about specific Virgin Media products online. Mentioning it again in the expensive advert would be a waste of time, money and turn the audience off.
The power of information no longer stands with the sales rep.
Pushing information that is ubiquitous online gives no value to the buyer. They want to be entertained, to feel an emotional response to the company. Not told they can get fibre broadband for £19.99 a month.
Therefore, we can all learn a valuable lesson that in order to sell, we must tailor our content to our buyers and offer advice, value and consultation to build a relationship.
Let's stop turning off leads with pushing content and sales reps.
Virgin Media is to air a TV ad paying tribute to Usain Bolt as the world’s fastest man looks to make history at the Olympic Games in Rio. The 100-second TV ad, narrated by fellow sprinter Michael Johnson, will launch in Wednesday’s Euro 2016 quarter final match between Wales and Portugal on ITV. It uses a series of sequences that are 9.58 seconds long – the world record 100m time Bolt set in 2009.