Usain Bolt Comes to the Rescue in McCann Birmingham’s Campaign for Epson

Director Rollo Hollins shows the athlete with a chilled-out attitude in his post-racing life

Epson is continuing its partnership with legendary sprinter, Usain Bolt, with the launch of a new integrated campaign created by McCann Birmingham.

Instead of focusing on Bolt’s speed, the creative shows the athlete with a chilled-out attitude in his post-racing life alongside Epson’s innovative bottle refill printer system. He’s no longer the fastest man on earth, he’s the most chilled out, and he’s on hand to smooth out any printing problems with the help of Epson. From homework to boarding passes, Bolt saves the day as he unexpectedly slides into homes with an Epson printer, showing users how to ‘just fill and chill’.

Running social and digital, the new campaign will initially run throughout the UK, Italy, Germany, Poland and South Africa. The campaign was developed in close partnership with Epson and Citizen Films.

Maria Eagling, marketing director EMEA at Epson said: “We’re all used to seeing Usain speeding around, but this campaign shows a chilled and humorous side to the retired sprinter. Home printing isn’t just about speed, it’s about reliability and Usain is the ideal partner to demonstrate how customers can print what they need, when they need it.”