The new campaign, Relentless, is built around a branded content series, The Relentless Series, about the drive of new brand ambassador, Usain Bolt. The series traces Bolt’s transformation from a hyperactive, sport-obsessed kid to a disciplined athlete.

“When it comes to our network, we stop at nothing. Like Usain Bolt, we strive to always be our best and relentlessly improve our performance. We work hard every day to bring you a network that’s fast, reliable and worthy of a place on the winner’s podium,” Optus states on its Running with Bolt promotional microsite.

Optus may or may not live up to its boasts, but Usain Bolt is doing his bit to pump up the telco’s work ethic.

Bolt has signed a deal with Optus, ahead of the Rio Olympic Games in August, where the six-times Olympic gold medallist will defend his 100m and 200m titles. Optus is a sponsor of the Australian Olympic Committee.

Bolt’s job is to be the metaphor for how Optus works on developing its network. “Usain admits that like most people, he struggles to get out of bed in the morning and start his training schedule. However, he holds himself to the highest standard and is motivated to be an even better runner than the day before…When he discovered sprinting, Usain found the perfect sport to channel his never-ending drive and dedication to excellence.”

And so on.

Bolt’s signature lightning bolt pose has been incorporated into The Optus Network logo during the campaign.

Episode One of The Relentless Series was uploaded by content agency, Emotive. Optus has not revealed which of its many agencies did (which parts of) the campaign.

The TVC, that launched on February 14, focuses on Bolt’s determination to improve “relentlessly”. Bolt will also feature in out of home, digital and retail advertising.