Jamaica Tourism Board’s Recent Campaign with Usain Bolt

Words by DJ Gravy

Speed

Stop

Pose

When you’re in Jamaica, Usain is everywhere. Huge Digicel billboards, classic style murals and random graffiti, all honoring the world’s fastest man. It doesn’t end there, many sports enthusiasts following the Olympics are somehow still unaware of how involved Usain is in the Jamaican Dancehall circuit. He’s declared Vybz Kartel as his artist, has appeared in several music videos and can be found at street parties doing recent dance moves alongside the islands top “galis” dancers.

Now Usain is on televisions around the world, bolting through his home island in a new campaign for The Jamaica Tourism Board entitled, “Once You Go, You Know”. Though we’ve heard “One Love” before (possibly a million times) on these commercials, it’s now manipulated in each commercial.  “Stop” has Mr. Bolt stopping to view each Jamaican landmark, and the music stopping with him, starting with him, and so on…  “Speed” speeds up according to Usain’s pace in one commercial and “Pose” shows a range of various young and old people at their homes, schools, and jobs doing their best Usain To Di Worl’ Pose!

Conceptualized and produced by the Draftfcb, same ad agency that’s handled the Jamaican Tourism account since 1991. They started the “Once You Go, You Know” campaign in 2004 and chose award winning director, Jorn Haagen,to direct the series based on his work with leading brands and awards from including One
Show Golds, The Gold, Silver, and Bronze Cannes Lions, and Gold at the
Swedish National Awards.

On February 4, 2010, the new commercial spots were previewed at an exclusive screening New York City hosted by Jamaica’s Minister of Tourism Hon. Edmund Bartlett and Jamaica’s Director of Tourism John Lynch.