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World's Fastest Man Teams Up With One Of Its Quickest Cars

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On: Thu, Jun 14, 2012 at 12:01PM | By: Chris Weiss

World's Fastest Man Teams Up With One Of Its Quickest Cars

Nissan has teamed up with Olympic gold medalist Usain Bolt in a new campaign it calls "WHAT IF_". With anticipation building for the London Summer Games, Nissan hopes to use the "world's fastest man" in spreading awareness of its GT-R supercar.

Celebrity endorsements don't always make a whole lot of sense (Olympic snowboarder Shaun White's line of Target homewares, anyone?), but pairing the electrifyingly fast Usain Bolt with the one of the world's quickest cars seems like a natural fit. At less than a tenth of the cost of a Bugatti Veyron, the GT-R sprints to 62 mph just three-tenths of a second slower at 2.8 seconds. Bolt may not be able to run that fast, but his 9.58-second 100-meter time is the more impressive feat of the two, considering it captured the world record.

Besides their common quickness, Bolt actually owns a Nissan GT-R - Nissan's press release says specifically that he bought it in 2009, in case you thought he received it from Nissan in anticipation of this marketing campaign (though I suppose that statement doesn't preclude him buying it for a dollar in anticipation of the campaign).

Bolt says of the car: "I was looking on the Internet and I came across the Nissan GT-R, and they (automotive media) were saying it was the best streetcar ever made. Nissan GT-R is a wonderful car and perfect for me. I love everything in it. I enjoy driving it, and I feel completely safe, and that is the key thing for me."

Bolt will serve as the frontman for the What If global campaign. The multimedia campaign will include billboards, a Facebook page and other Web components. Nissan doesn't mention television commercials or Internet video specifically, but we'd be surprised if there wasn't some type of speeding GT-R/sprinting Bolt visual. The first question asked under the campaign is "What if the world’s fastest man went even faster?", playing on the idea that Bolt can indeed go faster when driving his GT-R.

The campaign kicked off with billboards featuring Bolt and the GT-R, which Nissan says went up on June 1 at airports around the globe, including Tokyo, JFK (NYC), Los Angeles and Miami. Nissan plans to execute the campaign over the course of several years.


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