Usain Bolt - the world's fastest man - has signed up to promote Virgin Media's new 120Mb fibre broadband deals.
Earlier this week, the broadband provider announced plans to increase its top downloads from 100Mb, while doubling the speeds available to its existing 10Mb, 20Mb, 30Mb and 50Mb customers.
And Jamaican sprinter Bolt - the triple Olympic gold medallist - has been handpicked to promote the fibre network upgrade in a new national campaign.
The 100m world record holder mimics Virgin Media founder Sir Richard Branson in a TV advert directed by Horrible Bosses' Seth Gordon.
Bolt is seen taking over the British entrepreneur's office, sporting Branson's trademark blonde goatee beard.
Virgin Media is to launch the advertising campaign on Saturday night during ITV1's dating show Take Me Out, reports the Guardian.
Jeff Dodds, Executive Director of Brand and Marketing Communications at Virgin Media, described the ad as "a brilliant idea".
"The trick was to avoid the obvious sportsman endorsement clichés," he stated.
Back in autumn 2010, Virgin Media used Loony Tunes character Speedy Gonzalez to promote the launch of its ultra-fast fibre broadband service.
And despite his super-human speed, Usain Bolt is sure to find the jet-heeled mouse a tough act to follow.