The encyclopedia · Advertising & PR · Marketing decision · 2024–2025
Superloop timed its ads to Olympic record speeds so the medium proved the claim
Instead of 30-second spots, the ISP ran ads as long as famous records: 9.58 seconds for the 100m, 22.93 for the 50m freestyle.
Superloop
the move
Internet providers all promise speed, which makes 'fast' a meaningless word in advertising. Superloop, an Australian challenger ISP, needed a way to make its high-speed network claim tangible during the world's biggest sporting event, where speed was the entire conversation.
Leo Burnett Australia and Zenith Australia responded with 'Ads at Record Speeds': every commercial was timed to the exact hundredth of a second of a famous record—9.58 seconds for the men's 100m, 22.93 for the women's 50m freestyle, 10.15 for the women's 200m cycling—and a two-hour-35-second skippable YouTube ad celebrated the men's marathon record. Comedians Broden Kelly and Madeleine Stewart delivered the lines at full tilt.
The campaign ran across TV, BVOD, social, YouTube and out-of-home in July 2024, and the record-length format became the joke and the proof at once. It later took a Silver at ADFEST 2025 in the region's biggest creative awards.
why it works
- Ad length made 'record speed' measurable and visible
- The 100m spot was over before viewers could skip
- A two-hour marathon ad proved the joke had stamina
- Olympic timing made the brand part of the event without a sponsorship
what transfers
When your selling point is a number, make the format of the message carry that number—the medium becomes evidence the copy can never be.
what came after
The campaign marked the first integrated work from Leo Burnett Australia and Zenith Australia for the brand. 'Ads at Record Speeds' won a Silver at ADFEST 2025, and Superloop has continued the speed-claims-as-format approach in later work.
references
- Leo Burnett and Zenith launch new Superloop campaign, 'Ads at Record Speeds'
- Superloop Launches "Ads At Record Speeds," Via Leo Burnett Australia & Zenith Australia
- Publicis Groupe APAC shines at ADFEST 2025
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