Our solution was to satirise the well-known sports ‘grudge match’ promo, by turning the marathon into the un-grudge match of the year. Bombastic London comedian Michael Dapaah took on the role of ‘director’, and hypes Mo’s return to take on the world on the streets of London. But Sir Mo doesn’t think of other runners as enemies, they’re still mates. He doesn’t need hate or anger to motivate him, he simply uses the sense of rivalry to push him to run even faster.
Mo may not have quite achieved a personal best on the day but we did manage to get the nation behind him in a big way. We got the conversation going before the race with Sir Mo and Dapaah sharing the film on their social channels (firing off a few shots whilst they were at it), then spreading the word far and wide through Nike's owned channels. In the process we reached nearly 4 million young Brits who now know that, in running, you don't have to hold a grudge to win you just need to be the fastest.