Internet provider Superloop has unveiled a new campaign, 'Ads at Record Speeds', in a collaborative effort with Leo Burnett Australia and Zenith Australia. This marks their first integrated work for the brand, subverting traditional media approaches with a unique twist on ad timings.

The campaign features ads timed to the exact hundredth of a second to match famous sporting record speeds. Examples include the Men’s 100m at 9.58 seconds, the Women’s 50m Freestyle at 22.93 seconds, and the Women’s 200m Cycling at 10.15 seconds. There's even a 2 hour and 35 second YouTube skippable ad celebrating the Men’s Marathon Record.

The ads star Australian comedians Broden Kelly and Madeleine Stewart and will be launched across TV/BVOD, Social, YouTube, and OOH in Australia.

"Superloop is all about record-breaking internet speed at outstanding value. We’re of the internet so we’re just joining the conversation at an opportune moment in the calendar. We like to play, so we’re always going to be a bit cheeky when we enter the chat," said Ben Colman, Chief Marketing Officer at Superloop.

Colman also highlighted the collaborative effort behind the campaign, stating, "This work is also another demonstration of the game-changing connected platform we’ve got at Publicis Groupe. It’s speed meets speed, with Leo Burnett and Zenith working together to build exceptional streamlined solutions."

James Beswick and Rowan Foxcroft, Associate Creative Directors at Leo Burnett Australia, added their own playful take on the campaign.

"Seeing as some people in Paris are attempting to do things at record speeds, we thought we’d challenge Broden and Madeleine to talk about Superloop’s incredible speeds at record speeds, too. Unfortunately for Broden that involved him running a literal marathon whilst doing so."