In a change of creative direction, Olympic 100m champion and world record holder Usain Bolt has become the first human being to star in a Channel 4 on-screen ident. The iconic sprinter is featured striking his famous “lightning bolt” pose after winning a race. As the camera pulls back, his arm intersects with the stadium backdrop to create a distinctive Channel 4 logo.

Channel 4 network creative director Tom Tagholm confirmed that: “This is the first 4 ident to star a human being, and who better to choose than the fastest guy on the planet? It’;s a great coup for the Channel and 4Creative, and a huge privilege to work with a sporting legend.”

And if you were wondering, there is some strategic logic in using Bolt – because the ident trails the channel’;s coverage of the IAAF World Athletics Championships, from South Korea.