BenQ is skating on the image of Australia's first Winter Olympic gold medallist, Steven Bradbury, after the peripherals manufacturer signed up the king of the ice for its latest advertising campaign.
Winner of the 1000 metre speed skating gold medal at the 2002 Salt Lake City Winter Olympics, Bradbury, the man who snatched victory from the mouth of defeat, has been chosen to represent BenQ as it plans its Australian launch.
As the face of BenQ Australia, Bradbury will feature heavily in advertisements and merchandising material, which will promote the company's enjoyment-of-life philosophy.
According to Kamil Gurgen, BenQ Australia's marketing manager, Bradbury was chosen to represent the company because he epitomises all of the qualities inherent in the BenQ products and represents a key demographic for BenQ.
"He is a perfect match in terms of our products and our own corporate philosophy. He is genuine, youthful, energetic, fun and loves getting the most out of life," he said.
The speed machine will also participate in the company's Australian launch, delivering speeches in Sydney, Melbourne, Perth and Adelaide, Gurgen said.