BT launches multi-million-pound campaign to challenge broadband status quo

  • The campaign leads with two TV ads which asks people why they’re prepared to accept a sub-standard broadband provider, when they place so much reliance on it

  • The first ad airs tonight, 4th September, during the ad break for Emmerdale on ITV

  • View, share and embed the ad here

Friday 4th September: Today, BT – the UK’s largest provider of fixed-line, broadband and mobile services – launches its new ad campaign which challenges the UK to think a little harder about their choice of broadband provider.

The provocative campaign asks consumers why they’re willing to buy the best smart devices, tech and streaming services if their broadband provider continues to let them down. The creative will bring to life the certainty BT offers including; reliable wi-fi guaranteed in every room, Home Tech Experts customers can book in 2-hour time slots, a connection to EE’s 4G network if their broadband ever goes down, and the tools and support they need to keep their family safe online. The campaign builds upon BT’s Beyond Limits brand platform, helping to remove the barriers of today to realise the potential of tomorrow.

The TV advert breaks on tonight during Emmerdale on ITV. A familiar scenario plays out during the tongue-in-cheek ad, depicting the trials of working from home such as poor signal causing feedback and pixilation when on all-important, and now ever-common, video calls. We see character Paula being ‘signal-shamed’ one call at a time, as the voiceover questions her choice of broadband provider before revealing BT’s Complete Wi-Fi guarantee of reliable wi-fi in every room, or £100 back. The second TV ad will air later this month.

The TV ad campaign will be supported across radio, outdoor, print, social and digital media reaching 99% of UK adults. The campaign was developed by BT’s advertising agency, Saatchi & Saatchi, with media buying led by Essence and Posterscope.

Pete Jeavons, Director of Marketing Communications, BT said: “Great broadband has always been important to happiness at home but recent events have highlighted this more than ever before. It became absolutely critical – for work, education, connecting with family and friends, even shopping for groceries. When it doesn’t work properly, it constricts our world and we really feel it. This campaign is designed to bring that to life through universal concerns such as strength of connection, online safety and tech support. We’re sure this will resonate with people up and down the UK and instil in them that they shouldn’t be settling for substandard connections.”

Click here to view the advert.


Agency : Saatchi & Saatchi

CCO : Guillermo Vega

Creative Director : Will John

Creatives : Will Brookwell, Mia Silverman, Ryan Price

Agency Executive Producer : Adam Walker

Designer: Nick Roberts, Fabiano Gomes

Planner: Sam Wise, Richard Huntington

Business Leader : Fergus Waddell

Account Director: Rania Kouros

Account Manager : Thomas Page

Business Affairs : Dan McPhilimey

Film Production : Anonymous Content

Director : Tim Godsall

Producer : Ben Roberts

Executive Producer : Tor Fitzwilliams

Editor : Jono Griffith @ Work

Post : Electric Theatre Collective

Post Producer: Marie O Brien

Colourist : Jason Wallis

Sound Designer : Mark Hills

Audio Producer : Deborah Whitfield

Music Supervision : Birdbrain

Media Buying Agency: Essence


Notes to editors:

For more information, please contact btteam@kazoo.co.uk

About BT

BT Group is the UK’s leading telecommunications and network provider and a leading provider of global communications services and solutions, serving customers in 180 countries. Its principal activities in the UK include the provision of fixed voice, mobile, broadband and TV (including Sport) and a range of products and services over converged fixed and mobile networks to consumer, business and public sector customers. For its global customers, BT provides managed services, security and network and IT infrastructure services to support their operations all over the world. BT consists of four customer-facing units: Consumer, Enterprise, Global and its wholly-owned subsidiary, Openreach, which provides access network services to over 650 communications provider customers who sell phone, broadband and Ethernet services to homes and businesses across the UK.

For the year ended 31 March 2020, BT Group’s reported revenue was £22,905m with reported profit before taxation of £2,353m.

British Telecommunications plc is a wholly-owned subsidiary of BT Group plc and encompasses virtually all businesses and assets of the BT Group. BT Group plc is listed on the London Stock Exchange.

For more information, visit www.bt.com/about