BT strengthens broadband leadership by putting online security at the heart of new campaign

New brand campaign highlights BT Broadband’s leadership in advanced threat protection, helping British households stay safer from scams and other online threats

• BT is launching its first major campaign since the brand relaunched in May with ‘Behind Brilliant Things’, strengthening its broadband leadership by highlighting its superior online protection credentials.
• The campaign highlights how BT Broadband helps protect customers from scams, malware and other online threats, giving them greater confidence at home and on the move.
• Following recent recognition as the UK’s best broadband by Ookla¹, the campaign explains how BT Broadband’s advanced threat protection - Hub Threat Protect and Cyber Threat Protect - keeps customers safer online.
• Created by Uncommon, the work will run across TV, out-of-home, radio, social and digital, with media planned and bought by OpenConnect, part of WPP Media and out-of-home agency Posterscope.

BT today launches its first major brand campaign since the brand relaunched in May with ‘Behind Brilliant Things’. Created by Uncommon, with media planned by WPP Media’s OpenConnect, the campaign will run across TV, out-of-home, radio, social and digital to show households across the UK how the UK’s best broadband helps keep them protected, connected and confident online.

The campaign builds on the ‘Behind Brilliant Things’ platform by bringing the role of broadband protection into sharper focus and showing how BT is ‘Protecting Brilliant Things’ for customers, keeping them safe every day from online threats. With more daily tasks, entertainment, work, learning and communication taking place online, BT is positioning advanced protection as an essential part of a quality household broadband connection - not an optional add-on.

BT's advanced threat protection combines Hub Threat Protect and Cyber Threat Protect to deliver both network and device-level protection. Together they help customers stay safer online, with Hub Threat Protect currently blocking more than 10.36 million threats every month and Cyber Threat Protect having blocked more than 2 million threats since launch.

The campaign creative has been led by Uncommon, and launches with a 30s film; the ad follows Yorkshire’s Wharfedale Bee Keepers Association as its members deal with the very real threat posed by invasive hornets. Told through an authentic documentary style, the film uses one of the UK’s most passionate communities as a metaphor for BT’s advanced threat protection - drawing a meaningful parallel between protecting a hive and helping protect the connected home.

Helen Whetton, Brand and Marketing Director at BT, said: “Nobody understands and serves British communities quite like BT. Building on the hugely impactful BT relaunch earlier this year, this campaign celebrates the brilliant things those communities do every day, while shining a light on how BT Broadband helps households stay connected and protected. Our advanced threat protection combines Hub Threat Protect and Cyber Threat Protect, delivering network and device-level protection to help keep customers safer online and giving them greater confidence to get on with the things that matter most.”

Josh Tenser, Executive Creative Director, Uncommon Creative Studio, said: "It's a privilege to be rebuilding such an iconic brand by documenting modern British life in a new and cinematic way. We wanted these films to be the gold standard of "hard working" product messages by embedding them in soulful, visually stunning portraits of real British communities". 

Kate Rowlinson at WPP Media’s OpenConnect, said: “This campaign is all about making online protection feel real and relevant to households across the UK. By combining high-impact media with trusted environments across TV, OOH, radio, social and digital, we've been able to bring the risks that people face online to life, while showing how BT Broadband helps keep customers connected, protected and confident every day.”

Creative agency: Uncommon Creative Studio
Production company: Uncommon Creative Studio
Director: Elena Heatherwick

Notes to editors

• ¹ BT and EE score historic double award win as studies reveal UK’s best connectivity, BT Group Newsroom, 4 August 2026: BT Group Newsroom award-win release.
• BT Broadband includes advanced threat protection designed to help customers stay safer online. This includes:

·         Hub Threat Protect (included for new customers with a Smart Hub 3) helps protect the home network by helping block suspicious and malicious activity before it reaches devices connected to the home Wi-Fi.

·         Cyber Threat Protect provides device-level protection, helping safeguard personal devices against scams, malware and other online threats.