Live sport and viewers star in BT Sport’s new TV ad

BT Sport’s new ad launches on TV tonight (Tuesday November 12) and this time the fans and live sport are given the starring roles. 

The latest advertisement sees BT Sport’s front man, Jake Humphrey, leaving the confines of BT’s high tech studios to walk through the lives of BT Sport’s viewers enjoying high quality live sport on the channel. 

BT’s well-received and highly successful first TV ad featured some of BT’s impressive line-up of talent such as star footballers Gareth Bale, Robin Van Persie and Daniel Sturridge, star rugby players Chris Robshaw, Owen Farrell and Manu Tuilagi as well as top tennis player Heather Watson. In the new ad the emphasis is on the wide range of exclusively live sport on the BT Sport channels. 

David James, Consumer marketing director, said: “We showcased some of BT Sport’s terrific talent and ambassadors in our state of the art studios in our first ad. For the winter ad, we felt now was the time to move on and focus more on the passion the fans feel for the fantastic live sport we have on offer. I hope viewers will really enjoy the new ad, it’s a showcase of the great action we have coming up, including more Barclays Premier League Top Pick matches than Sky Sports from now until the end of the season. We also hope people like the visual twist in the ad as Jake joins the fans.” 

The idea behind the new ad is that Jake Humphrey takes on a seamless presenting role as he talks to camera, introducing the wide range of exclusively live sport coming up on BT Sport with “Great sport happens here this winter”. He walks through living rooms, a pub, and a barbershop, where we see people captivated by the new sports channel they are watching and oblivious to Jake’s presence. The live sport on offer to the viewers changes as Jake moves through each scene from Barclays Premier League, UEFA Europa league and European league football to Live Aviva Premiership Rugby to WTA tennis and FA Cup with Budweiser. 

Each scene in the ad switches effortlessly from one to the next, tipping through 90 degrees from the previous one, made possible by an on-set mechanism and a technical post-production process. 

The new TV ad was directed by Ben Wheatley, created by AMV BBDO and media buying has been done by Maxus. 

BT Sport announced on Saturday November 9 that it will be the new UK home of UEFA Champions League and UEFA Europa League football, following a tender process in which BT won the exclusive live broadcast rights to all 350 matches from both tournaments. The rights run for three seasons from 2015/16. 

BT Sport is the UK's newest sports TV service, with three channels showing live top tier action from the Barclays Premier League and the Aviva Premiership as well as a host of other sport. BT has more than two million customers who take the service and the channels reach around four million homes when BT’s wholesale deal with Virgin Media is taken into account. 

It is also the home for top European league football, showing regular live matches from Germany's Bundesliga, France's Ligue1 and Italy's Serie A.