6^th May 2022: Today BT announces the next evolution of its hybrid broadband brand campaign, Broadband Nightmares, demonstrating the power of its Halo 3+ Hybrid Broadband and reminding viewers that BT’s broadband, backed by EE’s award-winning mobile network, gives you peace of mind in the event of our broadband service dropping out.

The ad spot dramatises internet outages in the shape of a short horror film, bringing to life a family’s internet nightmares through the perspective of the family’s dad.

The advert opens on the router blinking with an orange light, before showing a family going about their daily connected lives at home – son and dad downloading a film, mum on a Zoom call and daughter on an iPad. All of a sudden, the room plunges into darkness, revealing a new nightmare-like version of the family’s reality. The Wi-Fi is down.

The iPad displays the dreaded ‘wheel of death’, and the TV screen shows a warped downloading page. The dad has been struck by a broadband nightmare and shouts out in despair.

 The moment is punctured by a BT router and EE router appearing next to each other; “Together BT and EE bring you Unbreakable WiFi. Only BT’s hybrid broadband is backed up by EE the UK’s best mobile network”, restoring the family’s status quo.

Pete Jeavons, Marketing Communications Director at BT and EE comments: “We are spending more time at home, especially due to the increase in hybrid working. That’s why it is so important to have a network you can rely on. Our new and refreshed campaign highlights our unbreakable Halo 3+ hybrid broadband and reminds our customers and viewers that BT and EE provide the enviable connection needed to get on with the day.”

This follows the successful Broadband Rage campaign, created by Saatchi & Saatchi last year, which dramatised the unbreakable connection of BT’s hybrid broadband, the UK’s first unbreakable home Wi-Fi.

The 30-second TV advert, developed by BT’s advertising agency, Saatchi & Saatchi, goes live with a nationwide TV campaign tonight, 6^th May, during Channel 4’s Gogglebox. The campaign will also run across out of home (OOH) and video on demand (VOD), with edits and content developed specifically for a range of digital and social channels.

For more information on BT’s hybrid broadband, backed up by EE; checking your speed, and picking a plan, customers can visit https://www.bt.com/exp/halo

ENDS

For more information, please contact: ee@mcsaatchi.com

CREDITS

CAMPAIGN TITLE: BT Broadband Nightmares

CLIENT: BT

ADVERTISING AGENCY:  Saatchi & Saatchi

CCO: Guillermo Vega

EXECUTIVE CREATIVE DIRECTOR: William John

COPYWRITER: Henrik Ridderheim

ART DIRECTOR: Rodrigo Castellari

PLANNER: Ophelia Stimpson

BUSINESS LEAD: Charlotte Elwig

SENIOR ACCOUNT DIRECTOR: Rebecca Colman         

AGENCY TV PRODUCER:  Alex Pemberton

AGENCY CREATIVE PRODUCER: Abigael Wilson

MEDIA BUYING AGENCY: Essence

MEDIA PLANNER:  Rachel Cowley

PRODUCTION COMPANY: Riff Raff

DIRECTOR:  The Sacred Egg

PRODUCER: Jay Lovelock

EDITOR: Sam Bould @ Final Cut

POST-PRODUCTION COMPANY: The Mill

EXEC PRODUCER: Ryan Hancocks

PRODUCER: Saskia Delius

3D LEAD: William Laban

2D LEAD: Guy Lubin

COLOUR: Matthieu Toullet

AUDIO: Mark Hills @ Factory

AUDIO PRODUCER: Ciara Wakley

BT has launched its latest advertising campaign today supporting BT Halo - the UK’s best converged plan – providing customers with ultra-reliable, superfast connectivity at home and on the go, and expert home service like they’ve never experienced with BT’s new Home Tech Experts.

The campaign launches with a 90 second TV advert that premieres on Friday 17^th January during Love Island on ITV 2. The campaign focuses on the importance and far-reaching nature of human connection and highlights the power of what can happen when people come together. This includes medical care, sporting achievements, a girl searching for her biological father via social media, and record-breaking attempts.

The campaign shows gamers, musicians, students, parents and athletes benefitting from connecting with others whilst a spoken-word poet brings this to life through an inspirational poem. The ad ends with an emotional scene showing the girl finally being reunited with her father finishing with the message that BT Halo helps create millions of connections every day across the UK.

BT’s recent gaming partnership with esports team Excel also features with a fan in the ad sporting the team jersey.

The multi-channel campaign also includes out of home (OOH), both roadside and across seven major train stations, bus liveries, cinema, broadcast VoD, a 60 second TV ad, and online video, press, and social. The campaign was developed by Saatchi & Saatchi.

BT launched its BT Halo proposition in November to redefine connectivity in and out of the home. Customers signing up for BT Halo enjoy the best of BT, with a wide range of benefits available including:

• In-home support from BT’s Home Tech Experts

• The fastest speeds from BT at home and on the go, with fibre and 5G

• Complete Wi-Fi - the UK’s fastest Wi-Fi speeds guarantee

• BT’s latest Smart Hub with Wi-fi Controls to help family’s manage screen time

• BT’s Keep Connected Promise

• Unlimited mobile, home phone and broadband calls and data

• Dedicated UK & Ireland customer service teams

• And BT’s price promise, with no end of contract price rises

Pete Jeavons, Director of Marketing Communications, BT said: “This campaign shows the power of connections between us all, and the amazing things we can do together. BT Halo keeps people connected with the best from BT – offering unlimited, reliable 4G, 5G and fibre, as well as dedicated Home Tech Experts to help customers make the most of their technology and stay connected to the people and experiences that matter most to them.”